My Starbucks Idea
Autor: Veículos e Campanhas 2012 | Publicado: 2012-09-05T07:18:00-07:00

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A Starbucks é uma
grande rede de franquias de café do mundo, e também é conhecida pela
valorização e investimento em Comunicação Interna.&nbsp;



Depois de passar por
momentos difíceis, a empresa Starbucks Coffe resolveu se aproximar mais do seu público
interno, com o intuito de melhorar seus negócios. Para tanto, a organização foi
ouvir o que o público sentia sobre a empresa e quais eram seus pontos positivos
e negativos que influenciavam na marca.&nbsp;



Em outubro de 2008, a
Starbucks criou um site chamado “My
Starbucks Idea”, um canal de comunicação online onde as pessoas deixavam as
suas opiniões em relação aos seus serviços, produtos, empresa e atendimento. O
site era direcionado tanto para os consumidores como para o público interno,
inserido na Campanha de forma estratégica.&nbsp;









Cada departamento
possuía um representante a fim de selecionar as melhores ideias sugeridas pelos
funcionários e acrescentá-las nos negócios da empresa. Isso gerou, nos
colaboradores, um sentimento de integração no processo de decisão e escolha dos
negócios da empresa.



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Um exemplo
interessante foi a idéia do funcionário Chuck Davidson, responsável pela
criação do cartão fidelidade aos clientes da Starbucks. O colaborador
acompanhou os comentários no site e, a partir disso, dedicou-se ao
desenvolvimento do produto que foi lançado e divulgado por meio de posts no
blog do site.



Os acessos ao site
aumentam cada vez mais: por volta de 250 mil usuários apoiam ideias e fornecem
sugestões.&nbsp;



A Starbucks criou um
vínculo muito forte com os seus públicos e grande engajamento dos seus
funcionários, pois soube compreender as necessidades de seus steakholders e
atender às suas diversas exigências.





Por: Fernanda Nuernberger 





Fonte: http://expressaorp.wordpress.com/2011/06/16/starbucks-um-exemplo-de-relacionamento/