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01/23/2005: "Success is All about Service. . . Service Makes You a Winner."

I've always liked Starbucks. I fell in love with the coffee when I walked in Borders many years ago and had a cup of Starbucks coffee. I've never had such a bold, flavorful, robust cup of coffee in my entire life. I noticed that even the presentation was unique. The coffee was served in a handsome, yet simple, clear cup with the word "Starbucks" etched in the glass.

Then I fell in love with the way it was so easy to order online and have it automatically delivered just in time. I also discovered that the people at the Starbucks in Seattle were awfully nice to talk with on the phone and quick to solve any problems or complaints.

But when Starbucks came to town --- oh a whole new world opened up. The best coffee on earth plus WiFi is enough in and of itself. It's a nerd girl's dream come true! But the service I get. Oh my gawd --- the service!!

When I walk in the door you'd think I was Queen Liz. They know my name. They know the kind of coffee I like and how I like to buy it --- two pounds of Italian Roast beans --- and they always have a smile. Oh sure, I'm good for about $30 a week to them. I know it's not me personally or my compelling charm that they fuss over. I know it's business. But it's damn good business. And it sure makes me feel good.

See, the thing is, most of us walk into the grocery store and no one smiles at us. No one calls our name. No one remembers the brand of dog food we buy or our dog's name. We go into the office supply store and ask about a product and the clerk may not know a thing about it so he asks someone else and on and on. And when you do check out a silly looking young girl with a nose ring checks you out and she can't make change without a fully computerized machine to do all the work for her. Her personality is that of a dish rag and there is no smile on her face.

So when you go into Starbucks and are met with these beautiful young people who know your name and your likes and who treat you like the most important person in the world --- you just get happy all over and your world --- for a little while --- is a delightful place.

Henry David Thoreau said, "The mass of men lead lives of quiet desperation." That's very true. Most of us are very ordinary people who have very little glamour or much fuss in our lives. Most woman don't wear Givenchy and get driven around in a limousine. Most men don't look like Cary Grant or a young Paul Newman. So when a company provides its employees with incentives to be exceptionally good to its customers, it builds such wonderful relationships that is just has to succeed.

I personally think that Starbucks treats people better than most churches treat the people who attend their services. They're kinder and more caring. I know it's only a business strategy. I know the employees probably don't think I'm the greatest person in the world. But by treating me as if I was made of gold, they've made one very happy customer who will tell the world about them. I tell perfect strangers in the grocery store about them. And my bet is other people do the same.

Yes, I own stock in Starbucks. I bought it after I had my first cup of Starbucks coffee. My money is always on the winner.