The Starbucks Experience - Part Two

Principle # 2 - Everything Matters

Back to business. Starbuck's second guiding principle says that "everything matters." Starbucks, like Disney, is so committed to creating an experience once you enter a store that they pay attention to every small detail that could have an effect on someone's experience. Starbucks leaders understand that their successful ship can go down if they fail to take care of both the "below-deck" (unseen aspects) and "above-deck"(customer-facing) components of the customer experience. As unfair as it may seem, in the world of business everything and everyone matters. A small detail is generally the difference between success and failure. Failure or a neglect to details may cause displeasure which will cause customers to find someplace else to take their business.

The same thoughts apply to fraternities. Everything and everyone matters. Well, if you want to be a great chapter it does. If you don't want to be a great chapter, you'll blow off the following things that some say don't matter:

1) The chapter's bylaws

2) The historian position

3) Officer Transitions

4) Attendance at chapter meetings or events

5) A positive relationship with your Greek advisor

6) Trying to help that guy in the chapter whose BAC is generally higher than his GPA.

7) Periodically notifying your alumni base and GHQ with the chapter's recent successes.

8) The chaplain's position

9) Common ettiquette at dinners or in everyday circumstances when guests are present.

10) Ritual

The book also goes on to talk about the quality of Starbuck's product. Their product is not only the coffee, but the facility, the furniture, the music, the lights, the retail merchandise, their employees, and their food. The experience can be ruined if their coffee is cold, if the building is not shaped in a way condusive to meetings, if the furniture is not comfortable for doing homework, if the music is too loud or includes profane language, if the lights are too low or too bright, if their employees are not well-trained, or if their food does not rotate after a certain period of time. Their belief - You can never cut corners on quality because there is no way to hide poor quality. Any of these sound familiar.

1. This guy has a 2.3 GPA, but we'll take him cause he's a good guy.

2. Let's just send out this alumni newsletter via email, because it's easier and it will cost less.

3. We're having an "unofficial" meeting tonight, so we don't need to do Ritual.

4. We don't need to create a budget, but we do need to charge less than everyone else. (If you ever have someone saying that you should charge the least dues of any fraternity on campus, tell them to go buy two blenders (or any household appliance); the cheapest one you can buy and one that is middle of the road priced; see how long they last) Comprende?

5. Let's bid that guy because he's "social." Can't pay dues, get's horrible grades, won't show up to anything but a social event.

Everything matters... People will recognize those important details that you fail to recognize yourself.