Page 78 - Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization

CHAPTER SIX

Building Anticipation Into
Your Products and Services

Putting Processes to Work for You

Has Starbucks CEO Howard Schultz read Catch-22? Probably. What
seems less likely is that Mr. Schultz has ever signed up for his own in-
store Internet service.

Micah explains:

I had some work to do while out of town, so I headed to
Starbucks to try their new free WiFi.

First step: I had to get a Starbucks card in order to sign
up for free Internet. Okay, I guess. I purchased the card and
filled in all of my personal information via my laptop. But then
I got a message from AT&T/Starbucks Internet telling me to
check my email account for an access verification code so I
could complete the login process and begin using my new
Internet account.

Of course, I didn’t have email access. That’s why I
bought the card and went through the sign-up process in the

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