In response to Howard Schulz’s (Starbucks’ owner) memo citing his concern over the direction Starbucks is headed, John Moore, a former long-time marketer at Starbucks, enlists the ‘Starbucks Board of Customers’ (i.e. readers of Moore’s blog and Starbucks customers) to propose which changes the company must make to maintain (reclaim?) its integrity. This is a must-read! Apart from the Starbucks-focus, the principle of a Board of Customers is so interesting. This way of thinking takes so called dialogue marketing out of the lab and into the street. Right where it belongs… So, take my advice: download the PDF from ChangeThis. And read it!
April 15, 2007 | Filed Under board of customers, marcom
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