A recent BusinessWeek article, dubbed: 'Hey, Starbucks, How About Coffee Cubes?' had me saying "Finally!" About a month ago, java giant Starbucks launched its new web site MyStarbucksIdea.com just so that its customers could make suggestions, discuss ideas, vote on ideas others submit, and otherwise, put their 2 cents in. The site is open to all visitors who register.


Former and now current CEO Howard Schultz is pinning part of his hopes for rejuvenating the Starbucks brand on this venture. He intelligently sought the guidance of Michael Dell whose own customer input site, IdeaStorm.com, launched more than a year ago, enabling the company to implement a number of smart new innovations.
Innovation #1: the splash stick, has already been added, thanks to 10,000 SBux fans who requested something to plug the hole in lids to prevent the spilling of hot coffee. Other consumers have suggested coffee ice cubes so that cold drinks don't become diluted by water from conventional ice cubes. Yet others want to see the coffee shops equipped with shelves in the bathrooms to hold coffee while using the facilities. . .disgusting other visitors to the site. You get the idea.
Starbucks views most of the suggestions that have been made as constructive and positive. In other words, consumers aren't using this site to complain but to advance real solutions. An idea that is being considered: embedding consumers' regular orders onto their Starbucks cards so they can swipe them when entering a store, thereby placing an order and paying for it simultaneously, shortening the wait in line.
Schultz has also added 48 specially trained "idea partners" within the organization to enable these discussions and facilitate drawing consumers out. Taking that a step further, the idea partners advocate for the customers and advance their suggestions within their departments, so that "they (the customers) have a seat at the table when product decisions are being made."
My Starbucks Idea will be instilled into a new "seeing culture" at Starbucks, according to Schultz. To give Starbucks credit, the company is now showing willingness, even an eagerness, to solicit ideas from, and listen to customers.
Questions:
*
Do you think the Dell-styled MyStarbucksIdea.com site will help Starbucks right its ship provided they truly listen to their customers?
*
Whether Starbucks acts on the ideas ventured or not, should they acknowledge the people who take the time and trouble to offer suggestions in some manner?
*
What do you think of the "Idea partners" offering suggestions within specific departments? Is this going to bear fruit, in your mind, or is it in danger of sitting in that specific "silo" without going anywhere in some cases?
I'd love to hear from you.