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Ice Water Test of Starbucks Strategy, Implementation, and Tactical

Guest post by: Bruce Razban

Article Overview: A simple test sometimes verifies and validates what thousands of pages of strategy documents cannot. A simple request at a Starbucks, and the response in superior service, convinced me of the strategy excellence at Starbucks.

Ice Water Test of Starbucks Strategy, Implementation, and Tactical

I have read almost all books regarding Howard Schultz, the CEO of Starbucks and the company. Reading these books as a Senior Management Consultant with 32 years of experience was helpful to me.

However, the real test of Howard's excellence at making an outstanding company, culture, community, and operation happened totally by accident. At the end of tiring day far away from home, and totally disappointed about the outcome of several meetings, I decided to go to nearest Starbucks. As I entered the store, I realized that I had left my wallet in the office. Therefore, I had no money. I called a colleague and he promised to bring my wallet in about half an hour.

While looking at the menu, I decided to ask for an Ice Water. The Baristas (staff) almost jumped to make sure they give me that perfect cup. "How much ice would you like?" "Would you like a small or big cup?" Then there was the question that they did not ask. They did not ask "Anything else to go with this?" It was clear to me that they had already anticipated my panic for having no money with me. "Please feel free to come back for a refill, if you like. It is free!" They did seem genuinely interested in serving me.

There was absolutely no difference on how I was treated this time and other times when I would spend a lot more than others and buy many drinks and snacks. Closing time approached fast and there was no sign of my colleague bringing my valet. I noticed the person who had served me my ice water glass was politely offering me a chocolate chip cookie in a small bag. "Sir, I bought too many of these for myself. Would you like one of them?"

"How long have you worked for Starbucks?" He said "two years." "Tell me, honestly, how is it to work here?" Before he could answer, I had guessed. They must feel good about their job. This high level of job satisfaction helped them treat me so well. There must have been a great deal of mutual trust and loyalty. The employees in this Starbucks and many other places I have visited demonstrate a sense of empowerment and confidence that makes superior service almost effortless and routine for them. They do it and show it with each tiny aspect of their work. This practice is second nature to them. As these thoughts were parading on my mind, I noticed that the employee was starting to tell me his honest answer.

His answer was, "Starbucks takes good care of me, and I take good care of Starbucks and all Starbucks Customers!" Then he rushed to add, "I must say, working here is not just work. It is also fun!" He also hesitantly added that, "No place is always perfect, but this comes closest to being one."

I had sensed the same feeling of pride and confidence with the Starbucks CEO when he personally replied to my email.

That one ice water cup validated all that was written in "Pour Your Heart Into It"," It is Not About Coffee", or "The Starbucks Experience". In addition, that ice water cup, gave me warm heart-felt meaning of Michael Gates Gill's book, "How Starbucks Saved My Life". This book had resonated with me before since I have a lot in common with Michael.

So, Howard, Onward and Upward! Great job!

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Article Tags: ceo, chocolate chip cookie, closing time, colleague, company culture, culture community, drinks, half an hour, howard schultz, job satisfaction, management consultant, money, mutual trust, nbsp, senior management, snacks, starbucks, valet, wallet, water glass



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