To: Howard Shultz and Orin Smith, CEO, Starbucks
From: John Smith, Marketing Manager
Subject: Customer satisfaction improvement
Introduction
In our recent market research we have disc overed that at that place is a downward trend in node satisfaction. It appears that over the past decade our practices have taken a good turn and no longer reflect our customer-focused company values. Considering that we claim to be a customer-focused company, this does not bode well for our image. According to our research, detain yr 61% of respondents strongly agreed with the statement, Starbucks c ars primarily closely making money. This number is up from 53% the year before. We must rediscover our customers because growth in our firm ordain come from them. The purpose of this memo is to discuss the potential benefits of investment $40 million more per year in our partners. With this investment, we nates add an additional 20 hours of wear out per week, per store. By adding labor hours we will increase our profits due to more super satisfied customers. In this memo I will publish you with a recommendation and related suggestions for your approval.
Our Changing Customers
In the past, our customer base has consisted primarily of older white-collar educated people.
They considered Starbucks a trustworthy and high quality brand. Therefore, they were more willing to have a bun in the oven a premium price. Among our newer customers, who first visited within the past year, this willingness to honorarium has been diminishing. We can explain this trend by looking at the difference in demographics of our newer customers compared with our previous customers. Not only are they younger, but also they are less educated and betide into a lower income level. Our studies show that their satisfaction and trust in us have dropped, and thus are unwilling to ante up our premium prices. Although we have seen consistent growth in annual revenues, we must tailor our customer satisfaction strategy to...If you fatality to get a full essay, order it on our website: Ordercustompaper.com
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