“We are not in the coffee business serving people, we are in the people business serving coffee. People want to be part of something larger than themselves. They want to be part of something they’re proud of, that they’ll fight for, and that they trust. “ – Howard Schultz
This is what Starbucks has built – no wonder they have raving employees and raving customers that can’t go a day without them.
So what makes Starbucks different from their competition?
Customer Service Vision Statement
“We create inspired moments in each customer’s day. ANTICIPATE CONNECT PERSONALIZE OWN.”
This is the customer service vision statement of Starbucks. And they make sure their employees are reminded of that every single day by placing it on the inside of their aprons.
The service vision is such an important tool that organizations need to have so team members understand what their role is in the company, how important their role is, and if they’re not on their game, it’s a reminder of how they can ruin that very easily.
The customer service vision is totally different from your company’s mission, purpose, or core values. It’s created to inspire your employees and to remind them of what they need to do in every interaction they have with customers – whether it’s five seconds or 15 minutes.
This is the starting point of what is referred to as the “burden” of the brand, where you’re living up to your customer experience. And this experience is what draws them in for the first time or which brings them back over and over again.
The 4 Pillars of Starbucks’ Service Vision
The Starbucks pillars are: anticipate, connect, personalize, and own.
- Anticipate – For instance, anticipate the unintended request of your customer.
- Connect – Make a connection. (There’s a way to make a connection without extending the time.)
- Personalize – There are over 170,000 ways you can order your Starbucks drink that’s why people love Starbucks.
- Own – Make the customer feel that you are happy to make their order again if that’s what they want or you can make them something different. Whatever it is, own it. Or if the customer drops their drink, own the experience and give them a new one.
What a strong service vision does is it rallies your people to have a reason to get out of bed and run to work because they know they can make a difference.
For more information and resources on how to create a strong service vision for your organization, check out The Customer Service Revolution podcast. If you’d like to listen, head over 013: Key Takeaways from Today’s Featured Leader: Howard Schultz – Part 2.