Measure

Target

Action

Maintain Starbucks "Ethos"

It is difficult to directly measure consumer sentiment. However, dissatisfied customers provided needed feedback as to problems in the overall objective.

Consumers, Vendors

Take drastic action to address consumers' issues in a timely manner. This may include free samples or refunds but should be as comprehensive as possible to address a wide range of complaints

Ethical Treatment of Internal Employees

Starbucks can gauge its treatment of its employees from industry standards and other similar measures.

Employees

Starbucks should be one of the best companies to work for in their industry at all times and must make sure there compensation packages meet or exceed employee expectations.

Maintain and promote a high level of corporate social responsibility.

Starbucks must not only source its raw materials (mostly coffee) in a sustainable manner, but it should also be proactive in finding new solutions to responsible coffee development in third world countries.

Supply Chain, Consumers (Brand Image)

Starbucks must dedicate a significant portion of its resources to continuously improve its supply chain. It must address any issues in a timely manner to ensure that any problems do not lead to costly negative publicity.

Relationships to other objectives

The customer service objectives for Starbucks directly support all organizational objectives for the entire company. Starbuck's business model is positioned as a value added product and service. Therefore brand image is an important component to Starbuck's success. Starbuck's customer service should not only address customer issues directly, but it must be proactive and try to preempt any potential issues that could be more than isolated events/issues. For any issue that has multiple occurrences, Starbucks should examine their operating model to determine whether improvements can be made to avoid future problems.

Revisions (if any) to Module 1 Objectives

Objective/Module

Measure

Target

Action