{"id":450,"date":"2013-06-19T19:45:59","date_gmt":"2013-06-19T12:45:59","guid":{"rendered":"http:\/\/science-technology.vn\/?p=450"},"modified":"2013-06-19T19:45:59","modified_gmt":"2013-06-19T12:45:59","slug":"bai-hoc-tu-ca-phe-startbuck","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=450","title":{"rendered":"B\u00e0i h\u1ecdc t\u1eeb c\u00e0 ph\u00ea Startbuck"},"content":{"rendered":"

B\u1ea9y n\u0103m tr\u01b0\u1edbc, khi t\u00f4i d\u1ea1y \u1edf B\u1eafc Kinh nhi\u1ec1u sinh vi\u00ean t\u1edbi t\u00f4i v\u1edbi m\u1ed9t l\u1eddi m\u1eddi b\u1ea5t th\u01b0\u1eddng: \u201cTh\u01b0a th\u1ea7y, ch\u00fang em mu\u1ed1n \u0111\u01b0a th\u1ea7y t\u1edbi Starbucks n\u00f3 m\u1edbi m\u1edf c\u1eeda hi\u1ec7u \u0111\u1ea7u ti\u00ean \u1edf B\u1eafc Kinh hi\u1ec7n nay.\u201d V\u00e0o l\u00fac \u0111\u00f3, Starbucks l\u00e0 m\u1edbi \u1edf Trung Qu\u1ed1c cho n\u00ean u\u1ed1ng c\u00e0 ph\u00ea \u1edf \u0111\u00f3 l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i \u0111\u1eb7c bi\u1ec7t. Ng\u00e0y nay g\u1ea7n nh\u01b0 m\u1ecdi th\u00e0nh ph\u1ed1 \u1edf Trung Qu\u1ed1c t\u00f4i t\u1edbi th\u0103m, \u0111\u1ec1u c\u00f3 v\u00e0i c\u1eeda hi\u1ec7u Starbuck cho d\u00f9 Trung Qu\u1ed1c l\u00e0 n\u01b0\u1edbc u\u1ed1ng tr\u00e0.\u00a0Hi\u1ec7u c\u00e0 ph\u00ea l\u00e0 ph\u1ed5 bi\u1ebfn kh\u1eafp tr\u00ean th\u1ebf gi\u1edbi v\u00e0 c\u00f3 h\u00e0ng ngh\u00ecn hi\u1ec7u c\u00e0 ph\u00ea \u1edf m\u1ecdi n\u01b0\u1edbc nh\u01b0ng t\u1ea1i sao Starbucks th\u00e0nh c\u00f4ng th\u1ebf?<\/span><\/p>\n

B\u1ea1n t\u00f4i \u1edf Ph\u00e1p n\u00f3i c\u00e0 ph\u00ea Starbucks kh\u00f4ng c\u00f3 v\u1ecb ngon nh\u01b0 c\u00e0 ph\u00ea Ph\u00e1p. Khi Starbucks m\u1edf hi\u1ec7u \u0111\u1ea7u ti\u00ean \u1edf Paris, ng\u01b0\u1eddi Ph\u00e1p coi \u0111i\u1ec1u \u0111\u00f3 nh\u01b0 s\u1ef1 x\u1ec9 nh\u1ee5c cho v\u0103n ho\u00e1 c\u1ee7a h\u1ecd v\u00e0 d\u1ef1 \u0111o\u00e1n kh\u00f4ng ai s\u1ebd th\u00e8m \u0111i t\u1edbi \u0111\u00f3 v\u00e0 n\u00f3 s\u1ebd \u0111\u00f3ng c\u1eeda s\u1edbm. Khi t\u00f4i t\u1edbi Ph\u00e1p v\u00e0i n\u0103m tr\u01b0\u1edbc, t\u00f4i th\u1ea5y hi\u1ec7u c\u00e0 ph\u00ea Starbucks \u0111\u1ea7y \u1edf m\u1ecdi n\u01a1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi \u0111\u1ee9ng x\u1ebfp h\u00e0ng mua c\u00e0 ph\u00ea. B\u1ea1n t\u00f4i n\u00f3i: \u201cC\u00e0 ph\u00ea c\u1ee7a h\u1ecd v\u1eabn kh\u00f4ng ngon.\u201d Nh\u01b0ng sao ng\u01b0\u1eddi Ph\u00e1p v\u1eabn t\u1edbi Starbuck?<\/p>\n

