Here is the scenario: After reviewing the latest marketing data, Christine Day, senior vice president of administration at Starbucks, is concerned with the company’s performance in meeting customer expectations in the area of customer satisfaction. She is contemplating an annual investment of $40 million to increase the weekly labor hours in the North American stores, but before she makes this recommendation, she wants to better understand the cause of the decrease in customer satisfaction. She calls on your consulting service to investigate the cause of this issue and to recommend improvements. You are selected for this consulting job based on your knowledge of systems thinking.
For Part 2 of your improvement plan (pp. 5–7), address the following:
- Analyze how the concept of mental models is present at Starbucks and how this concept either negatively or positively affects the customer experience.
- Analyze how the concepts of team learning and of building a shared vision could benefit Starbucks in terms of improving the customer experience, thereby improving customer satisfaction.
- Propose a minimum of three recommendations, based on your analysis, that might improve the customer experience at Starbucks. Explain why.
Table of Contents
Executive Summary
Provide Christine Day with an executive summary (p. 1) of your findings and recommendations for improvement. Address the following in your executive summary:
- Clearly identify the purpose of the improvement plan.
- Summarize the cause(s) of the low customer satisfaction (referencing the causal loop diagram in the main report).
- Concisely synthesize the recommendations to improve customer satisfaction.
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