Your name. Companies are always using it in emails, letters and 'personalised' marketing. Funny that they pretend to know you so well through their communications - but forget all about that face to face.
Starbucks UK has changed that.
Today they made the coffeehouse experience personal, by introducing themselves and asking customers to share their name.
It makes for a very friendly welcome - and delivers against their promise to make your coffee just the way you like it. The staff have even signed this promise on the point of sale banner - a lovely touch.
First people to hear about this were My Starbucks Rewards cardholders, in a special preview email and mail pack. They're used to being treated as special, and individual, so it's great to see this being reflected in the store experience.
Because now, just as in our My Starbucks Rewards communications, customers will be called by the name their folks gave them. Much nicer than being called Skinny Mocha. Or worse, a Venti Full Fat With Extra Cream.
So go in and say 'hello'. Introduce yourself. And why not sign up for My Starbucks Rewards while you're there? We'll treat you like a real person. Not a data field.
But not together