Starbucks Baristas: The daily grind
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Customer Survey Suggestions & Flaws (I'm a Partner) (self.starbucksbaristas)
submitted by rebeccakhodai
TLDR; I am a partner who believes the Customer Survey is flawed and that it needs to change/be improved. I am looking for more opinions/feedback/thoughts so that I can craft this in a way to share constructively with higher up.
If it matters, I am a Partner in Canada and I work in a high-volume/fast-paced mall location. I've been with Starbucks for 4 years.
I did post this in another group. Please delete if not allowed.
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Hello, if you're a partner, you know about customer connections and store operations scores. You also would know about the surveys that are sent to registered Starbucks Members. If you are a customer (registered member), you may have received a survey after a visit to Starbucks.
These customer connection scores can be encouraging, or disappointing. It depends on so many variables. I am saying that I believe that the results are flawed because of the customer survey. I don't expect it to be perfect, but I believe it can be improved. In this recent Partner Survey (which I strongly suggest you do), and the recent dip in my store's customer connection score made me think. I have always thought this but never cared before to voice it.
I was encouraged to share these thoughts through the survey. I wanted to do something else and try and share these thoughts but also get feedback and opinions from all.
I have listed a few things as to why I believe it is flawed and some suggestions. It's a very vague and basic list, but please let me know if you have any ideas or comments.
If it matters, I am a Partner in Canada and I work in a high-volume/fast-paced mall location.
* Surveys should be different for Mobile Order & Pay (M.O.P.)/ Café (In-Store)/Drive-Thru
* M.O.P.: These customers are often times not interested in waiting around or talking much when picking up their orders. They are on the go and only want to come in and out as quick as they can. They have some different expectations.
* Café: These customers are the ones who experience the most of the "connection" and Third Place because they are right there in the store. They have interacted with the P.O.S. partner and others until they get their order at the end of handoff. They have some different expectations, unlike an M.O.P customer
* Drive-Thru: I personally have never worked in a Drive-Thru store so I cannot give an opinion or observation for this, yet.
* Flaws in the Rating System:
* I don't believe that the customer connection data should only consider a "7" (the highest rating on the scale) the only valid answer to gain a point in the connection score. It should be a range at least. I suggest that a rating from 5-7 should be considered a point and contribute to the customer connection score.
* Most people do not give the highest rating (despite their experience, even if amazing), because it seems like that absolute is not real or attainable. For whatever the reason they may have, it does not reflect the true experience they had. If the rating is between 1-6, or you do not answer it, it is completely ignored and disregarded.
* Often times, disgruntled customers are the ones who are especially keen on filling out surveys
* Access to Survey:
* The survey should be sent out more frequently. Regular customers don't get them that often.
* Of course, it is only just Starbucks members who will out the surveys. That is already a way that controls the people who receive the survey. I believe it should be sent/available to both members & non-members (this in itself can help view trends in data).
* There are customers who just do not want to sign up to be a member but still visit Starbucks often. They are not interested in dealing with another points card or membership and don't care for that. They enjoy the third-place we provide and the baristas they know.
* A suggestion is that this could be done through scanning a QR Code on the sleeve, cup or receipt (or a website on the receipt). A small incentive for the people who are not interested in a membership (like a small coffee or tea only)
These are some rough ideas and opinions I have, please be kind. I am interested on crafting this to share higher-up.
Thank you, Rebecca
If it matters, I am a Partner in Canada and I work in a high-volume/fast-paced mall location. I've been with Starbucks for 4 years.
I did post this in another group. Please delete if not allowed.
\--------------------------------------------------------------------------------------------------------------------------------
Hello, if you're a partner, you know about customer connections and store operations scores. You also would know about the surveys that are sent to registered Starbucks Members. If you are a customer (registered member), you may have received a survey after a visit to Starbucks.
These customer connection scores can be encouraging, or disappointing. It depends on so many variables. I am saying that I believe that the results are flawed because of the customer survey. I don't expect it to be perfect, but I believe it can be improved. In this recent Partner Survey (which I strongly suggest you do), and the recent dip in my store's customer connection score made me think. I have always thought this but never cared before to voice it.
I was encouraged to share these thoughts through the survey. I wanted to do something else and try and share these thoughts but also get feedback and opinions from all.
I have listed a few things as to why I believe it is flawed and some suggestions. It's a very vague and basic list, but please let me know if you have any ideas or comments.
