Quick Hits: Starbucks on Creating an Adaptive Customer Experience Culture

We often stress the importance of developing a customer-centric culture, but what happens when the culture of a customer base is inconsistent?

This challenge, a pressing one for any global business, manifests notably in the Latin American market. Though commonly treated by external observers as a singular region, the various Latin American nations each have their own cultures, tastes and proclivities. As a result, static customer experience and employee experience strategies are ill-fitting.

In a recent "quick hits" interview with Call Center IQ, Mercy Potts-Noah, MSHRM, Regional Director of Human Resources with Starbucks, explained how her organization assures an adaptive customer experience in the LatAm region.

How do you go about articulating a clear vision of what Starbucks’ ideal customer experience looks like?
Through customer feedback and leadership alignment on what the customer is telling us, we cascade the vision to all employees through leaders, training, and follow up.

What do "inspired moments" mean at Starbucks?
Genuine daily connections with customers that leave impressions which touch people’s lives. This creates customer loyalty and appreciation.

When entering new Latin American markets, what are the challenges of cultivating customer service leaders?
The biggest issue is everyday consistency.

Do you find that there are different service expectations in different Latin American markets?
Yes, Latin America is high on customer service, therefore, expectations from consumers are high. But the service looks different based on the country you are in.

Can you give one or two examples?
The level of attention and interaction does vary by country. In the Caribbean, for example, the level of service expected once the transaction has happened is low. The consumer wants to enjoy the product without being bothered as they sit in the lobby. In Argentina though, the level of service expected while in the lobby is higher and the consumer wants employee interaction.

Lastly, how important are performance reviews in ensuring employees are following Starbucks customer service vision?
Critical. If you do not measure it, it will not get done. People need clear parameters in which to work in and performance reviews provide people with feedback on how they’re doing within those parameters. This should not be an event though, but rather an ongoing activity leaders drive and set the example against.