Starbucks service marketing: a cup of coffee makes customers enjoy human feelings.

During the meeting of Luo Lunyou (right), Mr. Xu Guangyu, General Manager of Uni-President Starbucks, talked freely about the business philosophy. (photo: Cai Chongxian location: Tzu Chi Humanities Center date: September 22, 2012)

Xu Guangyu (left), general manager of Starbucks, believes that an honest and honest attitude can forge a wide range of good relationships. (photo: Cai Chongxian location: Tzu Chi Humanities Center date: September 22, 2012)

"attaching importance to the company's employees is a necessary business policy." Mr. Xu Guangyu, General Manager of Uni-President Starbucks, explained to the audience the important concept of running a business. On September 22, Jing Si Shu Xuan invited General Manager Xu Guangyu to Tzu Chi Humanities Center to give a spiritual lecture and talk freely about the business philosophy.

A cup of coffee service to enjoy human feelings.

In 1996, Xu Guangyu was instructed by Uni-President to go to the United States to negotiate with Starbucks in Seattle about the right to operate in Taiwan. At that time, Taiwan's coffee market already had coffee salons in Japanese coffee shops, individual coffee shops, restaurants, and canned coffee on convenience store shelves. After signing the contract in September 1997, Xu Guangyu's challenge became how to transplant the business model of Starbucks in the United States to Taiwan to become a chain coffee shop that everyone loved.

Over the past decade, Xu Guangyu and his employees have taken on the challenge and gone through dark times. In 2011, Starbucks served 30 million customers. Xu Guangyu says that these achievements come from a very good brand positioning. Even if more and more people sell coffee, there are still countless people who like to stay and drink coffee at Starbucks. "this is a kind of healthy competition." what's more, it is self-expectation to become a coffee brand in Taiwan's local model. "

When he came back from training from Starbucks in the United States, Xu Guangyu positioned Taiwan's Starbucks as a company of truth, goodness and beauty, hoping that all the partners in the company would work together to make Starbucks the most humane company through a cup of coffee. Xu Guangyu explained that Starbucks' corporate philosophy is to provide an excellent working environment for employees to respect each other and give full play to a high degree of service spirit.

"25% of our work partners come from our customer base." Xu Guangyu said with a smile that some Starbucks regular customers were moved by the enthusiasm of their work partners and then joined Starbucks. "from the moment you put on the green apron, every Starbucks partner will have the same understanding, smile, warmly welcome every customer who enters the door, and grasp every service."

The enterprise's sincere treatment of professional leaders' practice

Looking back on his 30 years of work experience, Xu Guangyu is glad to meet a good company and appreciate his boss along the way, so that he, a newcomer who has just entered society, will not be devastated by setbacks. This has also created Xu Guangyu to take care of his partners with the same concept after he became a supervisor.

Xu Guangyu said: "over the past 30 years, I have studied hard, met good role models, seized the opportunity to imitate, dared to take responsibility, opened my mind, and did not fear defeat."

In response to questions from guests, Xu Guangyu mentioned that Starbucks in Taiwan had experienced two major crises over the past decade or so. He thanked his family, bosses, and employees for their frank communication, mutual trust, insistence on honest management, and a clear distinction between rewards and punishments, coupled with the power of faith to overcome everything. "my partners and I are a family. We should work together to achieve the company's brand commitment through struggle. Even a hundred years later, Starbucks has become an inspiring brand, the most humane company through a cup of coffee. "

Wonderful answers to questions about the characteristics of talents

When asked about recruiting employees, how to master the characteristics of talents? Xu Guangyu said: "enthusiasm to do everything, like to contact people, take the initiative to say hello to people, this is the basic attitude." Another point is that an honest and honest attitude can form a wide range of good relationships, be trustworthy and willing to be close, and like to talk to you. "

"be eager to help others and become dignitaries of each other." With this in mind, Xu Guangyu revealed that he also worked with Tzu Chi twice to raise funds and provide disaster relief during the floods in eastern China (1991). Now Xu Guangyu is promoting the volunteer culture in the enterprise, hoping that each branch can combine with the community to double the number of volunteer hours contributed by each of the 3,000 employees last year.

Answer another guest's question "how to be appreciated and promoted by the supervisor?" Xu Guangyu suggested being grateful and working hard to achieve the task, and then humorously added: "come to Starbucks." Won a house full of laughter.

(responsible Editor: Leo)

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