Moihlobudi Moabelo, COO of digital customer experience and a member of DSG consortium, says, “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 allows 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, loyalty and rewards manager at 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 adds. “The SCV strategy that the consortium team has delivered enable 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 enable us to deliver the best strategy and to the betterment of Starbuck’s customer journey in the local market,” concludes Moihlobudi.