Customer Experience And Customer Relationship Management By Starbucks

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3.Customer Experience and Customer value
In customer relationship management (CRM), the term of value can define as the difference between received from a product or service and the sacrifices might exist during experience those benefits ( Buttle, F., & Maklan, S., 2015). The definition can describe in the form of an equation: There are two aspects under customer value where are desired value and perceived value. Desired value indicated what customers desire get from product or service. Perceived value indicated the benefit of customer wish to receive from a product after it was purchased and use.

Value through Marketing Mix
 Value from product
Product based value define as the customer get the benefit from product innovation, incremental …show more content…

Recently, Starbucks had adding new feature which is Mobile Order & Pay feature within their app where it can to retention customer loyalty. Customer can make an order to through option which use credit card, debit card and so on. Starbucks wants encourage existing customer to make repeat purchasing and create new feature in mobile payments for easier customer use within the app. Therefore, customer can place their order cup of coffee or dessert before they even arrive at the shop. It is very convenient and save time for customer queue up to pay a bill. Moreover, Starbucks employee will take some few second to ask customer first name while place an order and call customers by first name during the coffee is ready to serve. From these, customers will feel respected, friendly and value deserve for what they willing to pay. Next, Starbucks are provided customer a great atmosphere and a premium coffee drinking experiences. Starbucks provide fast speed of WIFI service which suitable for customer meeting, gathering and so on. It is build a conform surrounding for customer staying longer or they frequently make a purchase a cup of coffee in …show more content…

Social media is very important for every company in order can keep updating latest news, interact and build up good relationship with customers. For example, Starbucks has their own social media where are Facebook page, Twitter, Instagram, Blog, Pinterest and so on. Therefore, Starbucks can get better understanding feedback or suggestions from customer experience of its service. Starbucks based on require from customer to make any improvement or amendment on their service. Therefore, loyalty customer feel satisfy with their efficiency solving or answering customer problem. Hence, Starbucks can gain good customer value because they able to keep interact with customer and solve problems quickly.
Value from promotion
Starbucks has offer many promotions to retain customers loyalty especially during festival day. Recently, Starbucks offer a "buy-1-free-1" Ramadan promotion when you purchase any promotional beverage. This promotion is available in every Starbucks store in Malaysia. However, it is only available on Wednesday and Friday from 5pm to 8pm (berbuka puasa). Hence, customers can enjoy the premium coffee at the discount price where there are provide free WIFI, unique and relaxing atmosphere. Through the promotion offered by Starbucks, they can raise customer awareness

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