“I would submit so strongly that we live in a sea of mediocrity; in all walks of our life. We also live in a sea of unbelievable lack of and fracturing of civility. And everywhere we go as consumers, almost everywhere we’re getting people who don’t want to reach into our hearts or know who we are, they want to reach into our wallet and get some money. Whatever your need status is at Starbucks, if you ask a customer: ‘I just want to get the coffee and get out.’, but do you want to be treated with respect? A 100% of the time: yes.
So the equity of the brand is defined by the quality of the coffee, but most importantly by the relationship that the barista has with the customer. And whether or not the customer feels valued, appreciated, and respected. And that’s how the company was built. That’s not how we always execute it, but that is our aspiration every day.”
Howard Schultz, Chairman and CEO of Starbucks
Harvard Business IdeaCast podcast, 26/06/2010
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