March 21, 2009

Unexpected apology and free gift from Starbucks

Here is a kudo for customer care at Starbucks on a visit this week. While driving back to town one afternoon, I stopped at a Starbucks cafe that is about a year old. The store was not very busy. I walked directly to the counter and ordered a regular coffee. While waiting, I turned to look around at the store and the posters on the wall ("87,000 possible combinations, etc.). Seconds later, the barista slid a card to me, and asked if I had ever tried an Americano.  I told her that or the coffee was fine and wondered what it was about.

When I looked at the card, I saw it was an nicely printed apology from Starbucks for not being able to properly serve me, redeemable for a complimentary drink. I received the Americano as the barista, who was also the manager, apologized that their coffee grinder was being repaired and they didn't have any coffee available.

So I took the Americana to the outdoor chairs and sat to enjoy a few minutes of sunshine on a pleasant Carolina afternoon, pleased on my unexpected good fortune. The Americano was not anything outstanding (but a memorable Americano drink is probably an oxymoron anyway).

Still, I enjoyed my Americano and thought inking about how the store immediately acknowledged their shortcoming. To me, they had gone above what I would have expected, since I  would have just accepted the explanation and thne ordered something else.

Going beyond the expected

The apology and complimentary beverage was not really necessary but it did make me feel special. Of course, a part of me wondered why any business would need  such a nicely prepared apology card at the ready.  But probably anyone who had ordered coffee received the apology card, so this was ready to go when I got there.

As a small business owner, I recognize that instilling high levels of customer care is one of the keys to success. Congratulations to Starbucks in paying attention to this small detail.