There’s an old saying that you often hear in corporate meetings, sales get-togethers, and around the cubicles:
When it comes to greed and simply taking advantage of a good thing, that’s been the Starbucks philosophy for many years when it comes to Internet access.
I love the place, I’m hooked on the coffee, and Starbucks does many things right. But first with T-Mobile and then with AT&T, the Starbucks brain trust has made accessing the Internet arduous and expensive.
And across the street, Panera was the first to connect the dots and start offering seamless, easy-to-access Wi-Fi. And earlier this year, McDonalds adopted their own free Internet access at all their fast food outlets. Just about everyone is
So next month, Starbucks has caved, and will finally provide this same service, along with the ability to access some otherwise paid online content.
For a company that prides itself on knowing and serving its core customers, and creating a unique in-store experience, this action is welcome.
But it’s also five years late.
A new piece of “duh” research from ExactTarget confirms what the majority of us do every day. With our first cup of coffee, nearly nine in ten of us check email, start web searching, or check in with Facebook. Of course, that activity could have been happening with more regularity at Starbucks.
No brand, no matter how cool or big can take its customers for granted. With millions spent in consumer research and marketing studies, Starbucks has known for years that its Wi-Fi policy was inconvenient and arcane.
So it begs the question about how any of our brands miss the mark with everyday modifications or policy changes that are easily executed, cost little, but simply don’t get done because it might just cost us a little revenue.
Or why brands sell out their key consumers’ desires in order to throw just a little more revenue to the bottom line.
Meantime, the competition has it figured out.
As consumers navigate their way through brands at a faster pace with less loyalty, now is the time to make the customer experience #1.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
- Baby, Please Don’t Go - November 22, 2024
Leave a Reply