September 27
How to communicate change to the customers
Starbucks provides a great demonstration of how to communicate significant changes.
The home page was replaced with a letter from Howard Schultz, addressed to all customers.
At the bottom where links to copies of a letter and a voicemail from Howard Schultz to all Starbucks partners (employees), together with a link to a Questions and Answers page dealing with the changes, and to the Investor Relations pages.
This means that the relevant stakeholders was all notified of the change via a letter from the man at the top.
A good example of ‘wearing the brand’: in this case, according to the mission statement, treating employees with respect and dignity while ensuring that customers are enthusiastically satisfied with their service.
