The Starbucks experience & connections: Customers & Baristas

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I just want to say thanks to two people who have recently sent me some things.  @Darkkatpouncing sent me a scarf with Starbucks pins on it.  It is a beautiful hand-knit scarf in seed stitch and I love the color!  And since I knit too, I really appreciate the work that goes into this kind of thing.  Meanwhile, a former partner (“Doug”) sent me a box of things that he had cherished when he was a partner – Thank you so much Doug!  In it was a collection of pins for his apron that he had collected over the years.  This blog post is just a very short big thank you, and a chance to look at the flair that is sometimes seen on barista aprons.

By the way, it has been almost two full years since I’ve written about the pins that go on partner aprons.  My last blog post on this topic was here.  (It feels weird looking back at two year old blog posts.  I was still getting the hang of writing the blog!)

Thank you to Molly at Seattle Custom Framing for taking the photos used in this article.  Sorry it’s a short little article!

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I’m going to talk about the Starbucks dress code.  Let’s establish some ground rules, and an understanding before I go any further:  We will not reach an agreement.  We will NOT get to a place of consensus.  There are valid arguments from many different points of view.  There is NOT one right answer.  I will absolutely and quickly delete any comment that descends into disrespectful conversation, or emotional finger pointing, or name calling.  If you can’t talk intelligently in the comments, don’t bother.  And last but not least, you may not agree with my opinions, and that is okay too.  I’m not trying to please every single person.  And who knows, perhaps the fact that I get a few people angry is a good thing.  It says something about the content.  There. I got that out of the way.

I suspect the Starbucks dress code may be one of the more heated and controversial topics.  And again, note the entire paragraph rant above:  I expect people to not slam each other in the comments.  Remember: Reasonable minds may differ.

I started thinking about this blog article from the perspective of what could (or would) partners want to change?  I sent out a simple tweet which said: I am writing a blog article about the #Starbucks dress code. If u could change ONLY ONE thing, what would it be? Or would u make no change?

Here’s what I heard on twitter:

• From the East Coast, one person wrote, “@SbuxMel the tattoo rule. Ppl have to wear long sleeves or pants in S.Florida heat = so bueno @Starbucks #dresscode”
• One partner in Canada tweeted at me, “@SbuxMel Visible tattoos! I’ve had feedback from so many partners about showing their tattoos! Starbucks promotes diversity including tats!“
• A former partner in Canada said,  “@SbuxMel allow visible tattoos!“
• And another voice for tattoos, “@SbuxMel Small tats that are respectable should be allowed. I have one on my leg and couldn’t wear shorts all summer“
• A former partner (who I think is in California) tweeted, “@SbuxMel Allow visible tattoos, but put a requirement that the visible part can’t be more than 3″ by 3″
• Another partner wrote, “@SbuxMel Tattoos should NOT be outlawed provided they are not profane etc,“
• And a partner in Indiana wrote the about tucking in her shirts: “@SbuxMel – I hate tucking in my shirts. It is unflattering & unattractive on many (me!) and I can look presentable and appropriate w/o it.“
• Another partner, (I think somewhere on the East Coast) wrote about tucking in shirts too, “@SbuxMel Tucked in shirts. It’s a silly rule that honestly looks bad on most people and isn’t followed in my area.”
• A former partner really had a strong dislike for black socks: “I used to hate being required to wear black socks.“
• One person wants to wear t-shirts:  “@SbuxMel 1 thing: Please let me wear my drawer full of #Starbucks tees to work. #dresscode“
•  One partner tweeted, “@sbuxmel if I could chng 1 thing it would be jeans, not holy jeans but nice jeans lol #dresscode“
• And another person who wants jeans wrote, “@SbuxMel Dear Lord, jeans. Jeans jeans jeans. I honestly don’t think it would devalue the brand in the least.“
•  And then on the east coast, one person wants to be able to wear a gem stud in her nose: “@SbuxMel I would like to be able to wear my nose ring. They are so common now that I don’t think it’s inappropriate to wear it.” (I tweeted with her for further clarification, and I believe this is intended to mean that partners should be allowed to have a very small gem stud in their nose.)

