We Can All Learn From How Starbucks Revolutionized The Customer Service Industry
Starbucks’ Customer Service Vision Statement (aka Customer Experience Action Statement)
How did Howard Schultz express Starbuck’s customer service vision? “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 the business leaders of Starbucks Coffee Company have built. They have revolutionized the customer service industry – it is no wonder they have raving employees, and raving customers who can’t go a day without them. And it goes far beyond simple cups of coffee.
So, what makes Starbucks different from its competition?
“We create inspired moments in each customer’s day. ANTICIPATE CONNECT PERSONALIZE OWN.”
This is the customer service vision statement of Starbucks. At its foundation is customer engagement based on the human spirit. And by placing the statement on the inside of their retail store employees’ aprons, unlike most coffee shops they make sure those employees are reminded of the company’s vision every single day.
The service vision is an essential tool that organizations need to have so that team members understand what their role is in the company, as well as how important it is. And it’s a reminder of how they can ruin that role very easily if they’re not on their game.
The customer service vision is totally different from your company’s mission, purpose, or core values. It doesn’t mention specific features, or marketing incentives e.g., Starbucks rewards. The vision is 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 long.
Related: Learn more about the Customer Experience Action Statement in our Methodology
This is the starting point of what is referred to as the “burden” of the brand, i.e. if you’re living up to your customer experience. And this user experience – which can begin on a mobile app or when receiving a Starbucks Card as a gift, before a customer even sets foot in a store – 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, predict the unspoken request of your customer.
- Connect – Make a connection. (While an order placed on a mobile device needs less face-to-face contact, there’s always a way to connect with a customer at a retail location without extending the time.)
- Personalize – There are over 170,000 ways you can order your Starbucks drink; people love personalized experience, and the Starbucks experience delivers it to customers AND back to the company – via happy customers, who typically spend more
- Own – Make the customer feel that you are happy to make their order again if that’s what they want or offer to make them something different. Whatever it is, own it. If the customer drops their drink, own the experience, and cheerfully give them a new one.
What is the Purpose of a Strong Customer Service Vision?
A strong customer service vision rallies your troops! Introduced during customer service training, it is in place so your employees have a reason to get out of bed and run to work, knowing they make a difference by contributing to a world-class customer service experience. It is what can make you, like Starbucks, a leader in service.
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 to 013: Key Takeaways from Today’s Featured Leader: Howard Schultz – Part 2.
Starbucks Mission
Starbucks’ mission statement aligns with, but is different than their vision statement. The mission statement is something that is accomplished over time, where the vision statement can be measured in single encounters.
Starbucks Customer Service: Elevating Culture Through a Service Vision
Starbucks isn’t just a coffee shop; it’s a global phenomenon. At the core of its success is something every business leader should strive to replicate: a rock-solid service vision. Starbucks doesn’t just serve coffee; they serve moments of connection, humanity, and belonging. Their service vision has been instrumental in shaping their culture, redefining customer service, and driving their business to remarkable heights.
What Makes Starbucks’ Service Vision So Impactful?
Howard Schultz, the company’s visionary leader, once said, “We are not in the coffee business serving people. We are in the people business serving coffee.” This philosophy underscores Starbucks’ approach to customer service. Their service vision isn’t just about selling lattes; it’s about creating a “third place” — a space between home and work where customers feel valued, comfortable, and inspired.
But how does this lofty ideal translate into the day-to-day experiences of their customers? The answer lies in their culture. Starbucks trains its employees, or “partners,” to deliver on this vision with genuine care, attention to detail, and a relentless focus on the customer experience.
Service Initiatives That Deliver on the Vision
Starbucks has implemented several customer-centric initiatives that bring their service vision to life:
- Personalization Through Name-Calling
Few things make a customer feel seen like hearing their name. Writing names on cups is more than a practical order system—it’s a small but powerful gesture of personalization. For corporate executives, the takeaway is clear: even small, scalable actions can make customers feel recognized and valued. - Empowering Partners (Employees)
Starbucks empowers its partners to make decisions that benefit customers. For example, baristas have the freedom to remake a drink if it’s not up to the customer’s satisfaction, no questions asked. This empowerment reinforces trust between the company and its employees and ensures that customers always leave satisfied. - Commitment to Community and Inclusivity
Starbucks creates spaces where everyone feels welcome. From its community-focused store designs to its initiatives supporting diversity and inclusion, Starbucks demonstrates how aligning a company’s culture with its service vision can create a deep emotional connection with customers.
The Impact on Customer Service and Business
Starbucks’ commitment to its service vision has done more than win customer loyalty—it’s turned customers into brand advocates. According to a 2023 study, Starbucks leads the coffee industry in customer satisfaction and is frequently cited as one of the most trusted brands globally.
The real magic happens when a customer walks into a Starbucks store. They experience consistency, warmth, and a sense of community. This experience drives repeat visits, increases customer lifetime value, and boosts brand equity.
For corporate executives, the lesson is clear: a well-executed service vision doesn’t just improve customer service; it transforms the bottom line.
What Can Your Business Learn from Starbucks?
Whether you’re in hospitality, retail, or B2B, there are practical lessons to take from Starbucks’ approach:
- Define Your Service Vision
A great service vision goes beyond what you sell. It captures how you want customers to feel and what you want them to experience. Invest time in crafting a vision that resonates with your brand’s mission and values. - Invest in Employee Empowerment
Happy employees create happy customers. Train and empower your team to make decisions that enhance the customer experience. Trust your people, and they’ll deliver exceptional service. - Focus on Connection
It’s not enough to sell products or services—focus on creating meaningful connections with your customers. Personalized interactions, consistent service, and a welcoming environment can transform one-time customers into lifelong advocates.
Final Thoughts
Starbucks has redefined what it means to deliver exceptional customer service. Their service vision has shaped a culture that prioritizes connection, community, and consistency, and it’s paid off in spades. For business leaders, the Starbucks model isn’t just inspiring—it’s a blueprint for success.
The question is: how will you bring these lessons into your business? Take a page from Starbucks’ playbook, and you might just brew up your own customer service revolution.
