Paul Williams thinks he fell prey to a marketing ploy. Receiving a piece of mail from Sports Illustrated, Williams was intrigued by a notice on the envelope that said, "Do Not Bend." Williams wondered what was inside that shouldn't be bent, so he opened it. What was it? Nothing, just your standard magazine subscription renewal offer.
I'd like to add my voice to the chorus in thanking Paul Williams and John Moore for sharing their time, energy, and expertise to our blog discussions last week. These two took a personal and professional risk in joining our conversation, and did what many individuals and companies are not willing to do — engage the critics in open conversation, leaving themselves vulnerable to uncomfortable questions and critiques.
This entry is to help give more context behind the questions Alison asked in her post that wanted to know exactly how to create a great customer experience.
The following story is real. It was implemented in the Summer of 2001 in all North American Starbucks stores and was widely credited as a hallmark customer interaction program that is still talked about today as an example of a great customer experience program.