You get more than coffee when you visit Starbucks. You get great people, first-rate music, a comfortable and upbeat meeting place, and sound advice on brewing excellent coffee at home. At home you’re part of a family. At work you’re part of a company. And somewhere in between is a place where you can sit back and be yourself. That’s what a Starbucks store is to many of its customers – a kind of “third place” where they can escape, reflect, read, chat or listen.
The legend of this “third place” isn’t just all talk. Starbucks has managed to translate their brand into a daily customer experience. And that’s what keep customers coming back.
Julia Koh is the Executive Director for Brand 360 Degree Sdn Bhd and she has just doubled her caffeine quotient to fit Starbucks meetings into her schedule.