PROBLEM STATEMENT Starbucks has found that they do not always meet their customers' expectations in the area of ​​customer satisfaction. Starbucks needs to come up with an action plan to address this issue, considering its significant correlation and impact on sales and profitability. SITUATION ANALYSIS The Starbucks company is acclaimed for its superior value proposition in the early 1990s by creating an experience around coffee consumption, a 'third place'. The brand is positioned to offer the highest quality coffee, close intimacy with the customer and a warm atmosphere or environment. CustomersHowever, data from the market research team has shown that there is a change in Starbucks brand recognition in customer perception, as indicated by the increase in the number of respondents who strongly agreed with the following statements (2000 and 2001 data respectively ): "Starbucks is primarily concerned with making money" --> 53% to 61% "Starbucks is primarily concerned with building more stores" -- > 48% to 55% Chart 1, "The top five attributes that consumers associate with the Starbucks brand,” further convinced that being welcomed – only 39% of respondents strongly agreed – is the lowest attribute among the five. While this market research data may be partially true, c 'is another justification that confirms its validity. While there are significant changes and expansions in customer base and demographic profiles, customers tend to use stores the same way from the 1990s to the 2000s. Unfortunately, new customers tend to have less appreciation for the Starbucks brand (Figure 2). These results are rather discouraging, even if revenues in recent years remain positive and increasing. First or... middle of the paper... for this workout. You also need to make sure it isn't over the top and goes to the point of being annoying rather than friendly and helpful. Implement an employee reward system based on customer satisfaction. It can be tied directly to the bonus or to an award such as "Best Employee of the Month". Features an incentive program through your Starbucks SVC (stored value card), such as 1 free cup after 10 purchases. The free mug may be limited in price, size, or even the products themselves. SVC has been proven to be successful in terms of reducing transaction times and doubling the number of visits to Starbucks. With the additional deal, there is no doubt that more customers will use this card. Regarding the contradictory data provided by the company's customer snapshot, it is mandatory to revisit the frequency, methods, measured attributes and acceptance standard of this practice.