A recent ShopperSight news story (see ShopperSight News, issue 67, "Shoppers Cynical About Retailer's Response to Feedback") highlighted the results of an Empathica study that found shoppers say they will be more loyal to retailers who respond to their feedback despite the fact that many don't think retailers are really listening to them. So in the spirit of finding ways to listen, really listen to shoppers, ShopperSight News is taking a look at a retailer that has invested significant time and effort into creating a forum dedicated to listening to its customers - Starbucks.
Though the effort has received mixed reviews about how many ideas are truly new or are from actual customers (versus employees), claims about its inauthenticity miss the point. My Starbucks Idea is a dedicated forum for talking with customers, and creating community within. It requires a deep investment from Starbucks, one that demonstrates a genuine and long-term commitment from the brand. Consider your brand and its efforts to truly listen to shoppers. Though not all ideas need to be acted upon, all ideas should be showcased to demonstrate that your organization is actually hearing customer input, a critical component to growing loyalty.
"Shoppers Cynical About Retailers' Response to Feedback," ShopperSight News, 7/12/12 www.shoppersightnews.com/
"The Starbucks App is Now Drive-Thru Friendly," My Starbucks Idea, 3/26/12 blogs.starbucks.com/blogs/customer/archive/2012/03/26/the-starbucks-app-is-now-drive-thru-friendly.aspx
"Tough Love for Starbucks," Brand Autopsy, January 2010 brandautopsy.typepad.com/brandautopsy/2010/01/tough-love-for-starbucks.html