There has been a great deal of talk about Starbucks and the plan to improve the customer experience.  Some of the latest buzz includes Howard Schultz's idea to bring Starbucks back to its roots by implementing a coupon campaign.  Then there was the news that the company unveiled two new drinks in an attempt to provide healthier drinks for its customers.  However, the questions that are on everyone's mind is:  Will these initiatives work?  How can Starbucks improve? 

According to Advertising Age, Starbucks will spend $100 million on the coupon campaign.  I don't necessarily think this will improve "the Starbucks experience" so much.  If anything, perhaps it will bring in new customers wanting to try out Starbucks coffee.  Maybe that was the idea, but what coffee drinker hasn't tried Starbucks coffee yet?  I think the $100 million could be better spent in training employees or implementing some kind of rewards program for loyal customers. 

As for the two new drinks, I believe Starbucks is headed in the right direction.  People are becoming more health conscious - especially in places like California where I live.  Fat-free and organic food products are being offered in many food establishments.  In order to compete with other cafes, Starbucks has to provide healthier drinks. 

What Do Customers Really Want From Starbucks?

As a Starbucks fan I write about many of my experiences about the company on my blog.  I also read many of the news articles and blogs where people offer their own thoughts about how the company could improve.  The most common complaint that I've come across is that Starbucks has grown too fast and the shops now have more of a corporate feel.  The company needs to regain that individuality and uniqueness that it once had when it first started out in the 70's.  Many people feel that Starbucks has turned into another McDonalds or Gap where customers are treated like a commodity.  I actually haven't spent as much time as I used to in Starbucks and have opted for hanging out in a privately owned coffee shop that offers free wifi in a more unique, "homely" environment.  Think "Central Perk" in the TV show, Friends.

Customer service and marketing bloggers have joined forces to help spread information about how Starbucks could improve.  One such initiative is The Starbucks Project which was started by Becky Carroll and Jay Ehret.  This project offers many suggestions and feedback that hopefully Starbucks will pay attention to - that is, if the company follows what people are saying about them in the "blogosphere". 

I do give Starbucks credit for starting the My Starbucks Idea website which has sparked much-needed feedback from Starbucks customers.  As of the writing of this article, the top idea is having great conversation at Starbucks and building a sense of community within its locations.  I would suggest bringing in influential leaders or interesting people from the community to give talks or seminars or even some kind of entertainment/open mic night where people could read poetry.  That would certainly fill up the coffee shops! 

What do you think would help improve the Starbucks experience for you?