Customer Experience in Starbucks

Customer Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
About the company.....................................................................................................................3
Target customer of the company.................................................................................................4
Attitude of customers of the company........................................................................................5
Mission statement of Starbucks Corporation:.............................................................................5
Demonstration of audit of manifestation of customers:..............................................................6
Models and theories of customer experience:.............................................................................7
Recommendations for Starbucks to improve customer experience:...........................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is an impression which the customers have for the brand as the
whole in all aspects of buyer's journey. There are two touchpoints which create the customer
experience which are product and people. Creating an experience impresses the buyers and make
sure that customers will do business with the company. It acts as the unique and valued asset for
the companies (Manthiou, 2020). It is different from the customer opinion and drives loyalty to
the organisation. It is mainly the interaction of the customer with the brand through its journey
with the company. The organisation chosen for this report is Starbucks, an American chain of
coffee house and the roastery reserves which is headquartered in Washington.. This report shall
deal with customer experience and cover what brand is, its target market, attitude of customers,
say of brand regarding customer service, manifestation of customer of the brand and
recommendation to improve the customer experience.
MAIN BODY
About the company
Starbucks was founded in the year 1971 which is an American multinational company. It
is one of the most popular and largest manufacturer and retailer of the coffee drinks worldwide.
The company owns more than 19000 stores in around 162 countries. Due to changing preference
of the customers, this industry has seen the rapid growth in the last few years. In the coffee
industry, Starbucks is the leading brand which has a market share of about 36.7% which more
than its leading competitors like McDonald's Etcetera and Dunkin Donuts. The companies like
Starbucks and Dunkin Donuts together make up a dominance in the market as they take around
60% of the market share. Starbucks is known as the premium brand whose aim is to deliver the
premium and best coffee experience to its customers (Keiningham and et. al., 2020). The
company has planned to partnership with the leading corporates to sell their Starbucks coffee at
the workplaces. It is known as the first brand which has offered the internet facility into the
coffee house for its customers to enrich their experience and build the brand image in the
technological advanced era. Starbucks comes in the list of top 100 global brands where it is
positioned at the rank of 91 so it is one of the most established and premium brand in the coffee
industry. The company has unconventional strategies for enhancing the customer experience and
the stake holder's experience. Starbucks have a positive and strong relationship with its suppliers