Lately, I’ve had a number of conversations with friends and partners about what is a “Starbucks inspired moment”?
In fact, I’ll admit to you, I’ve had friends and acquaintances tell me that they feel Starbucks stores aren’t nearly as friendly and joyful as they once were, say eight to ten years ago. Just today (July 12, 2014), I listened to a friend mention to me that she felt that there were too many “uninspired” and “ho hum” Starbucks experiences.
I’ll share with you today’s experience and my two cents. I will say that what I don’t think the Starbucks experience is: It’s not a social contract. I think this might come to the chagrin of many, but it’s not a social contract. It is not an exchange with a binding code of conduct for each side of the counter. You take your customers as you find them – they open their wallets and spend money. And at the end of it all, customers generally want a delicious beverage, a clean store, and a friendly experience. That’s it in a nutshell.
When an inspired moment comes along, by its nature, it’s unexpected, and like the nice frosting on the cake. You can’t force an inspired moment. It will just happen. Not every Starbucks experience will be epic – I think this is important. I think we, generally in life, have too many unrealistic expectations of each other. We hope for the best. That’s it. I too hope for the best on both sides of the counter. But since there’s no Starbucks coffeehouse social contract, baristas can’t expect that their customers will act the way they want them too: Customers will have trouble ordering; they may not put down their phone; they’ll bring in their yappy dog, and more. And in the space of a playbook 30 seconds, dear customers, your barista is not your new best friend. In fact, that 30 seconds is a tiny snapshot moment in time, and the customer has no idea what the barista is worried about in the back of his or her mind, and vice versa. There are plenty of times that I (like many) just want to rush in, get a beverage, and then head to wherever is next on the day’s agenda. We hope for the best. And despite all of this, it is amazing what can happen at a Starbucks.
This morning (July 12, 2014), I arranged to meet someone at the Northgate Starbucks, at 9:45 AM.
I ran late. At close to 10:00 AM, I ran in the store, apologizing that I was late. I ran to the register, ordered a Grande Iced Coffee with a splash of milk on top at the end, and then sat down with the friend whom I’d arranged to meet. I paid for my drink, picked it up, and sat down at a table. I didn’t even pay attention to who was at the register or who was the bar. It all happened pretty fast.
I sat in the store for about forty minutes. This very conversation came up, as the friend I was with mentioned that she felt like there were more “uninspired moments” than ever before. I realize that not every experience is something to write home about. Generally speaking, I tend to have good experiences. I really do. I can say in all honesty that the overwhelming majority of my Starbucks experiences are just fine in my book. Even if there’s nothing particularly memorable, the drink is fine and the baristas are friendly. Maybe I’m lucky – it’s very rare (though it has happened before) that anything goes wrong for me at a Starbucks.
My friend left about ten minutes before I did. I stayed behind, making a Facebook status update. My Starbucks cup was empty. I headed back up to the register (there was no line) and I said the following: “Hey, my drink was perfect. I’d like another one exactly like the last one,” as I pointed at my marked up iced coffee cup. The register barista took the cup right out of my hands.
The bar barista jumped into the conversation. These were his very words: “You know why your drink was perfect? Because I made it.” That made me smile. My attention was now turned to a young-ish man named Liam (as per his name tag) at the Mastrena area of the store. It was then I realized that I’d been so focused on running late and meeting up with someone, that the first time around, I’d been oblivious to who was on bar.
You will never see an inspired moment coming ’round the corner.
He took my cup and proceeded to make a second iced coffee in the same cup. I said to him, albeit in a bit of a teasing tone of voice, “You know, you’re not supposed to use the same cup. I think it’s some health code that you have to give a new cup in Washington.”
Liam replied, “Oh really? I didn’t know that. It’s not like that in California, in the stores I worked at there.” I quickly deduced that he’d recently transferred to this store.
The store was slow. I walked around to the beverage pick up area of the store. I asked, “So where are you from in California?” I dropped the conversation about re-using the plastic cup. I just didn’t care >that< much about the cup and lost all interest in discussing re-using plastic cups. “I’m from the Huntingon Beach, Anaheim area,” Liam replied.
“Oh I know that area!” I said, and then I added, “Did you know there’s now an Evenings Starbucks in Huntington Beach?” In fact I’d just visited that Starbucks in May of this year. I’d planned a blog article about the Huntington Beach Evenings Starbucks and then scrapped the idea when I realized that I’d taken too few photos, and that my photos were too full of customers to really get good pictures of the store itself – it had been packed when I visited it in May. My experience at the Huntington Beach Evenings store had been quite fine – I even saw a partner who had transferred from the East Olive Way Starbucks to the Huntington Beach Starbucks, and so it was great to catch up with her. Here are the few good pictures that came out of that May visit to the Starbucks at Goldenwest & Yorktown in Huntington Beach, California:
Liam’s reply surprised me. I admit, now and then, I’ll meet Starbucks partners who seem unaware that there are Evenings stores at all. Liam said, “Oh I know that store! Yeah I’ve been there – I have a couple of friends who work at that store!”
