Aiming to Deliver the Best Customer Experience
Excellence Coaches Visit Stores to Provide Solutions
On the occasion of its 26th anniversary, Starbucks is strengthening its core business by launching a dedicated organization for the first time in Korea to train coffee service professionals.
On July 16, Starbucks Korea announced the establishment of the Coffee Excellence Center (CEC), a new initiative aimed at enhancing the coffee experience and deepening customer engagement. The company stated that it will focus on maximizing customer experience by cultivating coffee service professionals through this center.
Starbucks has been spreading its coffee knowledge and culture through various professional development programs, including the Coffee Master system?an internal certification and coffee education program?and the annual selection of a single Coffee Ambassador to represent Starbucks baristas in external activities. To date, approximately 17,000 Coffee Masters have been certified, and they are actively engaging with customers in stores nationwide to deliver the Starbucks coffee experience.
The Coffee Excellence Center aims to systematically manage Starbucks' expertise and heritage in coffee and service. It provides partners with opportunities to grow as coffee and service professionals through a variety of experiences and tailored training programs. Ultimately, the center plans to deliver a differentiated in-store experience to customers.
The Coffee Excellence Center, which will serve as a guide for partners, is composed of 24 elite members selected from among partners who hold the Coffee Master certification and have demonstrated outstanding capabilities in coffee and service. These members boast impressive credentials, including former Coffee Ambassadors, internationally certified Q-Graders, company-wide commendation recipients, exemplary partners, and Partners of the Year.
One of the main activities of the Coffee Excellence Center is in-store coaching by Excellence Coaches. In addition to the existing structured training system?organized by region, area, and position?the center will now offer in-depth, field-oriented, customized coaching. Excellence Coaches, including Coffee Coaches and Service Coaches, will visit stores directly to demonstrate coffee preparation and service, providing customized coaching to strengthen skills and offer experience-based growth opportunities.
Furthermore, the Coffee Excellence Center will plan various systems and coffee competitions to enhance coffee quality and service, establish service standards and improvement directions, and integrate these into store operations. In this way, the center will play a variety of roles in developing professionals.
Jung Woonkyung, head of the Starbucks Coffee Excellence Center, stated, "With the know-how we have accumulated over the past 26 years as an iconic coffee brand, we have launched the Coffee Excellence Center, which is dedicated solely to coffee and service. Based on our mission to devote care to every customer and every cup, we will strive to become a partner in creating positive change with our partners and to provide even better coffee quality and service."
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