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Amid all of the hubbub out of Starbucks recently – Howard Schultz’s now famous memo on the “commoditization” of the coffee giant and his return as CEO – one fact has gone little noticed: Starbucks appears to be getting ready to start a loyalty program.
In an interview with Fortune Magazine’s Andy Serwer last month, Howie admitted that the company has become “less passionate about customer relationships” in recent years and promised that “we will do more things to better reward our most loyal and best customers.”
For the caffeine-addicted among us who carry tons of little cards around in our wallet trying to earn freebies, this is amazing news. It’s enough to make anyone forgot about the latte factor.
So what should Starbucks do for its very best customers? I have a bunch of ideas – and hope you’ll toss yours at the bottom of the post too. (more…)
