The Customer Survey Becomes a Conversation

by Elizabeth Buccianti

How many times do you visit a Web site where a customer survey form pops up? How often does a receipt ask you to call a number and provide feedback? Ever wonder what happens to your thoughts?

Starbucks has answered that question and created the online community, My Starbucks Idea. The forum takes customer service one step further and not only gathers opinions, but allows others to build upon feedback and rank their favorite ideas. But here’s what takes the Web site to the next level – Starbucks has a blog dedicated to customer ideas that are incorporated into day-to-day business.

My Starbucks Idea member “Sarah with an H” wanted to send Starbucks products to military personnel overseas but the current StarbucksStore.com system would not take FPO/APO mailing addresses. The Digital Ventures team read her post and now customers can send Starbucks products to loved ones overseas. Starbucks even followed through on her suggestion to offer a discount and shipping is equivalent to rates for the 48 contiguous states.

Starbucks followed through on its promise to implement customer suggestions, did a good thing for soldiers overseas, and I bet, picked up an untapped market of military customers. It’s a win-win situation and customers are more apt to keep the good ideas rolling if there’s a legitimate chance that idea will become a reality.

The concept has paid off; the My Starbucks Idea site is full of great ideas. From selling reusable rubber coffee cup sleeves to ice cubes made out of coffee, customer’s imaginations run wild on My Starbucks Idea. Hats off for transforming customer service into a truly symbiotic relationship. Customers are thrilled to have their voices heard and Starbuck receives an endless supply of feedback and countless ideas to improve operations.

3 Responses to The Customer Survey Becomes a Conversation

  1. […]  Just as Starbucks converted an everyday feedback mechanism into an idea generator on their My Starbucks Idea site we should continue to look to our audience for valuable information. Possibly related posts: […]

  2. […]  Just as Starbucks converted an everyday feedback mechanism into an idea generator on their My Starbucks Idea site we should continue to look to our audience for valuable information in finding design and business […]

  3. […]  Just as Starbucks converted an everyday feedback mechanism into an idea generator on their My Starbucks Idea site we should continue to look to our audience for valuable information in finding design and business […]

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