Starbucks Missed the Boat?

Written by on August 3rd, 2008

About 6 years ago I sent an overnight letter to Starbucks headquarters suggesting they consider offering their customers a private, password protected online community to continue to build their brand, engage customers and gather more data about their customers.

At the time my firm provided online communities to groups and organizations in the higher education space and we were looking for a way to leverage our product in the commercial market.  The company executive I sent my letter to was preoccupied with other issues at the time and my subsequent follow up phone call was met with a response,  well – similar to what you’ve heard from time to time in your  career – don’t call us, we’ll call you!

Fast forward to 2008 and we see Starbucks coming out with what they call their new customer online community called Mystarbucksidea.com.   The community offers customers an opportunity to help direct where the company is going and is modeled after a number of successful examples including Dell’s  Community Forum and Salesforce’s Ideastorm.   (…More…)