Thursday, March 20, 2008

Schultz continues to impress.

As Jeff Jarvis posts today, Starbucks is listening at last. And using a Salesforce.com CRM forum to do it.

I'm delighted to see more companies embracing this tool to engage customers in ways that go well beyond traditional forced-multiple-choice research, which often can alienate by its very intrusiveness.

It's been a long, slow process. I remember when I encountered the joy of CRM while working on the "Power to Know" campaign for SAS Institute back in...how long ago?...2001 maybe? Yikes. Like I said, a slow process. But at least it's now coming to more and more brands like Dell and Starbucks. Maybe yours?

If you're a brand marketer, I can't encourage you enough to look into it. Whether it's Salesforce or SAS or some other solution, CRM is a wonderful, almost magical way of opening up and breathing new life into the co-authorship process. And demonstrating real caring and listening skills to your customers. They'll pay you back in no time.

3 comments:

gregory said...

about brands, whatever is brand dilution, starbucks seems to have led the way...

this may or may not hurt it as investment material, i am not sure on that, but i do feel that walking into starbucks is like walking into some sort of factory, staffed by workers who cannot afford the prodcut, and i avoid it

seems i am not alone

Scott Crawford said...

Spot-on Gregory. Starbuck was horribly broke when Schultz had to take the drastic action of stepping back in.

When the former CEO made the decision to go to automatic espresso machines, all hope of maintaining any semblance of artisan craft was lost to delusion.

But the boy Howard is in fact taking serious action. It will be a painful return. They have to re-distill the brand. Or, to use the barista terminology, they have to get back to pulling perfect shots. That's slow, loving art, not automatic.

gregory said...

energy follows intention, one of my hypothesis...

schultz loved business more than coffee i think... the four founders of starbucks loved coffee

shultz is a business hero for growing the company, but the state it evolved to, facing disaster, was the inevitable result of his kind of thinking... he is the problem, not the solution (in my opinion)

thanks for your time... this entire "evolution of business" thing that seems to be going on is incredibly interesting.... wonder if anything substantial will come out of it