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January 15, 2008
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=========================== TODAY'S ARTICLE ==========================
Specialty of the House, by Rubel Shelly
Starbucks® does lots of things right. For one thing, the company's core
product is still coffee; Starbucks does what it knows best. For
another, it knows how to place its stores strategically; they prefer to
be near dry cleaners, because customers make both a drop-off and
pick-up visit to the same location.
The something special with Starbucks that drives its expansion and
popularity, however, may be summed up most simply in the words of
Howard Schultz. "We're not in the coffee business serving people," he
insists. "We're in the people business serving coffee."
It seems so obvious that you'd think everybody would follow suit with
this principle that generates success in business. I know! Every
business would insist that its first priority is the customer, but we
customers know better. Practically having to slap a clerk to get his
attention or having to wait through an obviously personal cell phone
call to pay a cashier is exasperating. Then getting a sullen stare
rather than a "May I help you?" doesn't help. And then there is the
seldom-heard line as you relinquish your hard-earned money for items
you almost feel were arm-wrestled from the people getting paid to sell
them: "Thank you!"
Maybe I'm a case for some psychologist to study for her doctoral
project. Perhaps the problem is altogether with me as a customer. But
my father supported his family selling hardware and taught his sons to
treat customers as important people. Where is that sentiment in the
stores I frequent?
It's time we made the effort.
It has become a game with me. Coming to the cashier, I will not accept
"Cash or charge?" or "Paper or plastic?" as a greeting. My response is
a smiling "Hello!" If there is a repeat of the "Cash or charge?" or
simply (as once last week) a glowering stare, I do it a second time.
"Hi! How are you today?" I've never had the courage to try it three
times in a row for fear of being slapped. I just plink down my money,
shake my head, and leave -- vowing never to go back there.
It helps that Starbucks not only trains its employees to pay attention
to people, but treats them well. For example, the company provides full
health benefits even for its part-time workers. In fact, I confess to
having disliked Starbucks -- and derisively calling it "Fourbucks" --
until my wife told me the company spends more on health care for its
workers than for coffee. People who are treated well by management are
more likely to treat customers well.
Hey, not every Starbucks worker gets it right. I can take you to at
least one location that makes a mockery of the Schultz credo about "the
people business." For the most part, though, they really seem to get
it.
For the rest of us who deal with the public, it's time we made the
effort.
[Jesus said] "Truly I tell you, whatever you did for one of the
least of these brothers and sisters of mine, you did for me" (Matthew
5:19 TNIV).
---------
(c) 2008 Used by permission. From Rubel Shelly's "FAX of Life"
printed each Tuesday. See Faith Matters for previous issues of
the "FAX of Life."
RELATED LINKS:
* Exercising the Spirit: Hospitality
http://www.heartlight.org/articles/200608/20060827_hospitality.html
* Extreme Hospitality
http://www.heartlight.org/articles/200509/20050902_hospitality.html
* Less Than Advertised
http://www.heartlight.org/articles/200707/20070702_advertised.html
* RubelShelly.com
This article can be found on the web at:
http://www.heartlight.org/articles/200801/20080115_specialty.html
=========================== FEATURED PRODUCT =========================
LOOK GREAT, FEEL GREAT: 12 KEYS TO ENJOYING A HEALTHY LIFE NOW, by Joyce Meyer
Joyce guides us to a healthier way of living, reminding us that turning
every issue over to God gives us the strength to make lasting changes.
http://shopping.heartlight.org/cgi-shl/link?250
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