4 takeaways from Starbucks’ customer experience plans

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Gt(e,o.submitSearchBtn,m(m({},Kt),{label:null!==(t=n.i18n.root.SEARCH_TOOLTIP_WEB)&&void 0!==t?t:"Search the web",containerClass:"".concat(jt.tooltip," ").concat(jt.tooltip__web),tooltipParentElm:o.clearSearchBtn.parentElement}))}));var Jt="_yb_tdk4ba",Vt="_yb_hkd17a",$t="_yb_rtzclf",Xt="_yb_tdbhj6",Zt="_yb_de52ef",Qt="_yb_9hwrey",en="_yb_slc8ta",tn="_yb_bf0svp",nn="_yb_hjic9z";be("ybar-mod-adaptivenav",(function(e){var t=document.querySelector("#ybar-l1-more-menu ul"),n={moreDropDown:document.querySelector(".".concat(Jt)),moreBtn:document.querySelector(".".concat(Vt)),wrap:document.querySelector(".".concat(Xt)),moreSectionTitle:document.querySelectorAll(".".concat(Zt)),editionsCtaBtn:document.querySelector(".".concat(Qt)),editionsMenu:document.querySelector(".".concat(en)),closeBtn:document.querySelector(".".concat(tn)),moreMenuDropDownHeight:t?"".concat(t.offsetHeight+48,"px"):"0"};new 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RegExp("[?&]notifications=1(&|#|$)");"desktop"===y&&i&&b.test(window.location.search)&&(i.checked=!0)};be("ybar-mod-notification",(function(e){var t={isUH3:"crunch"===e.getConfig().ytheme,notifContainer:document.getElementById("notification-container"),notifBadge:document.getElementById("notif-badge"),notifMenu:document.getElementById("ybarNotificationMenu"),notifMenuOpener:document.querySelector("#ybarNotificationMenu + label"),notifDropdown:document.getElementById("notifDropdownContainer"),tooltipContainer:document.querySelector(".".concat(Vn)),notifLabel:document.querySelector(".".concat($n))};t.notifDropdown&&ro(e,t)}))}()}};]]>Bryan WasselWed, Jul 30, 2025, 4:25 PM 5 min readThis story was originally published on CX Dive. To receive daily news and insights, subscribe to our free daily CX Dive newsletter. Starbucks is maintaining its emphasis on CX, with an eye toward operations, as it pursues a turnaround.The Back to Starbucks plan, which was introduced in September 2024 and grounded in customer and associate feedback, remains the right strategy for the job, according to CEO Brian Niccol. In-store customer experience plays a key role in the turnaround effort.“We are building a better Starbucks, where everyone can experience the best of Starbucks, one that is stronger, more resilient and consistently growing, a Starbucks that is once again the gold standard in customer service, partner experience, the coffeehouse experience and financial performance,” Niccol said on a Q3 2025 earnings call Tuesday.Starbucks still has work to do. Global comparable store sales fell 2% year over year in the third quarter of 2025, according to a company earnings report. Total net revenue rose 4% year over year to $9.5 billion.Executives say that the company is on the right track, and that efforts like the Green Apron Service model are setting the stage for improvements to come.“We're fixing the operational foundations of the business and building a platform for innovation in 2026,” Niccol said. “Some of the changes are already visible while others will be seen in the months ahead.”Executives shared Starbucks’ CX wins and fresh initiatives on the company’s third quarter 2025 earnings call. Here are four major takeaways:While Starbucks’ comparable sales are still trending downward, customer perceptions of the experience are on the upswing, according to Niccol.Customers are taking notice of improvements to speed, hospitality and accuracy at Starbucks locations, according to Niccol. Customer connection scores are up and customer complaints are down quarter over quarter and year over year, while the brand’s value perceptions are at near two-year highs.The company is seeing gains among Gen Z and millennial customers, who make up over half of Starbucks’ base, according to Niccol. Transaction growth from non-Starbucks Rewards members also rose year over year.Starbucks is adopting a growth scorecard to help the company keep track of the metrics that will drive its future financial performance.“It's about the customer,” Niccol said. “It's about our being staffed correctly. It's about ensuring that we obviously get the right speed requirements hit. And so when we do those things, we see the outcomes that we want, which is transaction growth which then ultimately, I think, is a key indicator of health in the business.”Terms and Privacy PolicyPrivacy & Cookie SettingsMore InfoS&P 5006,339.39 -23.51 (-0.37%)Dow 3044,130.98 -330.30 (-0.74%)Nasdaq21,122.45 -7.22 (-0.03%)Russell 20002,211.65 -20.75 (-0.93%)VIX16.72 +1.24 (+8.01%)Gold3,345.60 -3.00 (-0.09%)PortfolioSign in to access your portfolioSign inTop gainersNEGG Newegg Commerce, Inc. 63.79 +18.82 (+41.85%)APLD Applied Digital Corporation 13.14 +3.11 (+31.01%)FRGE Forge Global Holdings, Inc. 21.92 +5.10 (+30.32%)AMSC American Superconductor Corporation 56.85 +12.91 (+29.38%)PI Impinj, Inc. 154.58 +32.37 (+26.49%)Top losersALGN Align Technology, Inc. 129.01 -74.56 (-36.63%)CFLT Confluent, Inc. 17.73 -8.67 (-32.86%)BAX Baxter International Inc. 21.76 -6.29 (-22.42%)SPSC SPS Commerce, Inc. 108.87 -30.69 (-21.99%)KEX Kirby Corporation 95.31 -24.69 (-20.58%)Most activeNVDA NVIDIA Corporation 177.87 -1.40 (-0.78%)APLD Applied Digital Corporation 13.14 +3.11 (+31.01%)NIO NIO Inc. 4.8700 +0.3600 (+7.98%)SOFI SoFi Technologies, Inc. 22.58 +0.71 (+3.25%)F Ford Motor Company 11.07 +0.20 (+1.84%)Earnings eventsTrending tickersAAPL Apple Inc. 207.57 -1.48 (-0.71%)FIG Figma, Inc. 115.50 +82.50 (+250.00%)AMZN Amazon.com, Inc. 234.11 +3.92 (+1.70%)RDDT Reddit, Inc. 160.59 +11.26 (+7.54%)COIN Coinbase Global, Inc. 377.76 +0.28 (+0.07%)Top economic events