Did Starbucks Get It Right?

My wife and I did what most Starbucks loyalists did the morning after the shutdown; we went early to see what might be different.  It didn't go well.  There was a whole new crew who had very little exchange with the customers and almost no eye contact.  The atmosphere was flat, quiet and people lined up, filed through and hardly said a word.  Even the usual background music was missing. The baristas were so focused on trying to get the drinks right that they forgot to keep the customers in sight.

Later that morning I stopped at another favorite location to see what might be different. Nothing!  They delivered the experience just like they always do - friendly and jovial, great coffee and a comfortable environment.  I asked the barista what he thought of the training.

"Well, I'm a college student," he replied, "and I had a class last night, so I didn't get in on it.  But I heard it went well."

I thought to myself, "He didn't need the training anyway.  He's very engaging and made my triple grande caramel machiatto perfectly."

A few minutes later I overhead the manager say to those who missed the training, "This is all you have to know about training session and in this order: 1) Quality first, 2) Friendliness, and 3) Speed of service.

Based on my experience that morning, I'm not sure that Quality First is the cure for the slowdown in sales for Starbucks.  I think that the answer is in the second standard -- Friendliness!  Customers pay for the "Experience" of enthusiasm, pleasant conversation, being known or at least being acknowledged.  Could it be that people aren't paying $4 or more for a "perfect cup of coffee"?  They pay instead for a few moments of feeling welcomed, a smile and the sense of community. 

Of course, the coffee should be great.  But great coffee served poorly won't be served very often.  Just as great service alone cannot cover for poor quality.  There must be equality in the experience of quality service and product.

Leaders ViewPointe:

1. Paying attention to our friendliness quotient is a high priority with our customers as well as those we lead.  How do they feel about their encounters with us?  Do they feel important or connected because of the way we treat them?
2. We must remember that we exist in an "experience" market.  What kind of experience are you providing through your leadership efforts?

How do you keep the balance of friendliness and quality in your work environment?  I'd love to hear about your best practices or how you're leading your team on this matter.