Nowadays, almost all coffee lovers drink or heard of Starbucks. Starbucks is one of the most successful coffee chain in the world. It has more than 23 thousand stores in 64 countries, with 13 thousand in the U.S, 2 thousand in China, 1,500 stores in Canada, 1,000 stores in Japan and over 900 in United Kingdom. The success of Starbucks is undeniable. The company’s net-worth is multi-million. Like Starbucks’s CEO said “Everything Starbucks touch becomes gold”. Yet, the success of Starbucks does not come in one day. It is the result of creativity, hard-work, and strong desire which will inspire and motivate the next generation to look up and become more successful.
The beauty of Starbucks comes from customer experience enhancement. People do not come to Starbucks to drink a cup of coffee. Instead, they want to experience the environment, the service and the time spent in the store. It is obvious that the quality of coffee is of importance. However, the leverage that separate the brand image of Starbucks to other existing coffee companies is Customer Experience Marketing (CEM).
In Starbucks, CEM contributes a huge impact on the success of Starbucks. Nowadays, there are a lot of stores that resemble Starbucks. They have been trying to copy and paste the style that Starbucks has, the environment and the service. It is certain that besides CEM other elements such as finance, risk management, supply chain management play an important role. However, the key factor that draws the customers to the stores and make them become a loyal customer is an effective CEM.