“Really? I was just there in May. I know someone who works in that store too.” We talked for another second and realized we didn’t know the same people at the Huntington Beach store. I asked him how long he’s been a partner and he said since 2006. I leaned into the bar, which was still surprisingly extremely slow, and whispered, “I go to Orange County a couple times a year. My mom lives in Orange.” Liam made an “awww”-like noise, and I think he was unconsciously batting his eyelashes, and said, “Awww, my mom and dad live in Orange too.” Now I love you Liam.
Indeed, I’m sure I was smiling ear to ear. I switched gears on him. I said, “Hey are you much of a reader?” I ask that because I know that a lot of people don’t read books. I recall reading somewhere that the average person reads five books a year. I know people who don’t read any. “Yeah, I love to read. I read about two books a month.” That’s a lot of books. Liam, you’re a reader. If you look at my Kindle, you’d find that I just started reading The Killing Floor, and that may take me a couple of months to read.
“Wait here and don’t leave. I’ll be right back.” I knew I had a couple of copies of Tales of the Siren: A StarbucksMelody in the trunk of my car. I figured Liam might enjoy it. As far as I was concerned, I had had an inspired moment. I still hadn’t mentioned to Liam that I had a blog or anything like that. He’ll probably forget this conversation as one of many in his day. I returned to the store with my book, Tales of the Siren: A StarbucksMelody and told him that I hoped he would read it. He looked at me a bit confused, like ‘why is this person giving me a book?’ but in the most genuine tone of voice said, “Is this for me?” He thanked me for the book.
I said goodbye as I bolted out the door to my next errand for the day.
Thank you Liam for the inspired moment. That’s a Starbucks inspired moment.
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I agree it’s not a social contract. However, Starbucks charges a premium for their experience so I expect nice decor, cleaner store, and better customer service with fewer mistakes. And one reason I stopped ordering $4.50 fraps a few years back and went with the $2.50 iced coffee or Americano is because preparation was totally inconsistent from ingredients to blended drinks being forgotten or delayed. Even my simpler drinks haven’t been as good lately (those lines are on the cups for a reason, barista) and I hate having to debate or explain the refill policy frequently on the occasions I try to use it. Leading me to… my wife and I had coffee at Dunkin Donuts the last two mornings. Same $2.50, equivalent service, and 8 more ounces for the middle size.
One of the best lines to live by came fom the movie “Remember the Titans”. “Attitude reflects leadership”. During my years as a manager I stressed customer service, connection whether in store or at the DT, our customers being family. We knew so many, attended the funerals of several, rejoiced in marriages, new babies, graduations, coming home safely from war. Now our manager was stressing to our new hires the time limits at the drive thru, getting the sequencing on bar correct (one partner was threatened with a write-up if he put syrup in a cup before steaming the milk again), making sure that the store is Ecosure ready but don’t move from your position to help. The new Playbook has done nothing but break down any teamwork we had on the floor. When there were Frappucinno Fridays, we had to wear our uniform not the suggested colorful shirts. Every ounce of fun has been sucked out of our job and no customer service skills are being taught. The young man who you spoke with sounds wonderful. We have had several like that who have left because of being reprimanded for talking too much. Our DM is in awe of our manager so there is no help there. As for me, I’ve been here 10 years and love my job and my customers. I will teach as much as possible.
@DaveZ – I have to agree with what you wrote:
Starbucks customers pay a premium and from that they should expect delicious perfect drinks, clean stores, and friendly baristas.
But if you’ve got stores that are often missing the mark, please complain! Maybe I’ve just been lucky in Seattle. The majority of my experiences are fine.
@Valerie – I think there is an issue that speed of service means that there’s almost no opportunity to connect. I’m appalled that someone could be written up for talking too much – you cannot connect without some conversation. And it’s true, this experience with Liam above never would have happened absent the store being extremely slow on a Saturday morning.
Hi Melody,
I love your comments on inspired moments and what you should expect from Starbucks, we would love to have an inspired moment with every customer, but as you said, there are so many different circumstances that will or will not let it happen, I’m glad you ended up having one or really creating one for Liam, thanks! And just an FYI for you (and Liam), California stores are required to use a new cup as well!
I loved the Liam story!!
Here’s the thing. For an inspired moment to happen BOTH parties have to be open for it to happen. Like above when you were in a rush and didn’t see who made your drink many customers are chatting with a colleague or on their phone or with their kids. Sometimes I have to ask questions and to get their attention is hard. Then it goes the other way: sometimes I have to brew iced coffee, make more mocha, send two people on breaks and make the drinks on top of whatever is personally running in my brain. It’s not an excuse but sometimes our job is complicated.
