Managing Business Through Technology

Managing Business Through Technology

         

Starbucks uses Information Technology to help manage its business.  Knowledgeanywhere, (2011) states" An example is for Information Technology to help Starbucks increase its connection with customers and increase profits is to aggregate and mine its data from customer payment cards (referred to as loyalty cards) and examine buying patterns. In turn, Starbucks can determine how employees can better serve customers and what new products customers will buy—and gain more share of their wallets." 

            The goal is to raise the amount of transactions per visit.  For example, purchase Café Mocha and biscotti.  The research demonstrates that the smartest retailers are using customer data to inform their assortments and promotions.  Starbucks is doing this to develop new and potentially location-centric products based on what their loyal customers demand.

            In addition to help their employees receive education and training in customer service and product information, Starbucks uses an online education portal which includes a Coffee 101 course on the history of Starbucks and the basics of coffee.  The online education portal is called the Office Coffee Expert and includes interactive role-playing, videos, and narration.  Individual team members log in securely after each training session and complete an online quiz.  Results are tracked in each team member's profile, and can be viewed by trainers as well. This has become an important tool in employee knowledge retention and has produced a better trained and educated workforce and more satisfied customers.