Starbucks’ Virtual Suggestion Box

My Starbucks Idea.jpg Starbucks has set up a virtual customer suggestion box, MyStarbucksIdea.com.

Since the site was announced last week, Starbucks customers have debated the merits of establishing a separate line to order brewed coffee, discounts for frequent buyers or seniors, and more.

“We are completely thrilled at the number of ideas (thousands!),” Chris Bruzzo, Starbucks Coffee chief technology officer, wrote on March 21.

Other businesses, such as hotels, have tapped the Web to collect and track customer comments. ClickZ columnist Heidi Cohen offered up these tips two years ago that are still relevant today.

Starbucks has found itself reassessing its growth strategy, saying it views 2008 as a “year of refocus and renewal.” It plans to open 1,175 stores in the United States, down from the original target of 1,600, during the fiscal year. And it’s accelerated plans to increase its target for store openings outside the U.S.

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