Starbucks math are not so... customer friendly

Starbucks released today an email announcing the new reword program. Why ? to answer customer first request to have a fair calculation of "stars".

In April, we're launching a new Starbucks Rewards program to reflect the #1 request we heard from members: more Stars awarded based on what you buy, no matter how often you visit. 

With a straight forward approach, positive for the #customerExperience, the calculation methodology is described:

You'll earn 2 Stars for every $1 you spend on coffee, food, drinks, mugs—and more.

1 Star per visit
2 Stars per $1 spent
30 Stars to Gold level
300 Stars to Gold level
12 Stars for a free reward* in Gold level
125 Stars for a free reward* in Gold level
Welcome, Green, Gold levels
Green and Gold levels
(plus new Gold benefits)

Unfortunately it appears very customer UNfriendly. Lets take a simple case, a very loyal customer having a "grande" pike every working day. 

  • Today, he needs 2.5 weeks to get a "reward": 12 stars mandatory, 5 stars earned every week, about 2.4 weeks to reach a new reward.
  • In April, he needs 5 weeks to get a "reward": 125 stars mandatory, 24.5 stars earned every week ($2.45*2*5), about 5 weeks to reach a new reward.
Conclusion, our loyal customer will lose half of his "benefits". Too bad Starbucks put that on him with the explanation  the #1 request we heard from members... 

Our loyal customer will have to spend about 2 time the amount in $ to reach the same level of benefits. Unfortunately for him even a Venti every day will not help him, going 2 times a day neither...

Lets thinkencore !!!


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