• Response time – Make sure your organisation give feedback on queries on time without any delay.
• Advertisement – Regular adverts to sensitise the public of the organisations existence and to brand the organisation.
Starbucks has sustainable growth policies which inspire its employees to be part of the growth of its organization. The growth from 17009 stores in 2011 and with the five year strategy is anticipated to a growth of 30 000 stores around the globe which is a significant milestone in the growth of the Starbucks outlets.
Starbuck has adopted the strategy of the employer of choice which encourages the workforce to be part of the branded outlets of Starbuck whereby all job seekers wants to work for. Thus the employees own the company which encourage them to always perform better in order to attract more clients, with efficient and friendly service which in return boost the income. Starbuck strategy is to lead in coffee which ensures the clients that the organization is leading in a position in coffee agronomy, sourcing, roasting, brewing and the best handcrafted beverages. By diversifying the service offerings which creates a one stop shop hence clients are not only enjoying coffee but excellent breakfast, lunch or dinner.
Creating tea as one of the major business leads is a good strategy as not all clients enjoy coffee but with tea offering the cliental base will be growing. The launching Mobile Order, Pay and Deliver service will create more convenience as the clients goods are deliver at your doorstep. Customer service is the key to success for Starbuck hence adding value to its product offerings.
5. Customer Expectations
An organisation like Starbuck must b market oriented in an effort to create customer value which will result in attracting and retaining of customers (Jobber, 2010). Customer services is seen by customers as what an organisation does entirely to add value to its products or services which is visible to the customers.
5.1 Identifying Customer expectations
• Building relationships with customers
• Create loyal programs for customers
• Advocate value for money
• Quality and service offering
• Connect to the customer
• Adherence to customer demands
• Exceeds customer expectations
• Social Responsibility
5.2 Managing Customer Expectations
Starbuck is an example which only source high quality coffee beans, roasted with excellence in providing high quality coffee equipment for best results in offering the best coffee to their clients. Starbuck’s focus is to create a “third place” for the customers to go between their work and home as per their website. The company has managed to create a café experience that offers comfort, entertainment, warm welcoming atmosphere to attract more clients and to ensure they come to this third place.
Starbuck is located nearby to neighbourhoods and strongly connects with the community where they have established outlets and ensures being a responsible company which partake in social responsibility activities. Starbuck is fully aware of the competition like McDonald’s which keep them on their toes hence Starbuck continuously strive for improvement of their service delivery. Consumer are willing to pay high price as long as the beans are sourced in an ethically and environmentally manner.
In order to maintain continuous improved customer Starbuck experience and customer satisfaction the company closed its doors for one full day and dedicated that day for staff training.
6. Change Management Models
A successful management of change is essential for Starbuck in order to survive and succeed. The most common areas of change is the change in strategy, structure, technology and people.
The following are the most common used models:
• ADKAR Model which is goal focussed and represent five outcomes which is awareness, desire, knowledge, ability and reinforcement.
• Lewin’s Change Management Model is commonly focus on threats within the organisation does not matter the size of it. This model is also known as unfreeze – change – refreeze.
• Kotter’ 8-Step Change Model is aimed at implementing change effectively and forcefully.
• Kubler-Ross Five Stage Mode also known as 5 stage model which focus on denial, anger, bargaining, depression and acceptance.
7. Minimizing Resistance to Change
Change in general is not acceptable to employees as they are not at ease with the unfamiliar hence grip to the well-known. Resistance to change is normal human behaviour if you request your employees for change. Organisations are required to change by the ever changing global business environment. Proper planning and systematic implementation is crucial with well infiltrated awareness campaigns for common understanding to reduce the risk of resistance to change.
When organisation implement changes it must ensure that the all levels of employees own the changes. Changes affects everyone within the organisation and all the employees within the company must take the responsibility to enforce and implement the changes successfully. One need strong leaders, managers and supervisors to influence, guide and lead them by example to effect the change positively and successfully.
Once the change management programme is implemented than leaders must ensure the employees are psychologically and mentally ready for accept change to make the transformation process easier for them to get over it soon. The change needs to be enforce to move on and to avoid the return of old habit within the organisation.
The organisation must not allow any partial and fractional backing to the employees which will create confusion and discourage them from change. This behaviour might divide the employees and sometimes create vacuum whereby even diversity might be compromised. All employees must be encouraged to own, support and make it with dignity and respect. In return the organisation must evaluate, promote and monitor the change performance and award the employees accordingly to encourage positive attitude and spirit within the organisation.
Company need to manage change to adopt to the continuously changing corporate world not to be left out with fast pace the globe is moving and become more complex and competitive. In order to remain relevant Starbuck must progress to change for the best brand and high quality and highly regarded company throughout the globe.
Normally to minimise the resistance to change management must utilize all the platforms like supervisory meetings, general staff briefing meetings, union-management meetings and awareness campaigns to filter through the much needed information for better understanding and ownership of the change management program.
Human Resource Management strategies should at all cost support the overall business strategy (Noe et al, 2010). Benefits resulted from supporting its organisations strategy hence Starbuck has played the role of applying best practices and their relevant HRM activities in which the company overall been successful in this regard. It is important for Starbuck’s leadership to enforce and maintain their efforts transformational leadership management as rather focussing on transactional tone.
Starbuck must create more outlets in Africa where the future economy is, whereby the population is fast growing. It is imperative to add more service such as teavina, breakfast, light lunch, dinner etc. This creates a one-stop-shop whereby customers are enjoying full service instead of just a cup of coffee. An on-going support for the outlets must be the focal point in order to maintain the standards and the brand. Starbuck must continuously aim to source quality coffee as part of the strategic objectives.