En la lectura del libro se tocan muchos puntos importantes desde la fundación de Starbucks hasta los tiempos actuales, sin embargo, el resumen estará dirigido al Marketing de Servicios que ha usado la compañía para llegar a donde está hoy en día.
Sin duda alguna Starbucks es una de las compañías que mejor uso hacen del Marketing de Servicios, como ya se menciono anteriormente. Con este buen uso consiguen aportar un valor diferencial al cliente que justifica el precio que éste paga por un producto o servicio que cuesta tres veces menos en el local de al lado. Dentro de las estrategias competitivas Starbucks optó por la diferenciación a través del uso de nuevos atributos al café y al momento de tomar y disfrutar de ese café.
Entre los factores que han sido clave de éxito para Starbucks encontramos que ellos entienden el café como un servicio al cliente más que como la venta de un producto de consumo. En ese punto está la clave que ha marcado la diferenciación de la compañía. La experiencia Starbucks es servicio, tiempo, relax, ambiente agradable, etc.; pero también es un café diferente y de excelente calidad. Esta mezcla de producto y servicios ha conseguido generar mucho valor que el cliente aprecia.
Por otra parte están los empleados de los puntos de venta Starbucks los cuales reciben una formación totalmente dirigida a la orientación al cliente. La máxima de que el cliente siempre tiene la razón es prioritaria en la compañía. Los “baristas” no solo deben ofrecer el servicio sino que deben conseguir que cada cliente se sienta único y especial. No es extraño que los clientes habituales sean tratados por su nombre y que se conozcan sus gustos y preferencias para poder aconsejarles.
En Starbucks se ha comprendido que es muy complicado aportar satisfacción a los clientes si primero no la tienen los propios empleados de la compañía. Empezando por llamarles Socios hasta llevar políticas de recursos Humanos muy enfocadas a la satisfacción de los empleados, no solo han conseguido maximizar la satisfacción de los clientes sino que también se han minimizado los índices de rotación de empleados. Las políticas de formación son un punto muy importante para Starbucks.
En Starbucks no existe un departamento de marketing, simplemente toda la compañía está enfocada al marketing. El uso que hacen del marketing relacional buscando la fidelidad de los clientes es excelente y permite que su inversión en publicidad y otros elementos de comunicación sea muy baja. El marketing relacional permite dirigirse al cliente creando un vínculo entre éste y la compañía que aporta rentabilidad a largo plazo.
También, a pesar del uso de los servicios que envuelven al producto como justificación para poder aplicar una alta política de precios, la compañía no ha olvidado que sin el producto no existirían tales servicios. Con esta filosofía, la materia prima siempre es de excelente calidad (consiguiendo economías de escala en las compras e incluso integrándose verticalmente hacia atrás) y el producto final tiene mucha variedad y se puede personalizar para cada cliente.
Finalmente es muy importante el acceso a los locales, el cual es sencillo porque están donde deben estar. Cada lugar comercialmente importante de cada ciudad importante tiene un Starbucks en el que se puede disfrutar de la experiencia del café. Una estrategia de implantación de locales acertada es clave de éxito en cualquier negocio que haga de su punto de venta parte del servicio/producto que comercializa. Es difícil imaginar un local Starbucks en una calle mediana y poco concurrida, a pesar de que resultaría más barato el metro cuadrado.
STARBUCKS style: how to create a home away from home
In the book will touch many important issues since the founding of Starbucks to the present day, however, the summary will be directed to Marketing Services that the company has used to get where he is today.
No doubt Starbucks is one of the companies that make better use of services marketing, as mentioned earlier. Get this good use to provide a differential value to the customer that it justifies the price paid for a product or service that costs three times less in the bar next door. In Starbucks' competitive strategies chosen by differentiation through the use of new attributes of coffee and take time and enjoy the coffee.
Among the factors that have been key to success for Starbucks found that coffee as they understand customer service rather than selling a commodity. At that point is the key that made the difference for the company. The Starbucks experience is service time, relaxing, friendly atmosphere, etc., But also a different coffee of excellent quality. This mixture of product and services has failed to generate much value the customer appreciates.
Then there are the employees of Starbucks outlets which receive full training aimed at customer orientation. The maxim that the customer is always right is a priority in the company. The "baristas" should not only offer the service but must make every customer feel special and unique. No wonder patrons are treated by their name and get to know their tastes and preferences in order to advise them.
Starbucks is understood that it is very difficult to bring satisfaction to customers if the former does not have the employees of the company. Members start by calling up human resources policies carry very focused on employee satisfaction, not only have managed to maximize customer satisfaction but also have been minimized employee turnover rates. Training policies are a very important issue for Starbucks.
At Starbucks, there is no marketing department, just the whole company is focused on marketing. Their use of relationship marketing seeking customer loyalty is excellent and allows your investment in advertising and other communication elements is very low. Relationship marketing can target customer by creating a link between it and the company that provides long-term profitability.
Also, despite the use of services surrounding the product as justification to apply a high price policy, the company has not forgotten that the product would not exist without such services. With this philosophy, the raw material is always of excellent quality (achieving economies of scale in purchases and even vertically integrating backward) and the final product has a lot of variety and can be customized for each client.
Finally it is very important to have access to the premises, which is easy because they are where they belong. Each commercially important place every major city has a Starbucks where you can enjoy the coffee experience. A local implementation strategy right is key to success in any business that makes your point of sale of the service / product it sells. It is hard to imagine a local Starbucks on a street median and not crowded, although it would be cheaper per square meter.
No doubt Starbucks is one of the companies that make better use of services marketing, as mentioned earlier. Get this good use to provide a differential value to the customer that it justifies the price paid for a product or service that costs three times less in the bar next door. In Starbucks' competitive strategies chosen by differentiation through the use of new attributes of coffee and take time and enjoy the coffee.
Among the factors that have been key to success for Starbucks found that coffee as they understand customer service rather than selling a commodity. At that point is the key that made the difference for the company. The Starbucks experience is service time, relaxing, friendly atmosphere, etc., But also a different coffee of excellent quality. This mixture of product and services has failed to generate much value the customer appreciates.
Then there are the employees of Starbucks outlets which receive full training aimed at customer orientation. The maxim that the customer is always right is a priority in the company. The "baristas" should not only offer the service but must make every customer feel special and unique. No wonder patrons are treated by their name and get to know their tastes and preferences in order to advise them.
Starbucks is understood that it is very difficult to bring satisfaction to customers if the former does not have the employees of the company. Members start by calling up human resources policies carry very focused on employee satisfaction, not only have managed to maximize customer satisfaction but also have been minimized employee turnover rates. Training policies are a very important issue for Starbucks.
At Starbucks, there is no marketing department, just the whole company is focused on marketing. Their use of relationship marketing seeking customer loyalty is excellent and allows your investment in advertising and other communication elements is very low. Relationship marketing can target customer by creating a link between it and the company that provides long-term profitability.
Also, despite the use of services surrounding the product as justification to apply a high price policy, the company has not forgotten that the product would not exist without such services. With this philosophy, the raw material is always of excellent quality (achieving economies of scale in purchases and even vertically integrating backward) and the final product has a lot of variety and can be customized for each client.
Finally it is very important to have access to the premises, which is easy because they are where they belong. Each commercially important place every major city has a Starbucks where you can enjoy the coffee experience. A local implementation strategy right is key to success in any business that makes your point of sale of the service / product it sells. It is hard to imagine a local Starbucks on a street median and not crowded, although it would be cheaper per square meter.
María Fernanda Gutiérrez Devies
C.I. 18.022.589
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