Starbuck’s mobile app stopped working and all hell broke loose
Building a new customer habit is hard work but once that habit is ingrained, it’s amazing how that single change drives a sustained lift in customer lifetime value. Never has this been more clear than in the reaction to Starbucks’ mobile app going down recently.
“Had to physically walk in to order a Starbucks and actually speak to someone like a neanderthal bc the Starbucks app isn’t working this morning.”
As an avid Starbucks customer myself, I can attest that the incident added at least seven minutes to my busy day. Despite that, the reality is I’m not going to stop going to Starbucks, in part because I love the product (it is highly addictive after all) but also because, most days, the experience is extremely convenient and it’s part of my daily routine.
For millions of Starbucks app users, ordering, paying ahead, and accruing or redeeming loyalty points for their favorite items is so ritualistic that a single disruption to that process causes borderline pandemonium. Without an already ingrained habit and emotionally invested customer base, this outage could have sent countless customers into the hands of competitors. It’s safe to say the brand affinity cultivated by Starbucks’ serious investment (both time and $$$) in their loyalty program and digital interfaces has paid off when millennials would rather talk to a human and pay in person than skip their daily Frappuccino (or in my case a Mango Dragonfruit Refresher).
Note: If you don’t have Starbucks’ Trenta-sized budget, Thanx makes offering habit-forming digital experiences and engaging loyalty programs attainable for any sized brand.