In November 2019, an incident occurred at an Arizona Starbucks location when a group of veterans attempted to get free, hot coffee to commemorate Veterans Day. As the story goes, the barista refused to offer these veterans any free beverages and instead, asked them to buy drinks as they placed their order. What happened next has resulted in a war between members of the military and Starbucks – literally and figuratively.
The story, which was first reported by Fox & Friends, soon spread to social media, where people were outraged. Long-time Starbucks customers, military service members, and veterans started posting about the incident. Consequently, Starbucks has since responded to the allegation with a full-page apology in newspapers and free coffee for veterans.
Initially, there was widespread confusion and conjecture over the barista’s motives. Some thought that the barista was exercising their freedom and simply did not want to comply with the store’s policy. Others believed that the barista had discriminated against the servicemen. But with the release of the apology, the incident appears to be nothing more than a misunderstanding.
The apology begins by identifying the issue at hand and goes on to explain that the barista was not aware of the company’s policy of offering free hot drinks to veterans and active military members. According to the statement, the barista had mistaken the veterans for a different promotional offer – one involving a discount for veterans. This was the reason why the barista asked the veterans to pay for their drinks.
In addition to apologizing for the confusion and offering free coffee to veterans, Starbucks also announced plans to provide additional training to their employees in order to prevent similar misunderstandings in the future – steps that have been welcomed by veterans, military personnel, and other experts.
Indeed, there are still some lingering doubts over whether the barista had intentionally refused to provide free coffee to veterans. However, it seems that the apology was enough to satisfy those whose feelings were hurt. In the wake of the apology, many veterans and military personnel have expressed their appreciation for Starbucks’s response and their commitment to training their employees to better understand the company’s policy.
Customer Engagement
At the heart of many of Starbucks’s social media accounts is an ongoing focus on customer engagement. After the incident, Starbucks’s Twitter account was flooded with questions from customers who expressed support for veterans and asked how the company would ensure that this miscommunication never happened again.
In response, Starbucks took a proactive approach to the situation. In addition to issuing a detailed apology and providing free drinks for veterans, Starbucks also committed to continue to take measures to ensure similar issues do not arise in the future. This includes increasing employee training, as well as regularly checking to make sure that all of the company’s policies are being followed in order to maintain a safe and welcoming environment for customers.
Ultimately, Starbucks did not deny veterans a free cup of coffee but rather, made a mistake in misinterpreting their policy. In response to the incident, Starbucks was able to seemingly quell any doubt over its commitment to customer satisfaction and proved that it stands with members of the military.
Barista Perspective
It is possible that the barista was not aware of Starbucks’ policy of offering free hot beverages to veterans and active military personnel. However, some have argued that the barista should have been better informed of the company’s policy, as it has been in place for 10 years. Furthermore, some have criticized the barista for not taking more initiative in understanding what the policy was.
Although the barista’s role in the incident is still being debated, some have argued that it is part of the responsibility of being a barista to be informed of the company’s policies. With that being said, it is important to understand the perspective of the barista and the various pressures that they may have encountered in their job. Baristas generally work under a tremendous amount of pressure and long hours, which can lead to confusion and mistakes when it comes to accurately interpreting company policies.
At the end of the day, it is important to remember that it was a simple mistake, however unfortunate. Additionally, without knowing the details of the specific incident, it is difficult to accurately place the blame and determine who should take responsibility for the issue.
Expert Perspective
The reaction to the incident highlights the importance of customer relations within the fast-food industry. Experts have suggested that, when it comes to customer service and customer relations, the people behind the counter should have the freedom to get to the root of a customer’s problems in order to provide a resolution that best fits the situation.
In this situation, the barista had no way of knowing that the group of people she was dealing with were veterans. Therefore, it is possible that the barista felt stuck in a difficult situation, as she may have been unsure of who to believe and what to do. A better understanding of the company policy may have helped the barista resolve the issue in a quicker fashion.
It is also important to note that customers should not be the only ones held accountable for their behavior in customer service related incidents. Companies should ensure that their employees are well informed of policies and correctly trained on how to handle customer complaints and difficult customer interactions. Experts argue that providing employees with better tools and understanding can go a long way in diffusing tense customer-employee relationships.
Impact on Brand
The incident has had an impact on the company’s brand. Although many believe that the apology was enough to quell the issue, some customers are uneasy about Starbucks’s credibility going forward. After all, the media attention that the incident has garnered has put the company in a spotlight.
Despite this, Starbucks has managed to remain largely unscathed. The company has given no indication that the incident has caused any serious damage and the reaction to their apology has largely been positive. Additionally, experts suggest that the company’s proactive approach to the issue and their commitment to increasing employee training is a positive indicator that the company is taking steps to improve customer service.
Ultimately, Starbucks responded to the incident quickly, admitting fault and showing appreciation for veterans and military personnel. While it is possible that the incident may have some implications on customer trust, Starbucks appears to have effectively addressed the concern by taking appropriate measures to resolve the issue.
Potential Solutions
When it comes to customer service, there is no one-size-fits-all solution. However, experts agree that there are certain steps that companies can take to ensure customer satisfaction. In the case of Starbucks, the company has put in place various measures to address the issue and improve customer service in general.
One solution is for companies to create a better system for training employees. This can include providing employees with more comprehensive knowledge and understanding of company policies, as well as implementing appropriate protocols for handling customer complaints. Additionally, companies should encourage baristas to take initiative and get to the root of customer problems in order to provide the most appropriate solution.
Furthermore, companies should focus on building strong customer relationships by engaging with customers through social media and responding to their concerns in a timely manner. This will help to demonstrate to customers that the company values their opinion and is striving to deliver the best customer service possible.
Another solution is for companies to create an environment where mistreatment of customers is not tolerated. Providing employees with clear guidelines and expectations can help to ensure that customers are treated with respect and that any conflicts that arise can be resolved in the most appropriate manner. Additionally, companies should consider holding managers accountable for the well-being of their employees and customers.
Long-Term Impact
While opinions may remain varied on the incident, one thing is certain: customer service must remain a priority for companies. Starbucks has taken the appropriate steps to resolve the issue, but the company should remain vigilant in providing customers with the best experience possible.
Moreover, companies should continue to strive for transparency and open communication. This means being up front about the company’s policies and taking appropriate steps to address customer concerns in a timely manner. In addition, companies should continue to emphasize the importance of understanding customer needs and engaging their customers in a meaningful way.
Ultimately, companies should also strive to have a better understanding of the unique needs of their customers. For instance, many veterans and military personnel have special dietary needs, as well as emotional triggers based on their experiences. Companies should be aware of these needs and be prepared to provide the appropriate accommodations and support.
