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Preparation Checklist
Assemble and read carefully the following materials and resources:
Facilitator Guide (this guide)
Customer Service Vision job aid (for facilitator reference; contains introduction and Q&A)
Customer Service video (link is on store portal video tab)
Customer Service Basics barista card
Customer Letters
Highlighters and pens
Set up the materials and the room, and test the equipment (such as the laptop and the video link).
Indicators:
Discuss/Talk Tasks
Customer Service Training Facilitator Guide © 2010 Starbucks Coffee Company. All rights reserved. For internal use only.
Facilitator Guide
NOTE: For licensed store training, or to train a barista who missed the store meeting, ensure
that he/she completes the “Self‐Paced Checklist” below.
Training Agenda
Use the following agenda to plan the one‐hour Customer Service training.
Present
Use this section to conduct the one‐hour Customer Service training.
Welcome (5 minutes)
Give a quick overview of the Customer Service training by including the following points:
This training is the introduction to the Customer Service Vision at Starbucks.
o As a company, we are aligning around the behaviors that are essential to delivering service
at a world‐class level in order to create highly satisfied customers.
o This is not a promotion, but instead just the beginning of re‐defining customer service at
Starbucks. You will continue to hear more information about this in the future.
Briefly preview the agenda for the next hour.
2 Customer Service Training Facilitator Guide © 2010 Starbucks Coffee Company. All rights reserved. For internal use only.
Facilitator Guide
“The goal of this training is for you to become familiar with the Customer Service Vision and to
begin practicing and demonstrating the behaviors to support it.”
What Our Customers Want (15 minutes)
Introduce the activity by including the following points:
Our customers tell us receiving a quality beverage just the way they ordered it, in a time they
feel is appropriate and with a human connection is important. These elements (taste, speed,
friendliness) create loyal customers.
Our customers come to us for more than just our coffee; they come to Starbucks for an entire
experience, which we have now defined in our Customer Service Vision.
“Customer Letters” Activity:
Review customer letters to discover what our customers want when they come to our stores.
Divide baristas into two to four small groups and distribute highlighters and the customer
letters.
Give each group three minutes to read their letters and to highlight key words and phrases that
illustrate what is important to our customers.
As a large group, discuss for three minutes what everyone discovered. Allow volunteers to read
aloud what they highlighted. Are there any themes?
Transition to the next section:
“Our customers tell us what is most important through comment cards, the Customer Voice
survey, email, etc. Similar letters to the ones we just read were used to create the Customer
Service Vision.”
Introduction to Customer Service Vision (5 minutes)
“True North” Activity:
Ask all of the participants to close their eyes and point North.
Ask everyone to keep their arms outstretched and open their eyes. Participants will likely be
pointing in slightly different directions.
Use this demonstration to emphasize that to have a clear definition of customer service, we
need to all be “pointing in the same direction.” Even if we think we know where “North” is, or
what customer service at Starbucks should be, without a clearly defined vision we can end up
going in different directions.
Customer Service Vision
Introduce the Customer Service Vision by distributing copies of the Customer Service Basics barista card,
and asking a volunteer to read the Vision aloud: “We create inspired moments in each customer’s day.”
“Having a unified vision of customer service is important to ensure we are all aligned and the
customer has a consistent experience in every store.”
Customer Service Training Facilitator Guide © 2010 Starbucks Coffee Company. All rights reserved. For internal use only. 3
Facilitator Guide
The Customer Service Vision is our “True North” — allowing us to all point in the same direction.
“What does this Vision mean to you? What do you think it means to your customers?”
Transition to the next section:
The Customer Service Vision complements and further defines the “Our Customers” principle of
Our Starbucks Mission. The Pillars describe the behaviors that are essential to delivering service
that is world‐class.
The Customer Service Vision is “What” we do every day. The supporting Pillars are “How” we do
this every day.
Creating an inspired moment for each customer, every time, is achievable. Holding ourselves to
this standard will create highly satisfied customers.
How We Live Our Vision (25 minutes)
Introduce the Pillars (5 minutes)
Include the following discussion points:
There are four Pillars that support the Customer Service Vision and define the behaviors that we
need to demonstrate to create highly satisfied customers.
Read aloud each of the Pillars from the front of the Customer Service Basics barista card. Read
the name and brief description. For example: “Anticipate … our customer’s needs by responding
to their signals.”
Video (5 minutes)
Show the Customer Service video and talk about it as a group.
This video shows the ways we can bring the Customer Service Vision to life each day.
Show the Customer Service video to the group.
Group Discussion (15 minutes):
Divide baristas into four small groups, and distribute a copy of the Customer Service Basics
barista card to each small group.
Assign one Pillar to each of the groups. Give them five to seven minutes to read the description
(on the front of the card) and the customer story (on the back of the card). Ask them to answer
the discussion question, and talk about the Pillar as a group.
After every group has completed their discussion, give each group about two minutes to teach
back to the room what they learned about the behavior.
o Ask each group to share how they can demonstrate the Pillars — Anticipate, Connect,
Personalize and Own — every day in your store.
o Answer any questions and ensure everyone has a clear understanding of each Pillar
before proceeding to the next section.
4 Customer Service Training Facilitator Guide © 2010 Starbucks Coffee Company. All rights reserved. For internal use only.
Facilitator Guide
Conclusion (10 minutes)
Review and summarize what was learned today by including the following points:
Using the Customer Service Basics barista card, re‐read the Customer Service Vision and Pillars.
Ask participants to describe the Customer Service Vision and Anticipate, Connect, Personalize
and Own in their own words.
As a group, take a couple minutes to discuss next steps for your store:
How can we make this company‐wide Customer Service Vision personal to each of us, to our
store and to our customers? How can we personally commit to making inspired moments
happen for our customers?
How will you look for ways to experience service through the eyes of our customers (Values
Walk, lobby slides, partner beverages, in the Drive Thru)?
What is your team committing to do?
Record your next steps on the Promotional Poster in the “Action Steps” section. Ensure that
each barista can identify and describe their personal commitment.
To conclude, emphasize that this is not a promotion, but instead just the beginning of re‐defining
customer service at Starbucks.
Customer Service Training Facilitator Guide © 2010 Starbucks Coffee Company. All rights reserved. For internal use only. 5