In my e-mail yesterday was a message from Starbucks (SBUX) about the newest ideas that have been implemented in Starbucks stores as a result of its My Starbucks Idea website. Starbucks wasn't promoting anything, trying to sell me anything, or trying to persuade me to take any kind of action. They just wanted me to know that they care what their customers and partners (employees) think, and as proof of that care, they take action on the feedback they receive.
Message received. Loyalty reinforced.
The My Starbucks Idea system is a formidable best practice that creates customer loyalty, employee engagement, and profits that the U.S. restaurant industry can't really afford to ignore.
The ideas that are being implemented because of the My Starbucks Idea system are neither small nor insignificant. It probably took Starbucks user AB523 about 10 minutes to type out a very detailed and thoughtful suggestion about how to accept mobile payments at the Starbucks drive-thru windows. But for Starbucks to implement that idea effectively, it took a significant investment of time, talent, and capital.
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