This month, tens of thousands of Starbucks partners (Starbucks employees are called ‘partners’) will take a survey about the current quality of the partner experience. The feedback will be used to shape the future (I assume). At the end of the survey, Howard Schultz speaks, promising a brighter future for Starbucks partners. He sounds absolutely committed to it.
In listening to him, I am reminded of his message to shareholder’s in the 1992 annual report. (For complete 1992 annual report message click here.):
To Our Shareholders:
Every successful business has its competitive advantage. At Starbucks we have two: Our coffee and our people. …
Our “employees” are called partners, and this is literally true, since every individual is offered stock options. We seek to seamlessly interweave variables that ensure quality for the customer with literal ownership in the company. We want to be the employer of choice in each market in which we do business. In order to achieve this goal we pay fairly, provide benefits to all whether part-time or full-time, and encourage individuality and open communication. …
Howard Schultz
————————————–
This isn’t one of those exercises of compare and contrast, but in comparing the two, his commitment to Starbucks partners is unwavering. And here is the March 2010 message to partners about the state of the Starbucks experience at this time and his commitment to improve it:
Hello partners,
First and foremost thank you so much for taking this important survey. You know it is hard for me to express to you what the company has been through the last year and a half. And we certainly have asked a lot of you during this period. The truth of the matter is that we had to make very tough decisions, emotional decisions to manage through the very tough cataclysmic financial crisis that we were experiencing. But as we go forward, my number one commitment of myself and our leadership team is to reaffirm our commitment to our partners and reinvent the partner experience at Starbucks. Now this isn’t going to happen overnight just like the transformation agenda didn’t happen overnight. It’s going to take some time. The survey you just completed is going to give us a lot of insight and a lot of information. And my words, and the words of others, are not going to be good enough. We have to be measured on deeds and our actions.
I’ve always said from day one that we can’t exceed the expectations of our customers unless we exceed the expectations of our people. And that’s exactly what we’re going to start doing. And my promise to you is that we will do all that we can to really create the kind of partner engagement, respect and dignity, and raise the level of insight and ultimately the experience and the commitment that we have to our people. And we will exceed your expectations. Give us some time but you have my promise that it will take place.
Thank you for taking the survey. I appreciate all you do and wish you the very best. Thank you very much.
I don’t expect a lot of comments in response to this. I only post it because I’ve personally heard the sad tone of voice from long-term partners who say their work environment has changed a lot in the past few years. At one time, people would say that working at Starbucks was the best job of their lives. In my office, there is an attorney who at one time worked at the University Village Starbucks in the very early 1990s. And I’ve heard her say, on more than one occasion, “hands down that was the best job of my life. We scooped coffee out of bins and we had fun.”
But now, in 2010, changes have lead to dis-empowered baristas which in turn diminishes the customer experience. The barista who is worried about whether a DM will bark at him or her over speed of service isn’t likely to extend any extra effort to the customer. Of course at my core I’m an eternally optimistic person. I find Howard’s message above, especially in combination with the idea of a confidential survey, to be a healthy and bright sign for the future.
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The employees have a qualification to get a big present from him, I think.
My survey I filled out for 1.5 hours. I know its not read verbatim, but i felt it as a duty to be a voice. If I never tried to do anything to fix our problems then I have no right to ever complain.
I do believe Howard. I really do. Problem is I know how greedy my DM is. I know the 12 people between Howard and I do not care how my girlfriend and I (a barista as well) struggle to live off of a 2 barista income. We share one car at two different stores, have low cost of living, and never spend money on anything other than the bare minimum to survive. I even have a house fully paid off from savings before being a barista. Without that Ill never know how we would live.
But I dont expect those 12 people that just care about VIA bonuses and a 3rd leer jet to care about life at a barista level. Ill believe it when I see it.
I’d challenge any partner who doesn’t believe their SM or DM isn’t living up to the mission to ask questions. Start with the person directly – How does this inspire and nurture the human spirit one cup at a time?
