Starbucks customers revolt over reward card changes
There’s no doubt, that social media is an important ‘tool’ for companies who want to have a closer relationship with consumers. Fortunately, it’s also a great way for said consumers to bite back against the companies when they do something that they’re not happy with.
That’s what’s happened over the past few days with Starbucks after the coffee-flogging giants attempted to change their loyalty scheme. Punters have gone into a caffeine-fuelled rage over some of the new rules, including the one that only gives them a reward point per transaction as opposed to per item purchased. This is believed to have led to points-hungry customers buying each individual item separately instead in order to gain maximum points, holding the queue up and making everyone sad.
Additionally, Starbucks card users no longer get 50p off filter coffee, an offer giving them a free drink with the purchase of a bag of Starbucks ground coffee has been removed and there’s some grumbling that the 50 stars necessary to retain “Gold membership” is too high, and more than the 30 stars required by US customers.
The Starbucks Facebook wall has been filled with criticisms from irate customers, with one threatening to shred their Starbucks reward card and another threatening to kill a lion every day until the changes are scrapped. We might have made that second one up.
A spokeswoman for Starbucks said: “We appreciate that a small number of customers on social media are being very vocal, in our stores we’re seeing a positive movement towards the My Rewards scheme and record traffic on our site for people registering cards and opting in to offers. by far, latte and cappuccino are our best sellers and only a small percentage of sales is filter coffee. The scheme looks at rewarding a lot more people than the previous niche offer.”
So is it all a fair use of social media or are Starbucks customers just being a pack of ungrateful, whiny twats?
TOPICS: Social Media