An inspired moment can only happen when both of us decide it’s ready to happen. You laughed with, asked questions of and hung out with Liam and built it together.
Yesterday I worked an 8 hour shift. I probably served 200 people. I did my best to be warm and welcoming to every one of them. Probably 10 of them were rude to me, 150 were just normal interactions and 40 had more. That’s just how it goes.
@Lola and Becca – Thank you for the great comments – Actually, I had no idea whether a new cup is required in California. Good to know. I figure it is in most places. Becca – I love your analysis of 150 interactions. Truth!
With the one register open according to Playbook, our connection time is zilch. With the emphasis on the 50 second window time, same result. I feel these need to be re-thought. One of our store managers has told her partners to completely disregard the timer and create the connection (yay). I think connecting with our customers is what puts us above everyone. I love having a conversation with a customer even if it’s for just a couple seconds. To have feedback like yours for the barista makes the whole floor feel good. Keep it up, Melody. We love it.
as a barista since 2007, i agree with your insights about the Starbucks experience. not every barista internalizes the mission or has experienced the relational transformation that can occur when two strangers truly become connected–just because of coffee.
my time wearing the green apron has taught me to really SEE people. i used to be one of those people who regarded those working in any retail environment as an intrusion to my agenda. now i know that people want to be known, and demonstrating genuine interest in a person’s day–really meaning it when I say, “how are you doin’ today?”–can foster a genuine connection.
being on the other side of the counter has made me a different person, and i’m so thankful. every single connection–not just at Starbucks, but at the grocery, the gas station, at the post office–is an opportunity to change the course of someone’s day.
i am trying to be that person, whether i’m behind the line or at the register as the customer.
Well said, Jenn. As some of our baristas have graduated college and gotten jobs in other professions, they have commented on how their experience at Starbucks has helped them become comfortable meeting and talking to people. I believe a customer service job should be required of all young people.
I’m a 3 year partner and I gotta say — it’s nearly impossible to have an “inspired moment” at Starbucks when you’re working your tail off because there are only 4 partners on the floor because labor is being cut left and right. I have a feeling plenty of shareholders are having plenty of “inspired moments” at the cost of what should be ours.
Nice story, Melody. You acknowledged this may be a reality, but I do in fact think you are a little blinded by being in the Seattle market. As someone who grew up in western Washington and now lives in the Boise area, my experience is that as you get farther from Seattle, and also into smaller cities, the service level does drop noticeably.
There are of course exceptions to this statement, but I do think it’s a valid general rule. You will almost certainly not get the same passion from partners working in say, Fort Wayne, Indiana that you do at Westlake Center. It very often shows in both the quality of their customer service and drink preparation.
Agreed. Every store has its own feel. I think the best Starbucks experience I had was in Aberdeen, WA, a few years ago on a roadtrip through the Olympic Peninsula. The local stores do fine… they are as friendly as the staff from In-N-Out, Chipotle, or any of the “fast casual” joints – but I’m usually not looking for much conversation. Maybe I’ll hang out at the bar if I know the person beyond a casual acquaintance but that’s only if it isn’t busy, which is rare during the peak morning period.
@Brett – I think one thing that’s interesting about this story is that Liam is from California. I’d assume that connected the same when he was in California. I’m not going to discount what you said – I sometimes worry that there’s a Seattle effect to the Starbucks experience, but I do believe that there’s great things happening everywhere. Those partners reading this who are in cities outside of Seattle who are pouring their hearts into their jobs deserve that recognition.
Brett-again, attitude reflects leadership. If the manager and DM have customer service as their #1 priority (as it should be), it will reflect in their hires and on the floor. If they are taking care of their partners, that carries over. During my years as a manager I’ve only had to have the customer service discussion with a partner. It should be taught from day 1 because our newbies are coming from a generation that has been very self-centered. We are breaking new ground and teaching new habits constantly. When I have to remind a Clemson business graduate over and over to say “thank you”, it gets frustrating for those of us who have been here for awhile. I find that the new policies in place seem to be forcing out the old guard who enjoyed the years of “creating the connection” and bringing in the new “fast foodies” who are all about time and who quickly something gets done.
@Valerie – Amen.
At its core, customer service begins with being able to imagine yourself in someone else’s shoes – and I do worry that’s a little less prevalent in the young early 20-something generation. And secondly, customer service recognizes that every single customer who is opening their wallets is an important customer. There should never be a “bob not bob” experience.
However, I am seeing before my very eyes this shift. We have a generation who seem to act like Starbucks is a social contract – because the customer doesn’t conform to their expectations – can’t order very well, forgets to say important things, is a little abrupt, doesn’t put down their phone, wants beverages that the barista thinks sounds atrocious -then that’s enough to make the barista angry and feel like they don’t really want that person as a customer, even if it’s a nebulous feeling. I occasionally have thought that if an overly modified beverage is enough to get you angry, you’re not ready for the real blows that life has yet to deliver to you – everyone will get them.
