Groundswell Award




Short description of this entry is the first social media website from Starbucks.  Our mission is to help us connect with our customers by co-creating the future of the company with them.  

MSI (as it is known to the community) has four components:

share:  Where community members post their Starbucks Idea.  Anyone can post an idea.  

vote:   The site let’s you easily see what other people have suggested and vote on the ideas you agree with.  The community decides what’s important and what is not.

discuss:  Inline comment streams allow community members to discuss ideas with other customers and about 40 Starbucks Idea Partners from various departments  answer questions and provide insights to the discussions.

see:  The “Ideas in Action” tab is the proof.  Here is where we announce what actions have been taken and have further discussion around top ideas.

These four components provide a ongoing loop of discussion, interaction and, ultimately, action.


How does this entry accomplish business or non-profit goals? is the first true two-way conversation point for customers and the company to interact on a wide scale.   We've found that customers very much want to have this conversation.

Traffic to the site has been immense right from the beginning.  But the participation rates have been what is truly exciting.  We've had nearly 75,000 ideas submitted in less than six months, with many ideas receiving thousands of votes and hundreds of comments.

Some ideas have been surprising to us:  the top all-time idea is around having "Great Conversations" at Starbucks.  More often, however, it has helped us prioritize our current efforts and initiatives. 

From big ideas, like healthier morning and food options and bold coffee discussions, to smaller initiatives such as a "reusable cold cup", in just a few short months My Starbucks Idea has become a major force in helping direct the future of the company.




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