Ask Starbucks' Chief Digital Officer Adam Brotman about the company's mobile strategy and he might well tell you it doesn't have one.
It's an odd-sounding answer from a prime mover in mobility--the $11.7 billion coffee retailer has been experimenting with mobile technology since 2007 as an early adopter of everything from smartphone payments to mobile ordering.
But "we don't look at mobile in a vacuum," says Brotman, who joined Starbucks four years ago. "We have an overall digital strategy that's all about building relationships with our customers, and that strategy runs across a number of digital touch points. We're looking at mobile, Web and social to think more holistically about how we engage with our customers and tell our story."
What do you think about Starbuck's strategy to connect with their customers and how has this enhanced the customer experience? How does Starbucks reach new customers as well as retain existing ones.
Following the CRM model what company would you propose for CRM analysis?