Starbucks stock price isn’t doing too well, and neither is JetBlue’s, while other cX companies (companies that give good consumer experience) have strong earnings and strength in the stock market. What gives?
My own personal experiences in recent weeks may explain the problem—and the need to solve it before people look at Starbucks and JetBlue the way they often look at Detroit. So…On a flight back from Fort Lauderdale last Sunday on JetBlue (my favorite airline), the plane was late, the seat and floor were dirty (I stepped in gum as I sat down and it stuck to my shoe the whole trip—now that’s a nice experience), and the coffee (Dunkin Donuts) was awful. It tasted burnt. A couple more of this kind of experience and JetBlue will lose me.
Starbucks too. I have a favorite Starbucks near where I work and I stop in many times a week to get my caffeine. Lately, they changed the line process. Instead of two lines or three lines, there is now one long line. Way too long for me as I race to work. They’re losing me. And in this heat, I like my iced coffee. In the past, I got it pretty fast. Now, I wait in the same line behind people ordering some pretty complex, fancy stuff. That means waiting even longer. So, now I poke my head into the Starbucks—and walk away. Not a great consumer experience.
I don’t know how typical my recent personal experience with JetBlue and Starbucks is, but if any bigshots at those companies are reading this, listen up. YOU ARE LOSING ME. CLEAN UP YOUR ACT.
Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.