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Communication Plan
- 1. COMMUNICATION PLAN CRISTEN C. YANCEY AET/560 DR. GREGORY DLABACH JULY 11, 2016
- 2. INTRODUCTION - STARBUCKS Starbucks is an American coffee company and coffeehouse founded in Seattle, Washington in 1971. Started as a single store in 1971 now there are 22,591 retail stores in 68 countries. Starbuck’s Mission: "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.“ Starbucks redesigned their “Rewards Program” April 2016 to incorporate ways for customer to earn more stars faster, which entitles customers to free items for being a rewards member.
- 3. WHY IS A COMMUNICATION PLAN NEEDED? Communication Plan Combat Rumors Mobilize Support Commitment Enthusiasm Fight Resistance Address Concerns (Cawsey, Deszca, & Ingols, 2012).
- 4. LAUNCHING THE PLAN PREAPPROVAL PHASE • Convince top management and others that change is needed, • Target individuals with influence (Cawsey, Deszca, & Ingols, 2012). DEVELOPING THE NEED FOR CHANGE PHASE • Explain the issues • Provide clear and concise arguments for change • Provide clear explanations of changes • Reassure employees (Cawsey, Deszca, & Ingols, 2012).
- 5. LAUNCHING THE PLAN MIDSTREAM CHANGE PHASE • Inform employees of progress • Obtain feedback • Address rumors and miscommunications • Identify new organizational roles, structures, and systems (Cawsey, Deszca, & Ingols, 2012). CONFIRMING THE CHANGE PHASE • Inform employees of successful changes • Celebrate changes • Prepare for the next phase in change (Cawsey, Deszca, & Ingols, 2012).
- 6. TECHNOLOGY REQUIRED FOR PLAN • Android or IOS operating systems • E-mail communication • Weekly online newsletters • Online and In-store surveys from customers and employees.
- 7. EFFECTIVENESS • Employee Feedback • Customer Feedback • Team discussions • Store sales data
- 8. MANAGEMENT’S IMPACT • Ensure that the plan is communicated effectively • Organizing the plan for change • Ensuring that employees are aware of the benefits of the change. • Addressing employees concerns and possible fears about the change.
- 9. GENERATING FEEDBACK FOR CONTINUOUS IMPROVEMENT • Customer Feedback • Shared Diagnosis • Behavioral Observations • Employee Feedback
- 10. ADDRESSING NEGATIVITY • Provide options for open communication between management and employees • Give consistent updates regarding the changes made • Set attainable and reasonable goals for employees • Provide a clear outline of steps for the change to be successful
- 11. PRODUCING ORGANIZATIONAL CHANGE This communication plan involves employees at all levels of the Starbucks organization and an effective communication plan is necessary throughout all phases of any change management process. • The plan helps the organization to: • Communicate effectively with employees • Identify issues from the beginning stages associated with the change • Combat rumors • Accepts continuous feedback from employees and customers.
- 12. REFERENCES • Cawsey, T. F., Deszca, G., & Ingols, C. (2012). Organizational change: An action- oriented toolkit (2nd ed.). Retrieved from The University of Phoenix eBook Collection database. • Spector, B. (2013). Implementing organizational change: Theory into practice (3rd ed.). Upper Saddle, NJ: Prentice Hall. • Starbucks. (2016). Starbucks Rewards Terms of Use. Retrieved from http://www.starbucks.com/card/rewards/rewards-program-ts-and-cs
Editor's Notes
- The changing of the rewards program was not effectively marketed by the employees to the consumers. Customers only knew of the change in the program if they were already rewards members. So this communication plan bring everyone together on the same page to ensure that the program is successful. The change agents must gain approval from the stakeholders of the Starbucks organization to make the change a success. Speak with the upper level managers who hold stock in the company, and want to see the company continue to thrive. The concern is that, not enough customers know about the new rewards program, so the plan is the incorporate each store and all baristas in promoting the use of the Starbucks app on the Android or IOS operating systems. The baristas will offer the service to the customer and explain the pros and cons of using the app or not using it. The change agents will make sure that the employees know and understand that the creation of the app’s ability to take orders and payment will not cost anyone their jobs.
- During the beginning of the promotion, store managers will keep track of how many orders were placed using the mobile app, how many people paid for their product using the mobile app, and how many people redeemed stars for purchases. Keeping track of this information will allow management to provide efficient feedback to employees to let them know they the efforts that they are putting forward works. At every milestone, management will set an attainable and reasonable goal to increase the sales each month. If the sales increase, that is bragging rights for the store and because the baristas have to also use the app, they are rewarded with a few stars.
- The communication plan for Starbucks will require technology necessary to evaluate the effectiveness of the new rewards program. These technologies must be presented at the right time to ensure that all information gathered is valid. According to Spector (2013), the impact of incentive and technology changes coming too early in the implementation process runs an even greater risk. The risk is enhanced when implementation starts from an inadequate diagnosis of the problem (Spector, 2013). Each employee will need to have access to the Starbucks Android IOS App for mobile devices, and they will also be to demonstrate how the new app ordering system works, and will be able to show customers how effective using the app for orders can be for those who are rushing to get to their next destination.
- Employees will explain to stakeholders and management the effectiveness of promoting the app during store hours. They will possibly address concerns like, customers rushing to get to their destinations or simply not being interested in putting yet another app on their smart phone. The customers will complete surveys after each visit, the survey will ask basic questions like what was ordered, how did they pay, etc. The teams at each store can come up with plans and individual contests that will align with continuing to promote the service and the sales data from each store will show the effectiveness of their efforts.
- The progress of the communication plan will be spread between all of the Starbucks locations across the world. The stakeholders must ensure that this change they help promote worked for the organization and was very successful. Communication is one of the key agents in maintaining a working relationship and keeping everything consistent.
- Open and honest communication between employees, management and stakeholders will address all negative concerns. When companies as large as Starbucks includes employees in the decision making process, it provides a sense of security for the employee. No one is surprised by the changes, everyone is on board and looking to suggest the next change.