“Re-igniting our emotional attachment with our customers by restoring the connection our customers have with you, our coffee, our brand, and our stores.”

The fact that Schultz called his communication a “Transformation Agenda” hinted of big things to come. Naturally, most people expected a transformation, including me. We are now four months into the transformation and it is difficult to see the re-ignition of emotional attachment that Schultz promised. Granted, Schultz didn’t promise immediate results. Instead, he said it was a 12-18 month timetable. But exactly where is Stabucks positioned on Howard’s transformation time line?

Becky Carroll of Customers Rock! and I have teamed up to reExperience Starbucks and blog about the transformation. Becky joins us for episode 12 of Power to the Small Business to discuss the Starbucks transformation status.

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1. Improving the U.S. business with training, tools and new products.
2. Re-igniting the emotional attachment with customers through the experience.
3. Re-aligning and streamlining organizational structure for the benefit of the experience.
4. International expansion.