Starbucks [SBUX] has been testing their Starbucks Gold Card program in a couple of limited markets for several months. In that time, the majority of their baristas have been extremely confused about what to do with those cards whenever they manifest outside of the test markets. There have been several anecdotal tales of baristas getting verbally abused by “rude” Gold Card members who have been traveling and clamoring for their card-granted benefits. Whether they are true in terms of the rudeness is immaterial for this discussion: the fact that the baristas are admitting that they don’t know what to do about the Gold Cards themselves is quite telling.
Fear. Uncertainty. Doubt.
Management Perspective
Of course, this is not the only instance of training concerns that have popped up over the past few months since Starbucks’ layoff announcements and staffing volatility. The Starbucks Card launch several months ago resulted in a lot of confusion in the staff; since then, as customers themselves helped to educate/remind the baristas about the program, so things have worked out (eventually). But with the stakes even higher for a premium service product, negative customer experiences are more pointedly dangerous.
When such programs are being rolled out, there should be a strong emphasis on positive employee reinforcement of customer service, as well as continual mandatory employee get-togethers on the new products as they are launched until the overall comfort level is acceptable and appropriate to the storefront.
N.B.
More about the Gold Card program itself tomorrow, when the cards are officially rolled out.
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