Starbuck

March 2008

Global Starbucks In-store Experience Survey Report (Free Version)

CONTENT
About Us .............................................................................................................. 3 Methodology.......................................................................................................... 4 Sub-processes....................................................................................................... 5 Emotion Curves....................................................................................................... 6 Importance Rankings ................................................................................................ 7 Insights............................................................................................................... 8 What’s Next….......................................................................................................... 9

© 2001-2008 GCCRM. All rights reserved.

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Global Starbucks In-store Experience Survey Report (Free Version)

About Us
This research is co-organized by GCCRM and CustomerThink. About GCCRM GCCRM strives to help companies create effective customerexperiences. Since 2001, GCCRM has developed customer value and customer experience management methodologies and tools, including the Branded CEM Method, the 3C Method, and experience-centric X-VOC research. GCCRM offers multiple platforms to help organizations to acquire necessary knowledge, tools and methodologies to create their own branded experience to their target customers. These includefoundation training, knowledge transfer workshops, pre-project assessments, X-VOC research and client-specific consulting. For further details about GCCRM, please visit: http://www.gccrm.com. About CustomerThink CustomerThink is a global online community of business leaders striving to create profitable customer-centric enterprises. This site serves 300,000 newsletter subscribers and site visitorseach month from 200 countries worldwide. This is the place to learn about every facet of customer-centric business strategy in articles, blogs and news. You can also ask questions and network with other business professionals in the discussion forum. For further details about CustomerThink, please visit: http://www.customerthink.com.

Copyright © 2008 GCCRM The copyright in and title to the reportbelongs to GCCRM. Please contact research@gccrm.com should you want to reprint or quote any part of this report. Any agreed copy must be marked with all proprietary notices which appear on the original and will be subject to the requirement that you will acknowledge on the face of the reproduced material that it belongs to GCCRM

© 2001-2008 GCCRM. All rights reserved.

3

Global StarbucksIn-store Experience Survey Report (Free Version)

Methodology
This research takes the form of online survey. Survey sample is composed by the global subscribers of CustomerThink.com and GCCRM.com, plus a selected sample size of 60,800 online members of SmartClub (www.smartclub.com.cn) in Mainland China. The survey starts from September 20, 2007 and ends on October 8, 2007. A total of 3,865valid responses were collected. The guiding principles and the tools for design, execution and analysis of this research are based on the U.S. patent-pending Branded Customer Experience Management Method and the Customer Experience Research Method: Balanced Experience Level™ is an index that reflects the effectiveness of multiple touch-points in delivering a balanced experience; BEI™ (BrandedExperience Index) is an index that reflects the effectiveness of a touch-point experience to a brand in delivering target brand values; BIW™ (Branded Importance Weighting) is a weighting to reflect the importance level of a sub-process or a touch-point to a brand; Branded-X™ (Branded Experience) is the optimal experience when you are delivering your most unique brand values and meet (or exceed) the most...