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Starbucks - Shape the Path | reMARCable by Marc Binkley
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I’m very confused by some businesses attempts to gain customer information.  The latest example of this happend to me tonight at Starbucks.

The serving barrista was a really nice girl that did a great job taking my order.  After taking my order, the barrista asked if I’d ever filled in a customer survey.  I haven’t so I said no.  She then handed me a copy of my receipt (which I already said I didn’t want) and told me I could get a free cup of coffee if I went online to fill in their survey.

Here’s what I don’t understand.

Apparently Starbucks is interested in my opinion, so why not make it easy for me to give it?  Chip & Dan Heath wrote a book called Switch which talks about how to make change when change is hard.  Their book suggests that change is easy if you focus on 3 main elements 1. Engage the Rider – appeal to the intelect 2. Motivate the Elephant – appeal to the emotion 3. Shape the Path – make the road to change easy

So back to Starbucks.  Starbucks prides themselves in making a cup of coffee with care.   Understandably, this takes time.   So while I’m waiting, why not have an iPad available for me to complete a review?

I’m certain that this simple ‘path shaping’ enhancement to the wait line would allow Starbucks to gain more real time data on customer service, build their tribe faster and provide an immediate reward to their customers.

Have you seen any companies that do this?

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