John R . DiJulius III is considered the authority on world-class Customer service and is the author of three books on Customer experience . He is the president of The DiJulius Group — a Customer service consulting firm that works with companies like Starbucks , Chick-fi l-A , The Ritz-Carlton , Nestle , PwC , Lexus , and many more . John is also the founder and owner of John Robert ’ s Spa — named one of the Top 20 Salons in America .
the daily grind that can wear us all down from time to time .
INSPIRED MOMENTS One of the biggest takeaways from this workshop that the group of executives from Starbucks shared was that Starbucks can ’ t change what ’ s going to happen today to its Customers . Whether they get a
flat tire on their way to work or they are irate because their package didn ’ t arrive next-day air , as promised , what Starbucks can provide ( and does provide very well ) is an escape — if only for a few seconds in the Customer ’ s day . Starbucks allows its Customers to step inside , collect themselves , see some friendly faces — whether it be the workers , friends , or neighbors from the community — and take a break , enjoy a beverage , regroup , and then go back and take on the world again .
There it was . The team had it : the Starbucks ’ Customer Service vision statement . One of my proudest trophies as a consultant is the Starbucks green apron . The next time you walk into a Starbucks , anywhere in the world , and you see a Starbucks employee wearing that signature green apron , politely ask them to turn the inside top of the apron over for you . There is where you will see the Starbucks Customer service vision statement and pillars printed . It reads :
Why is the Customer Service vision statement printed on the inside of the green apron ? It isn ’ t for the Customers or public to see ; it is for the Starbucks employees to see . And every time they put that apron over their head , they are reminded of their job for every Customer with whom they come in contact with .
THE PILLARS TO THE STARBUCKS SERVICE VISION STATEMENT The four pillars to the Starbucks service vision statement have to do with the company ’ s key drivers of Customer satisfaction :
Anticipate — This might mean that if a barista notices a Customer in a business suit , at 6:05 a . m ., ordering his coffee , while barely looking up from his smartphone , he probably has some place to be . Get him his drink and help him get on his way . On the other hand , it can be a completely different pace at 9:05 a . m ., when a barista encounters a few mothers who just dropped their children off at school and seem to be in no rush .
Connect — A connection could be recognizing regulars and having their drinks ready for them , or it could just be a smile or a kind word .
Personalize — This means customization . With over eighty thousand ways someone can order a Starbucks beverage , you truly can have it your way .
Own — Starbucks trusts its employees . They can own the experience . If a little girl drops her hot chocolate , a Starbucks employee can give her a new one for free .
Each of the pillars is critical , but only in conjunction with each other . Customers want their drinks made exactly how they ordered it , quickly — but not by someone with an attitude . Just the same , a Customer does not want someone to greet them by name and have their drink ready for them before they order it , only to have their drink made incorrectly .
BIG IMPACT The Starbucks Customer Service vision statement contributed to the company ’ s turnaround in 2010 and 2011 . Earnings rose 44 percent , Customer visits rose by 5 percent , and more Customers were paying for higher-priced items . u
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