When a company makes a change that affects customers, it should do so with care and communicate often and clearly why it is doing so.  This is why Starbucks shift in its customer awards program might not be going so well.  The company has moved from rewarding frequent customers to rewarding customers who purchase more of its product.  The modification makes sense from the company’s point of view but customers are miffed.  It is slighting those who make Starbucks their daily stop on the way to work in favor of those who purchase several coffees for members in the office — perhaps once a week.  Starbucks might lose customers as a result, which could dent the bottom line.  It depends on how many use the frequent rewards program.  If the fall-off is significant, it will be a lesson Starbucks shouldn’t forget

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