As someone who lives for creating amazing customer experiences, I perked up when I read an open letter from new Starbucks CEO Brian Niccol. His message highlights just how dedicated Starbucks is to being truly customer-centric—from the quality of the coffee to the heart behind its service.
Dubbed a “star CEO” by Fortune, Niccol was tapped to helm the global coffee company after it burned through three CEOs in just two years (Niccol will be the fourth) amid steadily slumping sales and sinking customer experiences. Starbucks is hoping its new leader — who has earned a reputation as a turnaround artist after stints at Taco Bell and Chipotle — can turn things around for the Seattle-based chain.
Last Tuesday, in his first public act as CEO, Niccol outlined his plan for reenergizing stores. To my delight, his vision for the company aligns perfectly with my SUPER Model framework: Start with your Story, Understand Your Customer’s Story, Personalize, Exceed Expectations, and Repeat.
Let’s uncover how Niccol plans to implement each pillar of the SUPER Model and bring Starbucks back to its roots. I promise you will learn a latte. 😉
S | Start With Your Story
Starbucks was built on a love for coffee and community. Niccol reminds us of Starbucks’ unique heritage—from owning a coffee farm in Costa Rica to running special roasteries across the world. Their dedication to high-quality, handcrafted coffee is evident. Starbucks hires agronomists who share best practices with local farmers, they design the best equipment for their stores, and they provide each barista with top training programs.
However, Niccol says that the brand needs to do a better job of embodying its uniqueness. He writes, “It’s time for us to tell our story again — reminding people of our unmatched coffee expertise, our role in communities, and the special experience that only Starbucks can provide. We won’t let others define who we are.”
BREW ON THIS
Do your employees and customers know your company’s origin story? How are you aligning your actions with your core values? If they don’t know the full story, it’s impossible for them to find their purpose within it.
U | Understand Your Customer’s Story
The new CEO acknowledges the pain points of Starbucks customers: “It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better.”
Furthermore, Niccol shows a deep commitment to understanding not just the customers, but also the employees, partners, and suppliers. In his first 100 days, he plans to spend significant time in Starbucks stores and support centers to better inform his plans for improvement. “I know I have much to learn from these outstanding teams and I look forward to getting on the road and spending time with them,” he writes.
BREW ON THIS
How well do you know your customers’ needs? How have their roles and demands shifted in the past 12 months? Wwhat is your leadership team doing to accommodate? The best leaders spend time on the frontlines to interact with both customers and employees.
P | Personalize
After conquering the S and U in the SUPER Model, it’s time to look at P, Personalize. A key focus for Starbucks moving forward is empowering its baristas to make exceptional coffee with personal care. Niccol details both the high-tech (an improved mobile ordering system) and high-touch strategies (greeting every customer) that will help the brand reinforce its identity of connection and joy.
He writes, “We’ll make sure our baristas have the tools and time to craft great drinks every time, delivered personally to each customer.” Personally — not hurriedly thrown on a counter for a customer to find.
BREW ON THIS
If your employees are constantly rushing to just get things done, they likely aren’t going to have the time for personalized interactions with customers. Are you giving your team the tools they need to ensure every customer feels seen and valued? Remember: some of the most important elements of what you’re selling aren’t what you’re selling at all.
E | Exceed Expectations
Moving onto the fourth step in the SUPER Model: Exceed Expectations. Niccol’s focus on making sure each store fosters connection and relaxation is an excellent example of exceeding expectations. It’s not just about the product quality, but the overall experience. Starbucks hopes to enhance the coffeehouse experience with “comfortable seating, thoughtful design, and a clear distinction between ‘to-go’ and ‘for-here’ service.”
While this used to be a core strength of Starbucks, the mobile app and drive-through orders have shifted brand’s focus. Ultimately, they lost one superpower in the quest to develop another. Niccol recognizes they can do both, but they must be more intentional about each.
BREW ON THIS
How do you want your customers to feel when they do business with you? What are you doing to create that experience? If you have multiple distinct channels of business, how are you maximizing each without sacrificing the experience of the others?
R | Repeat
Finally, let’s analyze how Starbucks will satisfy the fifth pillar: Repeat. Niccol understands that to reinforce the brand’s identity, they need to ensure a consistently amazing experience. He implores his staff: “Get the morning right, every morning: People start their day with us, and we need to meet their expectations.”
This commitment to consistency means that every interaction, from the first sip to the last, needs to reflect the high standards Starbucks is known for.
BREW ON THIS
Undoubtedly, customer experience is a daily grind. All it takes is one bad experience for your customers to think, “Maybe I’ll try another option next time.” Make sure every interaction is predictably great to keep your brand’s reputation stronger than your morning coffee. ☕
What was your favorite part about Niccol’s message?
Whether you’re a coffee giant, a solopreneur, or somewhere in between, the SUPER Model is a winning framework. It will help you improve your customer experience and create enthusiastic advocates.
Interested in learning how your brand can be more SUPER? Check out my Six Weeks To Superfans Masterclass! It’s a comprehensive training program that transforms every employee on your team into your Acting Chief of Experience.
