Leadership Melvin Yuan on 28 Sep 2007 09:45 am
PR through the eyes of a Starbucks Customer
PR lessons can be learned anywhere; and a morning coffee experience proved it.
Some days back, I had a meeting at a Starbucks cafe that I’ve never been to until then. What was different about this one, was that it had no air conditioning. (Aside: Yes, I live in Singapore, the Air-conditioned Nation.)
There were two main seating areas at this outlet (which was part of a shopping mall) - one at the basement of the mall where the drinks counter was; and the other was an open area by the road on the ground level.
Since the weather was rather humid, I asked the lady who took my order for Cappuccino - if it was more cooling to sit at the basement level that morning, or on the ground level.
To which she replied - “I prefer sitting upstairs”.
Well, this didn’t really do anything for me. I wanted to know where it was more comfortable (cooler), and not her preference.
Fear of commitment
If you’re following my point, you’ll know by now that I’m referring to company representatives who fear committing to customers. Even if it’s a simple question - How can I get a better experience?
Customers will know when you’re not even confident of who you are, and what you stand for.
And today, the transparent Web will put more customers directly in front of every employee - both at the front-lines and even in the back-office; so your customer strategy will have to extend beyond your polished customer relations director.
In the same vein, your ever-prepared PR director will have start thinking about what every employee will (or will not) say to the citizen journalist who comes in the form of an angry customer or a curious investor; and not just the “official statement”.
on 07 Oct 2007 at 10:05 am 1.walter said …
Hmmm…. I think she isn’t entirely wrong in stating her preference of sitting upstairs, which may be cooler after all? Sometimes I do ask waiters and waitresses taking our orders for their recommendations, and this is an acid test of their product knowledge and customer orientation. While she is wrong in not directly answering your question, she did weigh the situation in her mind and reflect what she thought was best.
on 10 Oct 2007 at 10:47 am 2.Melvin Yuan said …
Hi Walter,
you’re right that she isn’t wrong by choosing not to answer my question directly. And I was simply using that scenario as an analogy to a bigger issue - that companies (and people who represent these companies) are not confident enough of the business and its products. As a result, they do not instil confidence in customers.
If for instance, I were a doctor, and you were my patient; I’m sure you rather I confidently prescribe what’s best for you, rather than tell you what I (personally) prefer?
My point is really not about customer service, but business leadership.