If you don’t like the answer, keep going up the chain. While I realize there may be some bad apples out there, there are plenty of open doors to invite yourself into!
Take control of your experience and challenge others to live up to our mission (politely, of course)!
That’s good advice, Ghost!
I took my survey. It took exactly 30 minutes. I bet whoever reads these surveys is gonna get sick of hearing about how we need more labor… I threw in that we should brew different blends/origins, other than Pike Place Roast, so customers get a chance to always try new coffees, no matter what time of day.
I heard some good advice about taking these kinds of surveys: If all you do is complain and act like you completely hate your job, people are less likely to change what you’re griping about. If you communicate that you love your job overall, but shine light on the negative, you can more easily inspire the change you want to see happen.
“The truth of the matter is that we had to make very tough decisions, emotional decisions to manage through the very tough cataclysmic financial crisis that we were experiencing.”
I wonder if his $12 million dollar salary was one of those tough, emotional decisions.
I, too, want to believe Howard. I can’t.
I will continue to put forth my best effort. I will continue to attempt to improve as a barista. I will attempt to give customers outstanding service. But I do not believe that I will get any help from a single soul above me. I’ll ask for it. But I do not at all count on getting it. I’ve heard too many lies, too much propaganda, and had too many promises broken to believe anything anyone in this corporation says in regards to things like this.
I love the Starbucks Coffee experience. I only wish it still existed.
I myself will not be filling out the EMPLOYEE survey as to actions speak more than empty words ever can. I don’t expect things to ever change so Y waste my time. Sorry Melody, I try to see Ur optimism but there is no light for the tunnel.
@Ryan I don’t know who U R, but after Ur comment here and on SG, I think I’m in love, truer words I could have not put myself.
I shot ’em straight. I’m sick of the merchant mentality, I refuse to shove VIA down people’s throats, I want a raise, and all the pretty speechwriting in the world doesn’t mean d**k unless A) Things actually change, and in short order or B) I get that speech in person.
Howard Shultz can come give you that speech in person, hands clasped upon yours and tears streaming down his face, saying that he really, really means it…
…And then continue to understaff stores, pressure us into forcing VIA down the customers’ throats, and perform every measure of cheapskate cost-cutting at the expense of the customers and baristas while he gives himself raises.
Only A). works. Actions speak far louder than words. We’ve seen what Howard’s recent actions have been.
Oh, here’s a fun thing I found out yesterday: half my store didn’t even know about the partner survey. No one bothered to tell them about it. The only reason I knew about it was because of sites like this.
That’s just frightening. It goes back to the core of an area that Starbucks needs to greatly improve: Getting the right messages and correct and important information all the way down to the store level partners.
I believe you’re telling the truth: I’ve definitely seen posts on this site and other Starbucks blogs saying that they’re (meaning partners) primary means of learning about Starbucks comes from blogs and the comments on the blogs.
As long as we live in a recession companies (including Starbucks) will institute lean operating policies.
To correct the post above Howard Schultz’s base annual salary is much closer to $1.2 million (stock options aside). And given that he’s basically built this thing from the ground up and is a CEO of STARBUCKS – I’d say he deserves it.
We could always make more money or managers could always be more genuine and “corporate” will always be perceived as heartless, unattached meddlers.
As with any situation (work, family, relationships, government, economy, etc) a little perspective goes a long way.
I’d be proud to be a Starbucks partner – but I can’t even make drip coffee. Where is Lois Lane anyway?
I dunno, Clark: this is from a customer’s perspective, but it seems like McDonalds has been taking exactly the opposite approach Starbucks has. Look at their menu! Angus burgers (which are quite good), white meat McNuggets (instead of that pressed chicken “meat” they used to have), and their McCafe is actually halfway decent. Their frappuccino knockoffs aren’t as good as ours, but their fruit smoothies are better.
Plus, they always seem well-staffed and have clean lobbies. And all of this during our horrible recession.
If McDonalds can up their quality during a recession, why are we lowering ours?
Enlightened Coffee Sage – did you not see Super Size Me?
