Reimagining The Customer Experience In a Digitized World
Summary
Previously, the driver of change was the organization’s need to optimize business processes but in recent times, it is the customer who has forced companies to examine its interaction models closely. Starbucks used technology effectively both on the front end with its mobile app and loyalty program to connect with the customer and with operations and supply chain to manage inventory and cut costs. Its mobile app offers convenience – quick ordering, customization, and easy pay, which ensures the smoothest possible transaction. The company studied consumer behavior changes during the pandemic – reduced store visits, reluctance to wait in lines, and online ordering. It recently announced it would increase convenience-led formats in coffee houses in North America with a drive-thru and curbside pickup options, all of which would be driven by the app.
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