I’d like to start this rant…I mean post…off with a few thank you’s.
Thank you Starbucks for my cup of coffee this morning. You were the perfect remedy to the lack of coffee in my apartment.
Thank you for being there on work days when the generic office coffee just wasn’t enough.
Thank you for always being only a block away, for always having a new sugar-bomb latte that I “need” to try, and for usually asking if I spell my name with an “e” or an “a.”
Okay, now that that’s done; Starbucks, I have a bone to pick with you.
A few weeks ago, you announced that there would be changes to your loyalty program. Instead of earning one star for each purchase made (regardless of the cost), and receiving a free drink after my 12th purchase, you’ve decided to reward only your biggest of spenders under the guise of “listening to consumers.”
I don’t remember asking to spend more in order to have my customer loyalty rewarded, and based on the public outcry I think my fellow members would agree. Under the new terms of use that go into effect on April 12th, I will have to spend a minimum of $62.50 in order to earn a reward. And don’t get me started on the 300 star requirement to maintain my “Gold Level” status.
I’m fairly certain that those who wanted the reward system to be based on dollars spent, weren’t asking for this. Based on the public outcry, I’m thinking even you are having trouble maintaining your delusion that this change was made with your customers in mind.
A reward system is meant to make frequent customers feel valued. I’m well aware that I’m just another dollar sign, but your new policy has made it painfully obvious that you only value the really big spenders.
So, as a soon to be former valued customer, I implore you to rethink these changes. I’m not going to threaten that I’ll stop going to Starbucks cafes altogether. That would be nigh impossible, but it will definitely be harder to justify splurging for Starbucks when I’m not getting anything out of it…
More on the Story: Starbucks Rewards new terms of use
…just for fun:
