Case Study 11-2 CRM at Starbucks With more than 24,000 retail stores spread out
ID: 3721569 • Letter: C
Question
Case Study 11-2 CRM at Starbucks With more than 24,000 retail stores spread out through 70 countries, Starbucks uses a CRM system called My Starbucks Idea, which is powered by Salesforce.* The system, which includes an interactive forum, gives the Starbucks community an online presence and allows the company to collect feedback from its customers. It also integrates the company’s physical stores with social media sites such as Facebook, Twitter, and Google+. On the system’s Web site (www.mystarbucksidea.com) customers offer ideas, make comments, and cast votes on issues arranged into three major categories: product ideas, experience ideas, and involvement ideas. The system enables Starbucks to receive a steady stream of feedback and ideas from its customers and at the same time strengthening the bond with its customers which help the bottom line. As of the first quarter of 2016, the system had collected more than 227,000 ideas, and many of them have already been implemented by Starbucks. My Starbucks Idea is the Starbucks crowdsourcing success story.*
Answer the following questions:
1.What is My Starbucks Idea?
2.What has the Starbucks CRM achieved?
3.How does it help the bottom line?
4.Which software platform is behind the Starbucks CRM system?
5.Is My Starbucks Idea a typical crowdsourcing project? Discuss.
Explanation / Answer
1. My Starbucks idea is an interactive forum, online Starbucks community and feedback collection system.
My Starbucks idea is basically a feedback system based on customer offer idea, make comments and cast votes on three main categories like product ideas, experience idea and involvement ideas.
2. The achievement of Starbucks CRM is it had collected 227000 ideas in one quarter and they implemented those ideas.
3. It helps the bottom line to receive steady stem of idea and feedback from the customers which strengthening the bond with the customers with the bottom line.
4. The software behind the Starbucks CRM system is Salesforce.
5. My Starbucks idea a typical crowdsourcing project, the meaning of the word crowdsourcing is an internet based information collecting system from a large no of people either paid or unpaid way.
My Starbucks idea is also a typical feedback collection procedure using internet.
It is based on customer offer idea, make comments and cast votes on the three mail field like experience ideas, product ideas and involvement ideas on the company products.
Crowdsourcing is a collective mobilization which helps a company to engage customer deeply , access new ideas, implement new ideas, co creativity, optimize the task, and reduce the cost.
The aim of Starbucks ideas is also same , it helps the bottom line by doing all those above listed work.