If it matters, I am a Partner in Canada and I work in a high-volume/fast-paced mall location.
* Surveys should be different for Mobile Order & Pay (M.O.P.)/ Café (In-Store)/Drive-Thru
* M.O.P.: These customers are often times not interested in waiting around or talking much when picking up their orders. They are on the go and only want to come in and out as quick as they can. They have some different expectations.
* Café: These customers are the ones who experience the most of the "connection" and Third Place because they are right there in the store. They have interacted with the P.O.S. partner and others until they get their order at the end of handoff. They have some different expectations, unlike an M.O.P customer
* Drive-Thru: I personally have never worked in a Drive-Thru store so I cannot give an opinion or observation for this, yet.
* Flaws in the Rating System:
* I don't believe that the customer connection data should only consider a "7" (the highest rating on the scale) the only valid answer to gain a point in the connection score. It should be a range at least. I suggest that a rating from 5-7 should be considered a point and contribute to the customer connection score.
* Most people do not give the highest rating (despite their experience, even if amazing), because it seems like that absolute is not real or attainable. For whatever the reason they may have, it does not reflect the true experience they had. If the rating is between 1-6, or you do not answer it, it is completely ignored and disregarded.
* Often times, disgruntled customers are the ones who are especially keen on filling out surveys
* Access to Survey:
* The survey should be sent out more frequently. Regular customers don't get them that often.
* Of course, it is only just Starbucks members who will out the surveys. That is already a way that controls the people who receive the survey. I believe it should be sent/available to both members & non-members (this in itself can help view trends in data).
* There are customers who just do not want to sign up to be a member but still visit Starbucks often. They are not interested in dealing with another points card or membership and don't care for that. They enjoy the third-place we provide and the baristas they know.
* A suggestion is that this could be done through scanning a QR Code on the sleeve, cup or receipt (or a website on the receipt). A small incentive for the people who are not interested in a membership (like a small coffee or tea only)
These are some rough ideas and opinions I have, please be kind. I am interested on crafting this to share higher-up.
Thank you, Rebecca
Magseroni 2 points 2y ago
Oh it’s definitely flawed in the US and Canada. We have a 4.8 star review for my store going on Google, yet, the surveys say we are among the lowest in the nation. My GM calls a meeting. We need to get our scores up she says but she doesn’t see us doing terribly at connecting with our customers so you can read the implications there. Still she asked us what we thought we could do better.
[deleted] 2 points 2y ago
Yeah, I totally get that, we were one of the lowest as well, which is disheartening because I see great connections right in front of me but that’s not always recognized. Tysm! Good luck though!
Magseroni 2 points 2y ago
Ikr I was like... “I literally made kids origami animals out of cups. They loved it.” I’m thinking “what could be a better connection than that exasperatedly. “ So I ask my manager “what can I do better?” She was pretty silent so I assume not much.
onapapersun 2 points 2y ago
My big issue that I have with the questions is that its so vague that is it leaves it wide open for interpretation. Especially the question "did my barista get to know me?".
Like, what do you mean by that? "Is it the barista greeting me?"
"Barista knowing my name and/or drink?
" Barista knows my life story?"
" I just want my coffee and leave."
Apparently this is the question that affects our customer connection score. No matter what we do, we never seem to go past 60 and compare to other stores in the district, we are the friendliest. Its frustrating when i constantly hear my boss talk about those connection score and it feels like it's not good enough. Every customer is different and sometimes don't always want to connect.
So improving on the actual questions will make and a difference as well. Good work so far.
Like, what do you mean by that? "Is it the barista greeting me?"
"Barista knowing my name and/or drink?
" Barista knows my life story?"
" I just want my coffee and leave."
Apparently this is the question that affects our customer connection score. No matter what we do, we never seem to go past 60 and compare to other stores in the district, we are the friendliest. Its frustrating when i constantly hear my boss talk about those connection score and it feels like it's not good enough. Every customer is different and sometimes don't always want to connect.
So improving on the actual questions will make and a difference as well. Good work so far.
[deleted] 1 points 2y ago
Yeah exactly! I completely agree! I will make a note of this. I couldn’t remember what questions bothered me the most but, that was the one! Thank you!
mushroomappreciation 2 points 2y ago
Those are awesome suggestions, I don’t believe the surveys apply to me as I work in an in-store kiosk but from what I have heard your suggestions seem to follow what others are saying
[deleted] 1 points 2y ago
Thank you!!
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