Why is it that big companies tend to keep their customers at arm’s length? Instead of taking suggestions, a lot of times companies get cocky and decide what their customers want instead of asking what their customers want. This can create major problems, as we’ve seen before.
On the other hand, there are some companies making great strides to not only connect with their customers, but to involve their customers.
One perfect example of this is My Starbucks Idea, an online forum where Starbucks customers can suggest ways to improve their “Starbucks experience,” as the company likes to say. Starbucks then lists all the ideas that come from their customers. Even if you don’t submit an idea, you have the sense that Starbucks cares.
The same goes for Keurig. Here is another company that is catering to the customer, with great results. Last week, I talked about the I3 qualities apparent in Keurig’s single-cup brewer. Since this company is an intriguing case (and since not much has been written up about them yet on the blogosphere), I wanted to spend one more week looking at Keurig’s next innovation – or, I should say, innovations – keeping in mind that all of these innovations came from customer suggestions.
- Larger Brewer: One of Keurig’s weaknesses is size. Currently, you can only brew, at most, 12 oz. at a time. For someone who tends to order “Venti” sizes, or for someone who merely wants to fill their travel mug with one K-cup, this is a problem. Not to worry, says Keurig, who is rumored to be working on a brewer to accommodate.
- Strong Alliances: Keurig recently announced a partnership with Starbucks and Dunkin Donuts. This is a win/win for Keurig as well as for these companies – customers who only drink DD/Starbucks coffee can now enjoy it in K-cup form, thereby increasing business for both parties. In fact, Starbucks CEO Howard Schultz revealed that “more than 80 percent of current Starbucks customers in the U.S. do not yet own a single-cup brewer,” so this allegiance is bound to bring strong business to Keurig (as well as make Starbucks customers very happy).
- Environmentally-Friendly: In my last post, I brought up the troubling thought about the amount of waste generated, throwing out all those K-cups.
What you may not know is that Keurig has already come up with a solution. They’ve introduced a product called My K-Cup – letting people reuse a single pod with the coffee of their choice – which especially makes their greener customers happy.
- Other Instant Beverage Ideas: Keurig has already branched out into the hot chocolate and hot apple cider realm, so what’s next on the docket? Here’s just a few for starters: lattes, cappuccinos, soup, Airborne, and yes, even infant formula. It’s as if the list keeps going. Soon the question will no longer be:
“WHAT can I get in a K-cup?” — but — “What CAN’T I get in a K-cup?”
So what does Keurig – and all of their innovation – teach those of us who are not in the coffee business? Keurig teaches us that to truly be an I3 business, you must continue to go full-speed-ahead into your market, while never losing focus of your customer base. Keurig and Starbucks teach us that it’s not enough to acknowledge the customer, but to involve the customer.
This seems like a no-brainer, but I’m still amazed at how many companies take their customers’ suggestions for granted. Keurig (and Starbucks, for that matter) has made it their business to give their customers what they want, and it’s paid off. Big time.
- What else do you think we can learn from this ever-growing, ever-innovating world of coffee?
- Have you seen a payoff in your company by listening to your customers’ requests?
- Have you ever been on the other side – have you suggested something to a company, to see them follow through? How did this affect your relationship to the company?
- How are you involving your customers in the trajectory of your business?
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It just dawned on me the other day: the 
are teaming up with the little guy – who, by all accounts, doesn’t appear to be so little any more.
