How Starbucks drives Customer Experience (Cx) for “18 million Rewards Members”, world’s largest in restaurant industry.

Starbucks’ Digital Transformation/Cx Strategy is internally known as “Digital Flywheel”

A key element to their Cx Strategy is a “Mobile App” for customers that includes features like;

1. Order – Ability to order and pay ahead of arriving in store (and therefore skip any lines by having a separate ‘mobile order pickup’ station.

2. Pay – through the app or at the store.

3. Personalisation – Innovative personalized experience Ease of payment in store through mobile app.

4. Rewards – Rewards and benefits: such as free refills on brewed coffee and free drinks on member’s birthdays, relatively quickly earned other rewards from purchases, such as free food/drinks or merchandise.

Quick Stats:

• 75 million unique customer visits to stores each month

• US – Close to 18 million Rewards Members (world’s largest in restuarant industry)

• China – about 10 million Rewards Members

• Reward members average spend is 10-20% more

“Our digital flywheel is a powerful proprietary asset that is driving deep customer engagement, revenue, and profit growth around the world,” Kevin Johnson, President & CEO.

#Cx #Digital #Digitaltransformation #Strategy #Brand