M\u1ed9t s\u1ed1 ng\u01b0\u1eddi n\u00f3i c\u00e1c c\u1eeda hi\u1ec7u Starbucks cung c\u1ea5p Wi-Fi n\u01a1i kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111em laptop t\u1edbi l\u01b0\u1edbt Internet khi u\u1ed1ng c\u00e0 ph\u00ea m\u00e0 kh\u00f4ng ph\u1ea3i tr\u1ea3 ti\u1ec1n th\u00eam. Nh\u01b0ng ph\u1ea3i ch\u0103ng v\u00ec Wi-Fi m\u00e0 l\u00e0m cho m\u1ecdi ng\u01b0\u1eddi t\u1edbi Starbucks? C\u00f3 nhi\u1ec1u hi\u1ec7u c\u00e0 ph\u00ea cung c\u1ea5p d\u1ecbch v\u1ee5 Wi-Fi n\u1eefa v\u00e0 c\u1ea1nh tranh l\u00e0 cao nh\u01b0ng l\u00e0m sao Starbucks xoay x\u1edf \u0111\u1ec3 \u1edf h\u00e0ng \u0111\u1ea7u? T\u1ea5t nhi\u00ean, c\u00f4ng ti qu\u1ea3ng c\u00e1o r\u1eb1ng c\u00e0 ph\u00ea c\u1ee7a h\u1ecd l\u00e0 nh\u1ea5t qu\u00e1n v\u00e0 c\u00f3 h\u01b0\u01a1ng v\u1ecb nh\u01b0 nhau kh\u00f4ng th\u00e0nh v\u1ea5n \u0111\u1ec1 b\u1ea1n \u1edf \u0111\u00e2u tr\u00ean th\u1ebf gi\u1edbi. C\u00f4ng ti Starbucks \u0111\u1ea3m b\u1ea3o c\u00f9ng ph\u1ea9m ch\u1ea5t v\u00e0 nh\u1ea5t qu\u00e1n trong m\u1ecdi hi\u1ec7u, t\u1eeb Starbucks New York, Starbucks Paris t\u1edbi Starbucks B\u1eafc Kinh, hay Starbucks Tokyo, h\u01b0\u01a1ng v\u1ecb l\u00e0 nh\u01b0 nhau v\u00ec h\u1ecd d\u00f9ng c\u00f9ng c\u00e0 ph\u00ea, v\u00e0 c\u00f9ng m\u00e1y. Nhi\u1ec1u hi\u1ec7u th\u1ef1c ph\u1ea9m \u0103n nhanh nh\u01b0 McDonald, KFC, v\u00e0 Pizza Hut v.v. c\u0169ng c\u00f3 c\u00f9ng s\u1ef1 nh\u1ea5t qu\u00e1n tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi. Nh\u01b0ng ph\u1ea3i ch\u0103ng s\u1ef1 nh\u1ea5t qu\u00e1n l\u00e0m cho Starbuck l\u00e0 \u0111i\u1ec3m \u0111\u1ebfn \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng?<\/p>\n

