So, Starbucks are trying to build relationships with their customers by asking them their name when they order a coffee.
Is this a marketing ploy, a drive for efficiency in serving or is the world's largest coffee chain genuinely trying to get to know their customers?
In my eyes, it's very unclear. It's a confusing experience, and not something that comes naturally to either customer or barista. For instance, the person serving you asks your name, then instantly looks away and tries to daub it on a polystrene cup with a black marker, before shuffling away and serving the next customer. They aren't interested in your name. They don't want to ask you your name. You don't want them to ask you your name. They're not going to remember your name.
In my eyes, it's very unclear. It's a confusing experience, and not something that comes naturally to either customer or barista. For instance, the person serving you asks your name, then instantly looks away and tries to daub it on a polystrene cup with a black marker, before shuffling away and serving the next customer. They aren't interested in your name. They don't want to ask you your name. You don't want them to ask you your name. They're not going to remember your name.
Conversely, you don't care what their name is. You just want your coffee.
Problems arise when your name is difficult to spell, or difficult to understand. In London, this is a particular problem as many of the baristas are not English native speakers. Hence, "Wayne" can get turned into anything from "Wanye," to "Wyn," "Yawn" or even "Steve" (I got desperate).
Problems arise when your name is difficult to spell, or difficult to understand. In London, this is a particular problem as many of the baristas are not English native speakers. Hence, "Wayne" can get turned into anything from "Wanye," to "Wyn," "Yawn" or even "Steve" (I got desperate).
However, the most illogical thing about the whole debacle is that, once the cup is successfully branded with an owner, it is then proudly encased in a cardboard sleeve which totally obscures the name! This results in an amusing game of "lift the cup" to determine which one is, indeed, yours.
Of course, when you go back the second, third, and all subsequent times, the baristas have learnt your name and converse with you like an old friend; enquiring as to your well being and making general small talk about the weather and mutual acquaintances (Wyn hasn't been in for a while, Steve, is he OK?). Actually of course they don't. In my local branch, the staff appear to have seen sense and have stopped asking for peoples' names.
Of course, when you go back the second, third, and all subsequent times, the baristas have learnt your name and converse with you like an old friend; enquiring as to your well being and making general small talk about the weather and mutual acquaintances (Wyn hasn't been in for a while, Steve, is he OK?). Actually of course they don't. In my local branch, the staff appear to have seen sense and have stopped asking for peoples' names.
This pleases me; their silence is endearing me to them for standing up to the daft corporate policy, and, in a roundabout way, makes me want to go back for more coffee.
So perhaps Starbucks got it right in the end. I must find out the name of their Marketing Director and send on my thanks.
So perhaps Starbucks got it right in the end. I must find out the name of their Marketing Director and send on my thanks.
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