Co-creation in Starbucks

Starbucks is co-creating with customers through My-Starbucks-Idea. A 2.0 Web-site that let customers share their ideas (Fig. 1). The users enable the company to get an outside-in view to innovate in products, experiences and the relationship between the company with the world.
Fig-1 : My-Starbucks-idea
People can support current ideas or propose new ones. The process is very transparent, you can even see implemented ideas like a mobile payment card as an iPhone application (Fig.2).
Fig-2 : My cards

Starbucks is involving customers in their social responsibility with the environment. They are giving away 10,000 US dollars to the winner of a “more recyclable coffee cup” (Video : Betacup from the betacup on Vimeo).

More companies are using social tools to interact directly with the customer. This is the first step to get a customer view inside the company. Companies not only need to listen the customer, but take actions on the popular ideas, like the iPhone application. As Tom Davenport complains about the lack of lemon slices in Starbucks. They should not only listen, but also implement the new ideas to avoid unsatisfied customers.

Egon Lüftenegger

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