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To many enterprises, how to improve the service is the top of the agenda. For starbucks leadership, the major focus is legendary service, not just great; but legendary. They focus not only on ingredients, but also more attention to do extra things to impress all customers.
In fact, this idea is not a new one. More than 100 years ago, Cracker Jack(fomous candy company) delighted customers with their unique candy with popcorn and peanuts as well as a surprise package. According to psychologists who study happiness, people are delight because of safety, security and a little bit of surprise. Therefore, differ from other food/ drinks companies, " the starbucky feel" has been spreading out.
Combine the special occasion with free beverage or food always please customers. The most successful example is starbucks'travelling surprises. They go to the train station and set up a table. Starbucks' employees gave away free coffee to all the commuters. People were surprised and delighted to receive a cup of coffee, especially free. Starbucks also were celebration Fair Trade Certified coffee and they were the first company in the USA to offer this product.
Starbucks leadership also surprise their employees. Profits will be given by starbucks' leaders, such as staff having worked 500 hours pre year were given unexpected $250 holiday bonus. When leaders care enough about their staff, employees will have more enthusiasm their work.
Last but not least, is creating predictability in every starbucks shop. As a customer said:" I cannot tell you how calming it was to have a taste of home when I was many miles away". No matter where we are, we also have exactly the same coffee as usual. Starbucks leadership understands that having a cup of starbucks coffee can become a part of customers' routines by offering a familiar experience.