Tall Latte - That's Not My Name

Excuse the blatant abuse of The Ting Tings' song title, but it did ring a bell when I received an email from Starbucks this morning.

From Wednesday 14th March, Starbucks Cafes will use your name in store as a way of making the experience much more personal.




The actual transcript is as follows


Have you noticed how everything seems a little impersonal nowadays?


We've all become user names, reference numbers and IP addresses.


That's why at Starbucks we've decided to do things differently.


From now on we won't refer to you as a latte, or a mocha, but instead as your folks intended, by your name.


Okay, we know it's only a little thing but hey, why don't we buy you a coffee on the morning of the 14th of March, and you can introduce yourself. 


We're Starbucks. 
Nice to meet you.


It is only a little thing but it does go back to the old days of customer service when the local shop keeper knew his customers by name and not by an id or loyalty card number. And of course knowing someone's name is a great asset when starting up a conversation

Admittedly Starbucks don't make my favourite espresso, but in terms of of how they are getting to grips with today's consumer ( iPhone payments, intelligent use of data with their Starbucks Rewards card and Crowdourcing through My Starbucks Idea ) they certainly get top marks for effort.

I for one will be in store 14th March for my free Tall Latte.

Let's hope there aren't too many Gianfrancos in the queue!