McDonald’s is a low cost leader fast food chain whose food is fattening and assembled at lightening speeds w/ little regard for quality.
Just the Angus deluxe sandwich (so no french fries or drink) is 750 calories and 39 grams of fat. Hardly quality fine citizen.
I’ll concede the point on chicken as Men’s Health magazine actually gives most of their poultry items a “B” grade.
(@Enlightened Coffee Sage and Clark Kent) – I hate making McDonald’s and Starbucks comparisons because I still don’t see Starbucks as fast-food: At least not in my world of Clovers, almost no drive throughs, and pretty darn good service at the Starbucks that I visit.
But briefly responding to this discussion: You can’t really take a short view look at McDonald’s and Starbucks to make accurate comparisons. Each thrive in opposite business environments.
If you go back to about 2002 and 2003 at look at McDonald’s then, you’ll find that they were posting record losses at a time when Starbucks was doing quite well.
What we know is that during any kind of recession, store traffic at food establishments that are a little cheaper for a family, no tipping required at the table (no waitress service) – These kinds of establishments experience a surge in store traffic. Consequently, as their traffic goes up, so does revenue and the ability to put labor on the floor, and experiment with innovation.
When the economy is great again everywhere, McDonald’s may again find themselves posting a loss. I will say that McDonald’s has acted with great celerity and agility to adjust their business practices to the current economic client.
So to say that ‘McDonald’s can have clean and well-staffed stores during a recession’ doesn’t totally tell the whole story.
I believe that the Starbucks experience will improve for everyone: Customers, partners, shareholders. I have a long list of ways that I want to see improvement, and maybe it’s not happening as fast I impatiently want it to, but we will get there.
Melody – Very well said. I can’t think of anything to add to your perspective that better clarifies the issue.
Thank you.
“McDonald’s is a low cost leader fast food chain whose food is fattening and assembled at lightening speeds w/ little regard for quality.”
Starbucks isn’t?
Sigh, no Starbucks isn’t.
In economics it’s called normal vs. inferior goods (not a reflection or evaluation of quality – just a label). As an individual’s income rises his/her demand for a normal good will rise and demand for inferior goods will decrease (note Melody’s reference to ’02 & ’03 when McD posted losses and Starbucks soared).
Conversely, when the economy tanks, consumers’ demand for normal goods (Starbucks, Olive Garden, etc) decreases while demand for inferior goods (McDonald’s & 99 cent menu’s) increases.
This isn’t to say that producers of each type can’t adjust their strategy to stay competitive in adverse economic scenarios.
While you make a good point, I think you’ve misunderstood my statement.
Starbucks drinks are fattening, assembled at lightning speeds, and our quality is going down.
I totally get that people are going to cut back on “luxury” items (like white mochas and caramel frappuccinos) and go more for low-cost items (like a $0.99 double cheeseburger).
But the thing is, we didn’t cut drink prices. That means that the folks who are hurting money-wise aren’t coming back until they start making money again. So who’s still coming? The folks who do still have money to blow on Starbucks. And when we cut our quality by taking every cheapskate measure in the book, that’s exactly who we’re alienating.
My store manager is way too busy working on something else when it comes to the Partner Survey. So far on the schedules I have not seen any time set aside for the completion of the Partner Survey. Does anybody know how its done or what the percentage is?
Its not surprising that Starbucks has more Fair Trade coffee because after all Starbucks couldn’t be considered “fair trade” when we have Uncle Howie pontificating from his holier-than-thou cathedra.
I would like to note that my store does over $20,000 a week in business with less than 16 partners. We had no time scheduled for the partner view survey but every partner in my store took that survey in its entirety. So in my view no one has an excuse for not taking it unless they didn’t hear about it (which is absolutely horrible).
@baristajo When I was supposed to take the survey it wouldn’t allow access so I could not take it. I have read that I am not the only one that didn’t get to take it because of access issues and one partner said it cut her off half way thru. Maybe this is why only 91% took it and yes we dropped from #3 on the Fortune 100 list to #93 for a reason.