Starbucks Wise Move: Using and Acknowledging Customer Feedback
One of the six transparent marketing guidelines listed in my book, Don’t Think Pink, is to gather customer feedback. Lots of companies gather it, a few more actually use it, but very few go full circle and acknowledge that feedback had something to do with changes they made as a result.
Great marketing to women always involves that last step.
Starbucks just made news for just such a move, by admitting their milder roasts haven’t been a huge it - and changing things back. As reported by Janet Adamy for the Wall Street Journal:
“Because of your many requests for a bolder coffee choice throughout the day at Starbucks, we are bringing it back in the afternoon to many of those stores that sell lots of freshly brewed coffee all day long,” Starbucks said in a message posted on its customer feedback Web site Tuesday.
Do what very few of your competitors are doing and make a huge impact: Gather, use.. and acknowledge customer input.
