Over the years, I've had something of a love-hate relationship with Starbucks. Their coffee, though potent - nothing brings you back from the dead faster - I really don't like; I think it is horribly overroasted. But the company I love, and I think I've figured out a few reasons why.
It has less to do with Starbucks' various civic-minded programs and projects, and almost everything to do with two things: Atmosphere and attitude.
Starbucks coffee shops are generally comfortable places. They may not have the funkiness of that indie java joint around the corner, but they have comfortable furniture, relaxing music and decent lighting - an ambience inviting enough to linger if I want to. This is no accident: the company's founders schooled themselves on the role of "third places" - spaces that are neither home nor work yet essential to the functioning of a community - when they set out to fashion their stores.
But what really seals the deal is the attitude of the baristas, Starbucks' front-line customer service people. They greet you like a friend. They know what you like if you're a regular, and if they're not slammed, they may even be working on your order the moment you reach the counter. They make small talk about your day. And they're unfailingly pleasant and smiling.
In other words, the role of the Starbucks barista is to cultivate a relationship with the customer - to make the customer feel like a valued friend, even if only for a few minutes each day. It's that sense of connectedness that customer service staff cultivate that keeps the best independent retail businesses viable in an era of mega-chains. What's unusual with Starbucks is that it is itself a mega-chain, yet manages to cultivate that mom-and-pop-store attitude in all its front-line employees.
Looking to cultivate a relationship with a job you love? Look at the listings on CustomerServiceJobs.com.
It has less to do with Starbucks' various civic-minded programs and projects, and almost everything to do with two things: Atmosphere and attitude.
Starbucks coffee shops are generally comfortable places. They may not have the funkiness of that indie java joint around the corner, but they have comfortable furniture, relaxing music and decent lighting - an ambience inviting enough to linger if I want to. This is no accident: the company's founders schooled themselves on the role of "third places" - spaces that are neither home nor work yet essential to the functioning of a community - when they set out to fashion their stores.
But what really seals the deal is the attitude of the baristas, Starbucks' front-line customer service people. They greet you like a friend. They know what you like if you're a regular, and if they're not slammed, they may even be working on your order the moment you reach the counter. They make small talk about your day. And they're unfailingly pleasant and smiling.
In other words, the role of the Starbucks barista is to cultivate a relationship with the customer - to make the customer feel like a valued friend, even if only for a few minutes each day. It's that sense of connectedness that customer service staff cultivate that keeps the best independent retail businesses viable in an era of mega-chains. What's unusual with Starbucks is that it is itself a mega-chain, yet manages to cultivate that mom-and-pop-store attitude in all its front-line employees.
Looking to cultivate a relationship with a job you love? Look at the listings on CustomerServiceJobs.com.
By Sandy Smith
Sandy Smith is an award-winning writer and editor who has spent most of his career in public relations and corporate communications. His work has appeared in The Philadelphia Inquirer, the Philadelphia CityPaper, PGN, and a number of Web sites. Philly-area residents may also recognize him as "MarketStEl" of discussion-board fame. He has been a part of the great reserve army of freelance writers since January 2009 and is actively seeking opportunities wherever they may lie.
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