It seems to me that Starbucks has finally been forced to face the reality that it can’t succeed by taking its best customers for granted. Recently it introduced its Starbucks Gold program that offers daily discounts for Gold Card holders. Just a few days ago I even received a postcard in the mail from Starbucks with a coupon for a free birthday beverage. This is definitely a move in the right direction.
I’ve been a regular Starbucks customer for more than 15 years. Before there were Starbucks stores in my area, I had my favorite Yukon Blend shipped to my home each month. I was able to discontinue that once they started opening stores in North Carolina. Until this year, my loyalty to Starbucks has essentially gone unrewarded. It took a significant downturn in their business for them to realize or recognize the value of its dedicated customers. I applaud them for finally taking a step in the right direction.
Post by Dan Dunlop, Brand Expeditions
