Starbucks and a failure to execute properly usually don’t walk hand-in-hand when it comes to talking about its loyalty program. Since the iconic brand announced major changes to its loyalty program on Feb. 22−the My Starbucks Rewards loyalty program will now be based on how much money customers spend rather than number of visits−most of the prominent social media comments have been from unhappy patrons.
Fast forward to July 21 when, during the company’s third-quarter earnings call, Starbucks CEO Howard S. Schultz....