reExperience Starbucks: What’s Up Howard?

By Jay Ehret on May 29, 2008

What’s up Howard?

Howard Schultz rode in on his white horse in January to reclaim his throne as CEO of Starbucks. It wasn’t just the media anointing Schultz, Howard put himself front and center and promised to return Starbucks to its glory. In his first Transformation Agenda Communication,Schultz listed as one of his priorities: 

“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.

The Guest: Becky Carroll – Customers Rock! blog, Customer Advocate, Consultant, Speaker
Length: 24 minutes 

Power To The Small Business – Episode #12: reExperience Starbucks: What’s up Howard?
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Show Notes:

– Howard Schultz Transformation Agenda

  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.

 

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How to Conduct Your Own Market Research

By Jay Ehret on March 10, 2008

Episode #7 of the internet show about small business marketing.

Getting to Know Your Customers
Ed Erickson of Erickson Market Research says that market research can be used to decide how you your market yourself. It can be key, he says in finding the differentiating factor.

But many small businesses think that research is a pipe dream, best left to the big boys. Surprise! It doesn’t take a lot of money to conduct research.

Market research is really about gaining customer intelligence. The best way to do that, says Erickson is through your customer.

Power To The Small Business – Episode #7: Conduct Your Own Market Research
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Guest: Ed Erickson – Principal, Erickson Market Research
Topic: Market research for small businesses.
Length: 24 minutes

HotSpots

  • How small businesses can use market research.
  • Discover the benefits people will buy.
  • How to ask your customers questions that gets feedback you can use.
  • Creating a customer feedback mechanism to track what your customers think.
  • The first steps to conducting market research

Press the play button on the player above and get started. Then post questions or comments with the comments link below.

Ed Erickson’s website: ThriveStrategy.com
Download Ed’s ebook: Six Secrets to Market Domination

Check out all episodes of our podcasts: Power to the Small Business
Our company website: The Marketing Spot

 

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