Starbucks aims for social approach to marketing

Businesses should ensure they look into customer relationship management (CRM), otherwise they could be missing tricks of the trade - ones which a leading coffee chain is now using to its advantage.

Chris Bruzzo, the vice-president of brand, content and online at Starbucks, told the Seattle Post Intelligencer that such business management software allows the organisation to maintain a dialogue with the customer, which is much better received than a bombardment of promotions.

He continued: "If you approach it as a customer relationship and as a multi-faceted human connection between Starbucks and customers, then we can have more than a conversation about products - it can be a customer-insight channel and we can learn things from them."

The Seattle-based company was therefore described by social media expert Charlene Li as "better than any other brand" when it came to this, meaning it continued to dominate its busy and competitive market.

Starbucks was founded in 1971 and is now the world's largest coffee house chain, operating over 16,000 shops across the world.

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