I’ve attached a couple of images describing the dress code  from older Starbucks training materials.  While the attached images may be a little dated, I don’t believe that the dress code has gone through any substantial change since then (at least as far as I know).  One thing to know is that a small number of stores have an “elevated dress code” which is stricter than the normal dress code.  It’s my understanding that Olive Way, Brewery Blocks, 15th Avenue Coffee, Madison Park, and Issaquah Meadows all have a requirement of an “elevated dress code” which means an all black attire, no open-toed shoes, and no sleeveless shirts.  I have heard that the stores following “elevated dress code” have a rule that partners cannot wear the black “coffee gear” official Starbucks-branded polos, which seems a little silly to me.  I have seen many many partners wearing the black polos from the coffee gear store, and they look quite  nice!  (Someone please correct me if I’ve got the “elevated dress code” wrong.)

So if you could change just ONE thing, what would it be?

I realize that is such a tough question.  Everybody has a different idea about what is tasteful.  I admit, I personally am not ready for full arms of tattoos, or multiple huge metallic piercings in the face.  In fact, I’m also the kind of person that once in a while will mention to clients that when you sit before a judge, please wear conservative attire, turn off your cell phone, and please don’t chew gum at either the plaintiff or defense table.

At least in my area, it seems like one of the least enforced dress code rules, is the rule about gem stone studs in the nose.  Lots of people have tiny nose studs.  It seems like it would be the single easiest change to the dress code, and would make a difference to many partners.

As to tattoos, I can’t think of anything more difficult.  Despite what many think, we really do not live in a world where everyone wants to see tattoos.  I have occasionally thought that an easy way to make a small change to the Starbucks tattoo policy would be to have a ‘dollar bill’ test.  If the exposed area of the tattoo is no larger than a dollar bill, it is fine.  So basically,  I like the dress code the way it is right now.  If I could change anything to try and make partners have a more rewarding and comfortable experience, I would first consider allowing a nose stud.  After that, I would see no harm in having a jeans day on a regular basis too.  And I am not married to the idea that shirts must be tucked in either.  But in any event, I said ONE thing, so I picked the nose stud, since I already see that dress code rule overlooked on a regular basis.

I guess I do think that the dress code could be relaxed a little. You’ve seen some of my thoughts on that.  It’s your turn now.

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Previously it’s been mentioned in the news that Starbucks would soon be ending customer service functions in Seattle.  For those who wonder what I mean, when customers call or email Starbucks with a comment or complaint, previously a representative in Seattle, located inside the headquarters, fielded this function and responded to the customer.  The New Mexico call center goes live on September 23, 2010.  From that point on, all calls are handled in New Mexico except if “escalated” to Seattle.  Escalation means that there is a problem or concern that requires the attention of a Seattle partner.  The customer service representatives in New Mexico work for a third party call service center and are not partners.

If you are looking to reach Customer Service, here’s the link with contact information:

• Starbucks Customer Service page

I want to back up a minute and talk about the place where Starbucks came from in terms of Customer Service.  I can remember well over a decade ago, standing in my local Starbucks and picking up a customer service feedback form that said, “We’d love to hear your thoughts.”  I picked it up and wrote down that I would prefer to hear different music.  Probably, knowing me, I suggested more Tori Amos on the playlist.  Not too much later, in the mail came a free drink coupon thanking me for writing to them.  I was surprised.  All I did was ask for different music.  It wasn’t a complaint.

Starbucks Customer Service, at times, has created legendary stories.  I recommend everyone click on this link and listen to this story telling – Granted, I’m including this for fun, but Christine Ferrera’s storytelling of her relationship with Starbucks Customer Service Department is fabulous.  You’ll laugh and enjoy this:

• Christine Ferrera’s storytelling

^ Okay, that link is the highlight of this blog post.  It’s brilliance.

I’ve been worried that Starbucks Customer Service would lose its magic touch in the shift.  We all know the experience of calling a customer service representative, and speaking with someone who knows less about a corporation than the customer.  I also suspect there’s been some confusion in the transition from Seattle to New Mexico.  A twitter friend told me that she had written (via the email link) to Starbucks about not getting bold, and didn’t get any response. One quick tweet to the official Starbucks twitter account seemed to fix that.  I suspect that other resources such as MyStarbucksIdea.com and twitter can perhaps help fill in holes in the Customer Service experience.

Only time will tell if the change is a good one. Yes, I’m worried a little.  Just because you can cut costs in a particular area doesn’t mean you should.