The Starbucks Experience
From Wikipedia, the free encyclopedia
| The Starbucks Experience | |
| Author | Joseph Michelli |
|---|---|
| Country | United States |
| Language | English |
| Genre(s) | Management |
| Publisher | Mcgraw-Hill |
| Publication date | 2006 |
| Media type | Print (Hardcover) |
| Pages | 208 pp |
| ISBN | ISBN 978-0071477840 |
The Starbucks Experience, published in 2006, is a book by organizational psychologist, business consultant and speaker Dr. Joseph Michelli. The author uses anecdotes, strategies and insider stories to showcase the unique combination of ingenuity and people-centric philosophies that lies behind the success of Starbucks, one of the world’s most successful coffee companies.
Contents |
[edit] Synopsis
Starbucks has been feted for its success for some time now. In 2007, it was recognized as one of the world’s most admired companies by Fortune magazine.[1] In addition, since 1992, the value of its stock has risen by 5,000 percent.
Michelli asserts that Starbucks' ability to create personalized customer experiences and secure customer loyalty, stimulate business growth and generate profits, and energize employees – all at the same time - is the basis of its success.
Michelli condenses Starbucks’ working philosophies into five main principles, as follows:
1. Make It Your Own – One of the most important roles of the senior management of any company is to get their employees to fully engage themselves in what they do, instead of just going through the motions. To do so, Michelli says, Starbucks has come up with what it calls “the Five Ways of Being”, as encapsulated in a pamphlet known as the Green Apron Book: be welcoming, be genuine, be considerate, be knowledgeable, and be involved.
2. Everything Matters – All business is detail, and consequently not a single detail can be neglected. At Starbucks, says Michelli, leaders take care of both the “below-deck” (pertaining to the operations) and the “above-deck” components (those which the customers can see).
3. Surprise and Delight – Companies should seek to delight their customers by consistently providing both products and experiences at a high level of quality. An occasional surprise would sweeten the pot and keep people coming back for more.
4. Embrace Resistance – Starbucks personnel are asked to develop skill sets to create business and relationship opportunities when faced with customer irritation, wariness or skepticism.
5. Leave Your Mark – Everyone is encouraged to leave a positive mark on the world by giving back more than what they take. For instance, Starbucks participates in community-based activities held where its various stores operate.
[edit] Criticism
In his review of the book, management thinker John Maxwell says, “If there is any criticism of the book, it’s Michelli’s focus on the positives. He glosses over negative aspects in The Starbucks Experience, and only briefly mentions the company’s shortcomings.”[2]
[edit] References
- ^ Top 20 Most Admired Companies, Anne Fisher, Fortune Magazine, March 2007.
- ^ Book review by John C. Maxwell, Leadership Wired, December 2006.