Theo quan \u0111i\u1ec3m c\u1ee7a t\u00f4i, Starbucks c\u00f3 m\u1ed9t \u0111i\u1ec1u l\u00e0m cho n\u00f3 th\u00e0nh c\u00f4ng th\u1ebf: D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng. Nh\u1eefng ng\u01b0\u1eddi l\u00e0m vi\u1ec7c t\u1ea1i Starbucks \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o t\u1ed1t v\u00e0 r\u1ea5t th\u00e2n thi\u1ec7n \u0111i\u1ec1u l\u00e0 b\u1ea5t th\u01b0\u1eddng trong th\u1ebf gi\u1edbi c\u00f3 nh\u1ecbp \u0111\u1ed9 kh\u1ea9n tr\u01b0\u01a1ng v\u00e0 th\u01b0\u1eddng xuy\u00ean b\u1eadn r\u1ed9n n\u00e0y. N\u1ebfu b\u1ea1n \u0111i t\u1edbi b\u1ea5t k\u00ec hi\u1ec7u Starbucks n\u00e0o tr\u00ean c\u01a1 s\u1edf \u0111\u1ec1u \u0111\u1eb7n, b\u1ea1n s\u1ebd t\u1eadn h\u01b0\u1edfng th\u00eam c\u00e1c \u00edch l\u1ee3i ph\u1ee5 nh\u01b0 kh\u00f4ng ph\u1ea3i g\u1ecdi v\u00ec h\u1ecd nh\u1edb\u00a0 b\u1ea1n. Ngay khi t\u00f4i b\u01b0\u1edbc v\u00e0o trong hi\u1ec7u Starbuck g\u1ea7n Carnegie Mellon, h\u1ecd bi\u1ebft \u0111i\u1ec1u t\u00f4i c\u1ea7n v\u00ec h\u1ecd \u0111\u00f3n ch\u00e0o t\u00f4i v\u1edbi n\u1ee5 c\u01b0\u1eddi v\u00e0 h\u1ecfi: \u201cTh\u01b0a \u00f4ng V\u0169, v\u1eabn m\u00f3n \u0111\u00f3 ch\u1ee9?\u201d H\u00e8 n\u0103m ngo\u00e1i t\u00f4i d\u00e0nh m\u1ed9t th\u00e1ng gi\u1ea3ng d\u1ea1y \u1edf B\u1eafc Kinh v\u00e0 nh\u1eefng ng\u01b0\u1eddi l\u00e0m \u1edf hi\u1ec7u Starbucks \u1edf \u0111\u00f3 v\u1eabn nh\u1edb t\u00f4i v\u00e0 n\u00f3i c\u00f9ng \u0111i\u1ec1u. T\u00f4i c\u00f3 c\u00f9ng kinh nghi\u1ec7m khi t\u00f4i d\u1ea1y \u1edf H\u00e0n Qu\u1ed1c v\u00e0 Nh\u1eadt B\u1ea3n. \u0110\u00f3 l\u00e0 “ph\u00eda c\u00e1 nh\u00e2n” c\u1ee7a c\u00f4ng ti l\u1edbn n\u00e0y, \u0111i\u1ec1u gi\u1eef kh\u00e1ch h\u00e0ng quay l\u1ea1i. H\u1ecd hi\u1ec3u s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng. B\u00e2y gi\u1edd t\u00f4i hi\u1ec3u t\u1ea1i sao h\u1ecd th\u00e0nh c\u00f4ng. \u0110\u00f3 KH\u00d4NG ph\u1ea3i do c\u00e0 ph\u00ea c\u1ee7a h\u1ecd, \u0111\u00f3 KH\u00d4NG ph\u1ea3i do WIFI. KH\u00d4NG ph\u1ea3i do gi\u00e1 c\u1ee7a h\u1ecd, m\u00e0 \u0111\u00f3 l\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng H\u1ecd bi\u1ebft c\u00e1ch \u0111\u1ed1i x\u1eed v\u1edbi kh\u00e1ch h\u00e0ng nh\u01b0 ng\u01b0\u1eddi b\u1ea1n, \u0111i\u1ec1u l\u00e0m cho kh\u00e1ch h\u00e0ng quay l\u1ea1i.<\/p>\n

