Communication at Starbucks

Communication at Starbucks

Introduction

The Starbucks Corporation is a multi-billion dollar driving force in the coffee industry, and ever since acquiring its nearest competitor, Seattle's Best Coffee in 2007, the company is inescapable. Starbucks' success is accredited to charismatic leadership as well as a mutual respect of its employees. The company strives to promote effective management, the need for training and development, a supportive work environment, and a standard of equality within the workforce and for their product (Austin & Reavis, 2004).

Communication at Starbucks

Starbucks is a company focused on the customer experience, its employees, and improving the planet. Because transformational leaders are those who have a profound effect on their followers and encourage them to transcend their own self-interests, it is not surprising that Schultz is always encouraging the company to be more innovative. He strives to find additional ways to improve operations and continue to grow while maintaining the customers' experience. Because of Schultz's vision Starbucks in the same league with many other worldwide American-based food and beverage chains and not simply just a small, quaint coffee shop in the Seattle area.

The communication at Starbucks is done is such a way that customer feedback is conveyed to the top management. The company keeps the customer as its priority and makes it the Starbucks strategy. Starbucks is famous for encouraging open communications among its employees. These communications are taken seriously, and employee suggestions are valued in the organization. Regional district managers and other top managers make visits to the stores and interact with the employees. The company encourages communication through concentrating on diversity and ethical promotion of business practices. Starbucks communicates to its employees that highest standards of purchasing, roasting, and fresh delivery of coffee is required, satisfied customers are essential for the growth of Starbucks, and positive support of the society and environment is essential for achieving the goals of Starbucks. The employees are told how essential it is to be profitable. Starbucks communicates positive feelings in its employees. The company communicates a sense of respect and dignity. This communication is in sync with its mission that its employees are its partners because it is not a job but a passion (Simmons, 2005).

Starbucks attributes a bulk of its success to effectively training its employees across the globe. A cappuccino should taste the same in Seattle or Hong Kong. Training itself is one of the integral steps of finding and developing effective leaders according to Robbins and Judge. Although proper selection is important to ensure that the employee has the right personality and experience for the job, it is through extensive training that the company has the opportunity to express its ideals. Through effective training companies can promote “an understanding about content themes critical to effective visions… We also can teach skills such as trust building and mentoring. And leaders can be taught situational-analysis skills”. The Starbucks Corporation realized the imminent need to improve basic operations so much so that in 2008 the chain closed 'all of its 7,100 ...