It’s amazing how many kids don’t even seem to be taught to say “please” and “thank you” all the time. Is that no longer a thing? It impressed me that Liam said thank you for the book!
Leadership like you are protecting the values and culture that Starbucks built itself on.
Book after book has been written about how unique Starbucks is (I’ll throw my own into the mix) –
http://www.amazon.com/Leading-Starbucks-Way-Principles-Connecting-ebook/dp/B00DRC95ZY/
http://www.amazon.com/Starbucks-Experience-Principles-Extraordinary-Hardcover/dp/B00BP0LSXM/
http://www.amazon.com/Its-Not-About-Coffee-Starbucks-ebook/dp/B0010SGRDA/
http://www.amazon.com/Tales-Siren-StarbucksMelody-Melody-Overton-ebook/dp/B00K95Y3UO/
and of course there’s Pour Your Heart Into It!
http://www.amazon.com/Pour-Your-Heart-Into-Starbucks-ebook/dp/B007MB5UIW/
Maybe what Starbucks needs to do is invest resources in customer service. The mission statement used to contain the words “Develop enthusiastically satisfied customers all of the time”
If this isn’t being taught, then someone should think twice about that. The beverages cost a premium, and like DaveZ in the first comment essentially said, Starbucks has to deliver on that.
Yes, ma’am. The other thing I find interesting is the difficulty they have holding a conversation. Maybe if we texted our customers it would work better. Those who struggle on DT I tell “it’s like talking to a friend” and get strange looks from the trainee. If you’re spending money at my store you are getting my attention, my knowledge and my cooking skill (which is pretty dang good).
There are definitely uninspired moments by partners, but this happens everywhere, and this is why I feel that:
This wont be a popular opinion, but unfortunately to many, Starbucks is a minimum wage fast-casual job, and to that person — why create the connection? I can say that I’ve had my handful of partners just mindlessly call out my order, and to be fair, I do it to at my place of employment. Most of the time I go the extra mile, I call out an order, address their name, give some sort of greeting/polite hand gesture and even strike up a conversation.
Although this doesn’t always happen simply because of time *or* the guest simply wanting to rush out of the store.
This is probably (another) unpopular opinion, but a lot of customer service is ‘acting.’ You don’t have to act and be fake, but when it comes to talking to a customer, you sometimes have to ‘act’ in order to seem like you’re talking to an old friend — otherwise it can get awkward really quick.
As for uninspired moments, I think Starbucks generally does a great job of keeping those moments to a minimum (with how rigorous their hiring process is. I would know, I got hired and had to decline the final offer. :/ Killed my heart, but I make too much at my current place of employment compared to what I was offered.)
A fantastic way to keep the uninspired moments down is to just ‘take 5’, it doesn’t even have to be five minutes, it could be two, ten, whatever. Just take a moment to discuss goals for the day, discuss current product promotions and other stuff related topics.
I love the “take 5” idea. Sharing goals would certainly help but when we open the store we have only two people to-count tills, count the safe, put all six tills out, clean the oven, brew the coffee, iced coffee, iced tea, set the pastries out in the case, do milk count and temperatures for all the fridges, restart the oven, get the Fizzio machine ready, set out the newspapers in 20 minutes because Sbux standard is to be ready to serve 10 minutes prior to posted opening. Unfortunately there isn’t a 5 to be had.
I work at a lobby store and playbook has changed our routines behind the bar, yes, but we still interact and have inspired moments! The whole point of playbook is so that the entire store isn’t tasking, just one person, which frees up EVERYONE to connect. You can make it happen if that’s your focus.
The idea of a “take 5” is used in retail definitely. I’m a little surprised Starbucks has never adopted it. When I worked at Eddie Bauer, literally every time you started a shift, you had to “take 5” with whoever was running the floor – talk about promos, goals, and the like.
This is an interesting post and have been thinking about it for a few days. I do think you can have an inspired moment at SB but do agree it is random and dependent on where you are located. This morning I had two different experiences at my local SB. I was behind a customer that was texting on her phone and it was her turn at the register. Does she look up to give her order? The partner said hi how can I help you but she continues to text for a short bit. Jeez! Then, a customer comes in with his service dog (have never seen that before) and people were so nice and open on both sides of the counter. He had no problem. You could see the dog was a service dog. Nice moment there but it made think that in a matter of 45 mins or so there were these two different interactions.
I was a preschool teacher before working at Starbucks, so my inspired moments are usually with customers with kids. I give out stickers (that I bring myself), recommend yummy caffeine-free drinks, and-when the store is slow enough-give out little sample cups of Cotton Candy frappucinos. I almost always get big smiles, and these moments are what make my shifts fun. 🙂