eU-bYit

How do you get to be the next Starbucks?
Suppose, I am walking the streets of
a city I have never to been before and I
suddenly find myself overwhelmed by
a deep craving for a frothy cup of ‘latte
macchiato’. So where’s the nearest
Starbucks?
Time to get the mobile out, pull up the
app and find the nearest coffee bar.
Making my way to the bar, there’s time
to check my credit limit: have I got
enough left to treat myself? (If not, no
problem, as you can top up your credit
in a matter of seconds!).
As usual, there is a queue. I kill time by
browsing a few Starbucks messages
and checking out which bonuses are
up for grabs by ordering the ‘pick of the
week’. After I get my order - for which
I waited long enough! - I pay using the
app and I get my bonus.
This coffee was definitely brewed with
a lot of love for the art, so I decide to
give the ‘barista’ a tip. Now that I am
in a good mood, I send my best friend
a coffee voucher. We will be enjoying a
latte together when we catch up!
image source: www.starbucks.com
A perfect example of how a brand
assists its consumers on their customer
journey by creating the best possible
‘experience’ at any time of the day
through mobile technology.
Important, as the impact of
engaging with the customer and
the strength of that bond between
brand and consumer is 12 times greater
on retention and repeat purchases than
it is on satisfaction! And as much as
18 times greater than word-of-mouth!
Customer satisfaction is a baseline
expectation, while a sustainable
business is built on the bedrock of
engagement.
p3