Dear partners (posted on website as “Transformation Agenda Communication #5),
Over the past couple of weeks, I have spoken with you about our plans to transform our company and to be laser focused on our customers. Today, I am pleased to share with you another action that will enrich the Starbucks Experience through innovation.
I am very excited to announce that we have expanded our existing long-term relationship with AT&T by adding Wi-Fi services within our U.S. company-operated stores. This will allow us to evolve our in-store offerings to provide a high-quality Wi-Fi experience that both you and our customers will enjoy.
Beginning this spring, our new Wi-Fi program will offer free and easy internet access on a high-quality network. We will offer two hours of free Wi-Fi service per day for registered and active Starbucks Card holders as a gesture of appreciation to our loyal customers.
We would also like to extend our appreciation to our partners who make the Starbucks Experience happen in our stores every day. Also beginning this spring, all U.S. Starbucks partners will receive complimentary AT&T Wi-Fi accounts and enjoy internet access in company-operated locations offering Wi-Fi access.
We will be rolling out this service market-by-market to more than 7,000 Starbucks stores. We will be sure to communicate the details about your market through our regular store operations communications channels.
This is only the beginning! We will continue to renew our creativity and focus on our customers. I appreciate your ongoing commitment and passion when delivering the Starbucks Experience.
Onward,
Howard
1 response so far ↓
robert // May 1, 2008 at 8:25 pm |
I think this is a move in the right direction.
However, if I were you, I wouldn’t limit the time that customers can spend on the internet.
I have a several reasons for this opinion:
1. Most people who would use this service, wouldn’t be there for more than 2 hours anyway.
2. If they where there for over 2 hours, it would probably not be much over that time period.
3. If you set a limit, and someone has a couple hours worth of work to do, they may just go to Panera’s instead. Because, it would be terribly frustrating to start work and then, when you are just about done , get kicked off the internet.
I myself prefer Starbucks’ coffee over Panera’s, but, I often spend my coffee money there, because, I’m not limited on how long I can work on my computer, and the internet access is free.
Limit your internet access and you will limit your customers.
Additionally, Panera’s has free refills. This has also caused me to choose there establishment over your’s (even though I never drink more than two cups of coffee on a single visit). Over time they have gotten more of my money (i.e., purchase soup, sandwich, salad, bagal, etc.) because I’m attracted by the free internet and free refills.
Just thought you should know.
Robert