This document presents an agenda and analysis for a group project on Starbucks' customer experience. It includes an inventory of Starbucks' touchpoints, from pre-purchase through purchase to post-purchase. The group evaluates key touchpoints and their impact on sales and brand promise execution. Their recommendations focus on improving stores, ambience, customer service, and consistency of taste. The presentation aims to enhance Starbucks' customer experience and equity.

1. STARBUCKS COFFEE “The Customer Experience” Group D

2. AGENDA Starbuck´s brand promise Touch point inventory Touch point prioritization Touch point evaluation Recommendations

4. Customer Service: nice and friendly staff

6. PURCHASE

7. POST PURCHASEPUT IN FORMAT FROM HIS SLIDES

8. TOUCHPOINT PRIORITIZATION

10. TOUCHPOINT EVALUATION

11. TOUCHPOINT EVALUATION: Pre Purchase Sales Impact Brand Promise Touch point Execution Ergonomic cups, can improve it xx Cannot be controlled xx High density urban location xx 1 2 3 4 5

12. TOUCHPOINT EVALUATION: Purchase Sales Impact Brand Promise Touch point Execution “Edward”, “Rash”… xx xx Can give more, always short on some items xx More couches xx 1 2 3 4 5

13. TOUCHPOINT EVALUATION: Post Purchase Sales Impact Brand Promise Touch point Execution Inconsistent, Can improve xx Should improve xx Should work on increasing the customer’s awareness 1 2 3 4 5

14. Recommendation Taste Stores Ambience Customer Service

16. The shop must always be clean

17. Keep a constant volume of music on the background in each store

19. Training & Monitoring

21. ‘Moment of truth’

22. Consistency is imperative for delivering the brand’s promise

23. Source from quality suppliers

25. Total RevenueGrowth: 491,75%

26. ConsistentlyOutperformedthe S&P 500 growthindexsince IPO