Paying attention to everything
In this second article, the author explores how paying attention to everything, even minor things, benefits a business. Precisely, he examines a few issues regarding customer experience and how they can make or break a company. As a future event planner, I firmly believe that satisfied and happy customers will always seek one’s services. Similarly, frustrated customers turn to competitors, which may severely hurt one’s business. In this context, the author notes that small things that most companies ignore are the ones that lead to business failure. He gives an illustration of Starbucks and how its focus on details has significantly contributed to the company’s immense success. For Starbucks, a competitive advantage is only achieved when customers are satisfied (48). Hence, the writer notes that everyone in the company notes that nothing is trivial, and works tirelessly to perfect everything to ensure that its customers always get an excellent experience.
As the author further notes, the primary objective of any business is to address the “felt sense” of every customer. The principle not only applies to multinational firms but also to small enterprises, including event managers. Starbucks, as noted in the article, knows that customers and partners have a shared felt sense (54). Whether a customer is satisfied or not depends on whether the felt sense is adequately addressed. As the author indicates, most customers describe Starbucks as comfortable, warm, and pleasurable, since the felt sense is adequately addressed. Due to the detailed attention given to every aspect of the business, customers feel comfortable and are likely to revisit the store.
Further, the writer highlights that quality is the life of every business. In the Starbucks situation, the management never cuts corners on quality (58). In business, the author indicates that cutting corners will consequently compromise the company’s reputation or brand. In most cases, shortcuts backfire, leading to adverse effects on a firm’s competitiveness. As an event planner, quality matters too. Every person who hires an event planner is looking for a passionate, creative, and organized planner who will not mess the big day. As the writer notes, success in business needs someone who meets and exceeds expected quality standards, like the case of Starbucks.
Finally, the author states that success in business is all about prioritizing objectives and creating a playful corporate culture. In event management, prioritization is paramount as one has to handle multiple tasks at the same time. Starbucks also understands the essence of prioritizing objectives in maintaining a competitive edge and pursues it. Apart from anticipating customer needs, the enterprise uses client feedback as a learning tool (66). Employees play an essential role in any company’s success. Starbucks, having known this, creates a positive work environment for all workers, which boosts their morale and productivity. Also, the management motivates workers by recognizing and rewarding their contribution to the company’s success. The firm also knows that everyone matters, not only customers but also employees.
