Global coffeehouse chain, Starbucks, has partnered with Digital Solutions Group (DSG) – a market leader in on-demand customer experience strategy and management – to develop and implement their Single Customer View (SCV) strategy that will drive the My Starbucks Rewards programme in South Africa.
According to Moihlobudi Moabelo, Coo of Digital Customer Experience (DCZ) and a member of DSG consortium, “The My Starbucks Rewards loyalty programme was a great project to work on as it really enabled the team to delve deep into our expertise in digital and customer experience management.”
Over the several phases, this SCV strategy included; building detailed customer journeys, qualification criteria, testing narratives and backlogging. From there the consortium team focused on creating a customer website interface and customer care portal, establishing a loyalty data warehouse. This was then all used to build the Single Customer View (SCV) architecture, with a system that consumes, segments, enriches and can export data selections for key campaigns – a live campaign management system that also continues to be supported by DSG’s omni-channel campaign management system.
The Starbucks Rewards Loyalty programme allow users to register and activate their cards where they can view their benefits and rewards available depending on the level of membership the individual has achieved. The rewards are solely dependent on how frequent the individual visits the store. Users are also able to send gift cards to other members who have registered for the application, either via mobile or their card.
Roland Ellingworth, Starbucks says: “We started a journey when we launched our first few stores in Rosebank, Mall of Africa and Menlyn Maine – and we are still looking at launching more stores in the future to bring the Starbucks experience to the rest of South Africa. In the meantime, as passionate purveyors of not just coffee, but everything else that goes with a full and rewarding coffeehouse experience, we have turned our attentions to delivering a quality Starbucks experience.”
“For us this meant ensuring that our customer relationship and experience management strategies, architecture and platforms are attuned to how customers want to engage with brands and what will deliver the greatest value for our customer,” Roland continues. “The SCV strategy that the consortium team has delivered enabled us to truly maximise on our data integration across the business, drive more two-way communication between us and our customers and across several channels, target select groups of customers with tailored messages or promotional announcements – and overall, assist in driving the superior Starbucks experience.”
“It takes a company with real vision and leadership to successfully implement a strategy that is underpinned by the latest available technology solutions. Within the DSG consortium we hold in-depth experience in web and mobile application development, customer experience, loyalty, data warehousing and business intelligence (BI) – and as managed services that we offer to clients spanning different sectors. We believe our intimate knowledge of the food and beverage industry certainly enables us to deliver the best strategy and to the betterment of Starbuck’s customer journey in the local market,” concludes Moihlobudi.
About Digital Solutions Group
At the Digital Solutions Group (DSG) we pride ourselves on being a leading innovator in the ICT and communications industry. We focus on providing solutions to drive your online and offline business, streamlining all customer communication and staff access points. Aiming to bring a consistent customer experience across all channels through the use of multi-channel technology solutions is at the core of the DSG business model.
Our vision is to ensure that we deliver technology solutions that make your external and internal communications more focused on building relationships through effective and innovative communication, marketing and technology solutions. To know more, please visit our website, www.dsg.co.za.
