June 5, 2008
Free WiFi Anyone?
When do you need to change your customer experience? Dr. Michelli offers insights based on a recent customer experience change at Starbucks.
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Travis said,
June 10, 2008 @ 9:00 am
Also to note. If you are a current AT&T Laptop Connect customer, you get access to all of the Starbucks WiFi hotspots with no time limit or need to use a Starbucks card. This really makes a strong case for the AT&T plan since there are so many Starbucks out there and the data used in the Starbucks does not go against the Laptop Connect data plan.
However, in my opinion this, this is really the only reason that would bring me into a Starbucks to use the WiFi. The move to make WiFi roughly the cost of drink (that you are there to get anyway) over the $9.95 is a giant leap, but its still not free and its not as easy as free. Assuming I don’t have an AT&T Laptop Connect plan, I would need to 1)create an account 2)put money on my Starbucks card 3)make sure to use it every 30 days only to be limited to 2 hours work of internet per day.
On the flip side, if I walk into a Panera, I turn on my laptop, connect to thier access point and go. Panera is taking the risk that I might not buy something. However, by not limiting me to 2 hours they increase their chances that I may stay longer and potentially have more than just a coffee there. I may even end up having lunch or another bagel.
Starbucks limits my internet time, thus limiting my time in their store, which directly correlates to my total spend being less. Free WiFi is the way to go for any business and when a cup of coffee costs the customer 4 bucks, it should just be part of the package, no hoops should have to be jumped through to get it.
Travis said,
June 10, 2008 @ 9:04 am
I should also note that I do get the fact that a 2 hour cap at Starbucks will keep flow in the store so that I am not just sitting there all day mooching off of my initial coffee purchase and getting refills. Where as the Panera model could cause a loss of business by a user taking up a table all day long.