\u0110\u1ec3 kinh doanh b\u1ea5t k\u00ec ki\u1ec3u n\u00e0o n\u00e0o th\u00e0nh c\u00f4ng, b\u1ea1n ph\u1ea3i h\u1ecdc t\u1eeb Starbucks: C\u00f3 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t. T\u00f4i t\u1ef1 h\u1ecfi li\u1ec7u c\u00f4ng ti ph\u1ea7n m\u1ec1m c\u00f3 hi\u1ec3u b\u00e0i h\u1ecdc \u0111\u01a1n gi\u1ea3n n\u00e0y kh\u00f4ng.<\/p>\n

 <\/p>\n

—-English version—-<\/p>\n

 <\/p>\n

Lesson from Startbuck Coffee<\/p>\n

Seven years ago, when I taught in Beijing several students come to me with an unusual invitation: \u201cTeacher, we would like to take you to Starbucks it is opening the first store in Beijing now.\u201d At that time, Starbucks is new in China so having a coffee there is a special occasion. Today almost every town in China that I visit, there are several Starbuck stores even China is a tea drinking country.\u00a0Coffee shops are popular all over the world and there are thousand coffee shops in every country but why Starbucks is so successful?<\/p>\n

My friends in France said Starbucks coffee does not taste good as French coffee. When Starbucks opened their first store in Paris, the French considered it an insult to their culture and predicted no one would even go there and soon it will close. When I came to France few years ago, I saw Starbucks coffee shops everywhere with many people standing in line to buy coffee. My friend said: \u201cTheir coffee is still not good.\u201d But why the French is still going to Starbuck?<\/p>\n

Some people say Starbucks stores provide Wi-Fi where customers can bring laptop to surf the Internet while drinking coffee without paying anything extra. But is it the Wi-Fi that keeps people coming to Starbucks? There are many coffee shops providing Wi-Fi service too and competition is high but how Starbucks manages to stay on top? Of course, the company advertises that their coffee is consistent and tastes the same no matter where you are in the world. The Starbucks Company guarantees the same quality and consistency in every store, from Starbucks New York, Starbucks Paris to Starbucks Beijing, or Starbucks Tokyo, the taste is the same as they are using the same coffee, and the same machines. Many fast food stores like McDonald, KFC, and Pizza Hut etc. also have the same level of consistency all over the world. But is it consistency make Starbuck a preferred destination?<\/p>\n

From my view, Starbucks has one thing that makes it so successful: Customer service. People who work at Starbucks are well trained and very friendly which is unusual in this fast pace and often busy world. If you go to any Starbucks on a regular basis, you will enjoy additional benefits such as not having to order because they remember you. As soon as I walk in the Starbuck store near Carnegie Mellon, they know what I want as they greet me with a smile and ask: \u201cMr. Vu, the same thing?\u201d Last summer I spent a month teaching in Beijing and the people at Starbucks store there also remember me and said the same thing. I had the same experience when I taught in S. Korea and Japan. That is the \u201cPersonal side\u201d of this large company that keeps customers coming back. They understand customer satisfaction. Now I understand why they are successful. It is NOT their coffee, it is NOT their WIFI, It is NOT their price, but it is their customer service. They know how to treat customers like friends that make them keep coming back.<\/p>\n

For businesses of any type to succeed, you must learn from Starbucks: Having good customer service. I wonder if software companies understand this simple lesson.<\/p>\n","protected":false},"excerpt":{"rendered":"

B\u1ea9y n\u0103m tr\u01b0\u1edbc, khi t\u00f4i d\u1ea1y \u1edf B\u1eafc Kinh nhi\u1ec1u sinh vi\u00ean t\u1edbi t\u00f4i v\u1edbi m\u1ed9t l\u1eddi m\u1eddi b\u1ea5t th\u01b0\u1eddng: \u201cTh\u01b0a th\u1ea7y, ch\u00fang em mu\u1ed1n … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-450","post","type-post","status-publish","format-standard","hentry","category-nha-doanh-nghiep"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/450","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=450"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/450\/revisions"}],"predecessor-version":[{"id":451,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/450\/revisions\/451"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=450"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=450"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=450"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}