Ra đời vào năm 1971 tại khu chợ lịch sử Pike Place ở Seattle. Starbucks đã trở thành thương hiệu cafe lớn nhất thế giới. Hiện có mặt tại 65 quốc gia, với hơn 21.000 cửa hàng, Starbucks hiện là công ty có mức tăng trưởng nhanh nhất nước Mỹ. Dưới đây là 4 bài học kinh doanh đắt giá mà bất kì doanh nghiệp nào cũng nên học hỏi từ thương hiệu này.
1. Định vị sứ mệnh ngay từ đầu
Bài học kinh doanh đầu tiên có thể học từ Starbucks đó là định vị bản thân ngay từ đầu. Starbucks luôn hướng mình là một người bạn thân thiết của khách hàng.
Không đơn thuần là một tiệm cafe, Starbucks biến các cửa hàng của mình thành một nơi mà mọi khách hàng đều muốn ghé qua sau những bộn về của công việc.
Là nơi đầu tiên mọi người nghĩ đến khi muốn tụ họp bạn bè, hay những cuộc đàm phán quan trọng giữa các doanh nhân.
Thông điệp Starbucks truyền tải là bất kì đối tượng khách hàng nào, ở độ tuổi nào thì đều sẽ có được những trải nghiệm tuyệt vời tại Starbucks.
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2. Hiểu tâm lý khách hàng, luôn chăm sóc nhân viên
Nếu bạn đã từng có trải nghiệm tại những quán cafe Starbucks ắt hẳn bạn sẽ nhận được những câu hỏi như: bạn đang tìm kiếm điều gì, từ những nhân viên bán hàng. Đây được đánh giá là một trong những kỹ năng chăm sóc khách hàng mà bất cứ ngành dịch vụ nào cũng nên học hỏi.
Bằng cách biết được nhu cầu tìm kiếm của khách hàng, bạn sẽ dễ dàng đưa ra những giải pháp cho họ. Điều này không chỉ giúp tăng sự gắn kết với khách hàng và còn giúp tăng doanh thu cho doanh nghiệp.
Một điểm cộng tuyệt vời từ thương hiệu cafe nổi tiếng này đó là chế độ chăm sóc nhân viên tốt đến nỗi, không một nhân viên nào muốn bỏ đi.
Nhân viên bán hàng là cánh tay đắc lực trực tiếp tiếp xúc và nắm bắt tâm lý khách hàng. Vì vậy mà Starbucks luôn dành sự quan tâm nhất định đến nhân viên của họ. Khi đã hiểu nhân viên, sẽ dễ dàng khai thác và giúp họ phát huy những tiềm năng của bản thân.
3. Không ngừng sáng tạo và luôn đi kèm trách nhiệm
Khi nhận thấy nhu cầu khách hàng có xu hướng ngồi lại tại quán trong một khoảng thời gian tương đối lâu, Starbucks đã cung cấp dịch vụ truy cập wifi miễn phí từ năm 2010.
Ở thời điểm hiện tại, Starbucks còn cho phép khách hàng thanh toán qua ứng dụng của iPhone. Đây là thương hiệu đầu tiên tại Mỹ áp dụng hình thức thanh toán mới mẻ này.
Duy trì yếu tối cốt lõi truyền thông, nhưng không ngừng đổi mới, sáng tạo, thích nghi với nhu cầu của khách hàng là những gì mà thương hiệu này đang làm.
Ngoài ra, cách giải quyết vấn đề khi xảy ra sự cố của Starbucks cũng giúp thương hiệu này luôn giữ được vị trí độc tôn trong lòng khách hàng, vì trong dịch vụ, sai sót là điều khó tránh khỏi.
Ví dụ, khi tính nhầm hóa đơn, ghi nhầm thức uống, … các nhân viên sẽ nhanh chóng nhận lỗi và sửa sai với khách hàng, xử lý mọi sự cố một cách linh hoạt, để không làm ảnh hưởng đến khách hàng của họ.
4. Nhất quán trong kinh doanh
Đối với bất kì doanh nghiệp nào, đây cũng được xem là yếu tố chủ chốt để duy trì sự trung thành của khách hàng dành cho thương hiệu nào đó.
Cụ thể, nếu bạn mang đến cho khách hàng những trải nghiệm tuyệt vời vào lần đầu tiên sử dụng, họ sẽ quay lại với mong muốn duy nhất được trải nghiệm dịch vụ như vậy lần nữa.
Starbucks luôn luôn duy trì và đảm bảo chất lượng mọi sản phẩm cung ứng đến khách hàng đều như nhau tại mọi chi nhánh của công ty.
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