Starbucks: Delivering Customer Service
I. 2002 Customer Profile:
•Most of the customers were young, less educated and people with a lower annual
income when compared to the previous group.
•This set of people tend to like caffeinated beverages constitute 70%, Food items
and Accessories constitute 17%, whereas Whole-bean coffee had 7% in net
revenues.
•People here are price sensitive and they have more liking towards the hand crafted
once.
•Most of the people had no time to sit and enjoy the ambience, they would collect
their coffee and leave the shop
•There are many small coffee chains which have a tiny difference from the
Starbucks, so people tend to go to other coffee shops.
•People’s like for specialty coffee has been increasing from what we see in exhibit 6.
•Exhibit 7, we can see that people feel that, they are paying more for what they are
getting. Coffee consumption in 2002 is higher when compared to the following
years.
•Exhibit 8, Average number of cups of coffee per week an average individual takes
at home and away from home are 15, which had reduced by 4 cups from the
previous decade coffee consumers.
•Exhibit 8, customers attitude towards Starbucks was low when compared to the
previous decade customers, the noteworthy once are Known for speciality
coffee-44%, Brand I trust-30%, High quality Brand-34% etc.
1992 Customer Profile:
•Most of the customer base was of affluent, well-educated, white collar female.
•This set of people tend to like whole-bean coffees, which constituted 50% of the
