Starbucks CEO Brian Niccol is launching the 'Green Apron Service' initiative to decrease customer wait times to four minutes and reshape the company's customer-centric approach. This involves adjusting staffing to match peak hours, utilizing new technology to streamline order processing, and balancing in-store, mobile, and drive-thru sales. Niccol aims to restore Starbucks’ reputation as a community hub while addressing declining transaction numbers. Investors have expressed skepticism as share prices remain down nearly 2% over the past year, but Niccol is committed to improving customer service standards through strategic investments.
I've said to our team, part of our turnaround is becoming the world's greatest customer service company again. It's centered on putting enough partners on the roster in the stores and then deployed correctly so they can provide that customer connection, that experience, that frankly Starbucks really was founded on.
Niccol announced a new wave of investment last month focused on operational standards and customer service. This includes reshaping staffing hours to meet peak demand times, deploying technology to help organize drink-making more efficiently, and creating more space in the process for staff to interact with customers.
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