Enter the workshop (12) ---- Starbucks Experience

Returning home to get a driver's license, passing by the city of zaoqiang County, and opening and closing stores on both sides of the street are half different, lamenting the slow pace of life in the small county. In the process of urbanization, more people are pushed from the background to the front-end. With the opportunity to face users directly, how can we get out of complicated daily management to improve enterprise performance, the Starbucks experience I read these days provides a good answer.

From the title, we can see that this book is intended to explain what unique experience Starbucks has and how it has been achieved. Just as ledi analyzed the surging demand of users in the video industry, users have the same pattern of service industry experience importance. This is why haidilao is able to get out of Sichuan and enjoy the favor of consumers by the average level of hot pot, because haidilao is also selling experience.

This book explains the Starbucks experience first from the green apron manual, which is indeed the embodiment of Starbucks' operating philosophy: hospitable, sincere, considerate, knowledgeable, and actively invested. These concepts are like the common content of "Eight honors and eight shame", and the key lies in how to implement them.

Ledi split the Starbucks experience described in this book into three types of experience: Employee Support experience, peripheral hardware support experience, and social responsibility experience.

Ledi first analyzed,The core of Starbucks Experience:Staff support experience. The staff support experience includes the five concepts that consist of staff services. Warm and hospitable: give customers uniqueness; treat people with sincerity: Employees build personal relationships with customers, not just business contacts, discover customer needs and respond to requirements to take action; caring and considerate: Caring for customers; bo xueduo has a deep understanding of coffee history and surrounding knowledge to help customers better enjoy coffee culture (just as Quanjude introduced roast duck history before eating roast duck). He is actively engaged in: in-store, out-of-store, company, communityEmployeeAll of them have made enough investment.

So where can we find such comprehensive employees? Obviously, not everyone has such qualities. So how did Starbucks build such a highly humane team?

Starbucks builds a first-line service team through the following three points:

1.The "green apron manual" is sent to employees so that they can understand the core spirit of Starbucks.Based on this, employees are trained in three aspects: ① basic training, such as general division of labor and responsibilities, hard service skills such as coffee making. ② Training on coffee history and surrounding knowledge enables employees to have better knowledge literacy and bring coffee culture to customers. ③ Training of human services. The training here adopts different training forms based on fixed principles, such as simulated scenario training, case discussion and contact training, so that employees can participate in the training, understand and practice the service concept, and enhance the service quality. The training here is in line with the characteristics of the service industry. The case scenario is flexible. It is important for employees to grasp the service concept and fully mobilize their enthusiasm and creativity.

2. Caring for employees. Leaders care for employees' lives, give encouragement and appreciation at the right time, create surprises for employees, and create a lively company culture. Let employees understand the global significance of what they do. Here, the care is intended to achieve the effect of caring for employees and customers through leadership. Starbucks attaches great importance to the cultivation of this kind of effective behavior model similar to those mentioned in the Warring States period. In this way, from the perspective of employees, we do not just mechanical work, but creative work to realize the value of life.

3. Starbucks employees participate in community volunteer services. The factors required for the smooth implementation of volunteer services are the same as those required for commercial projects. Identifying team goals, conducting strategic thinking, controlling the overall progress, and improving various abilities in volunteer activities. Employees will also receive high-level enthusiasm because the company attaches importance to social responsibility.

The above is how Starbucks mobilized the first-line team. The front-line teams can be mobilized to take full advantage of their initiative and creativity to reach the goal of making everyone a soldier. Such teams are easier to adjust and become successful.

Next, ledi analyzed the supporting experience of peripheral hardware. The "hardware" here refers to a unique experience except for Human Services. For example, designers in the store design to enhance the practicality, Paper Packaging Box CD enhance the experience, background music, in-store color, comfortable furniture, appropriate lighting are very exquisite. The pursuit of excellence in coffee procurement, baking and to the hands of users. Starbucks will also plan activities such as organizing "ice cream social Day", free trial of new products, and games with Starbucks cups on the roof of taxis, these experience types, beyond basic needs and performance requirements, give customers a unique experience and surprise.

To achieve these experiences, Starbucks has done its homework. For example, if the freshness of the coffee is not guaranteed, it will not expand. Starbucks provides farmers with a higher purchase price than the market price, and takes care of the benefits of agricultural workers. New products are not commercially available, we can still consider issues from the perspective of paying tuition fees and understanding users. Entering the new market will drive the prosperity of the entire region through data and vision, develop products that adapt to the region, and invite different opinion providers to jointly solve the problem of experience.

Finally, let's talk about the experience of social responsibility. Social ResponsibilityThe experience changes the reputation of Starbucks and the loss of reputation is a great loss to the company. The public is the most emotional. Enterprises that serve the public cannot begin with moral and service problems, otherwise they will be overwhelmed. Improve Services and assume social responsibility. In the long run, it is the embodiment of the company's core value. Starbucks goes deep into the community to conduct voluntary activities, actively advocate the use of green energy, and actively assume social responsibility. It is slowly making people remember that Starbucks is a trustworthy enterprise, which will have a positive and profound impact.

Looking back, Starbucks has achieved professionalism, responsibility, and humanization in all aspects. Such an enterprise is indeed worth learning and admiration.