Powered By Salesforce CRM's Idea Community, My Starbucks Idea Brews Customer Feedback at Starbucks

Challenge

• Starbucks, the premier roaster and retailer of specialty coffee in the world, has a culture that focuses on its customers and what they have to say. The company decided to take this culture online.
• The company wanted to build an online community that would allow it to engage with customers and partners (employees) in a dynamic way.
• Starbucks required community management tools to track and implement the best ideas.

Solution

• Starbucks launched My Starbucks Idea—powered by Salesforce CRM ideas functionality—in six weeks. The site, at www.mystarbucksidea.com, gives customers an opportunity to participate in conversations with the company.
• My Starbucks Idea was customized to mirror the look and feel of the Starbucks brand.
• By contributing ideas, votes, and comments in 13 categories, ranging from drinks to decor, customers and partners have the opportunity to collaborate with Starbucks. The most popular ideas float to the top.
• A team of 40 Starbucks moderators actively participate in the My Starbucks Idea community and shepherd the best from concept to launch.
• An internal My Starbucks Idea community powered by Salesforce CRM ideas functionality lets partners share, vote on, and discuss partner-specific topics ranging from electronic pay stubs to tips on credit cards.
• Sales teams in the Foodservice and Business-to-Business Starbucks Card groups also use Salesforce CRM Unlimited Edition.

Results

• Over 77,000 total ideas submitted
• Over 760,000 total votes received.
• Over 150,000 comments posted.
• More than 25 ideas launched.