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Thursday, March 20, 2008

Starbucks adopts IdeaStorm concept

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The Dell IdeaStorm was a revolutionary concept in customer relations. The idea was simple: Take the concept of Digg, tweak it a bit here and there, and unleash it so customers and employees can submit ideas. Anyone can then comment on any idea and vote to either promote or demote it. Those that rose to the top are then moved into action. To date, nearly 9,000 ideas have been submitted, attracting almost 69,000 comments. The ideas have been promoted almost 614,000 times. Some of the current top-promoted ideas include offering computers with no extra software and standardizing power cables for all laptops.

The IdeaStorm concept is so good I wondered when we would see other companies adopt it. That question was answered yesterday when Starbucks unveiled its version, a nearly identical site called “My Starbucks Idea.” Here’s the main functions of the Dell IdeaStorm site:

And here’s the same functionality at My Starbucks Idea:

Which is not to accuse Starbucks of ripping off a Dell property, but rather to praise them for adopting a good idea. Knowing some of the folks at Dell, I’m sure they’re feeling flattered that the concept they initiated is gaining traction.

The launch of My Starbucks Idea comes as Starbucks is struggling as a population facing recession tightens its belt, which for many means foregoing a four-dollar coffee in favor of a one-dollar cup of joe. The site was introduced at its shareholders meeting yesterday, along with several other initiatives—such as a coffee blend to be ground fresh in stores, loyalty cards, French-press coffee and a bolstered green message—all of which follows a highly-publicized three-hour shutdown for store personnel training designed to bring consistency and high quality back to the company’s many, ubiquitous locations.

One improvement Starbucks could make to the site—which would also emulate the approach Dell has taken—is to highlight the ideas that have been submitted on the home page rather than make someone click a link that reads, “Check out the latest ideas now!” (Not to mention, I’m sick of people online telling me to “check out” anything at all.) Still the ideas submitted so far—after only a day—have merit. Free wireless Internet (already available at some of Starbucks’ competitors), coffee classes for those interested in learning more about the drink, and a free coffee on your birthday are among the early entries earning points and attracting comments.

Two companies using the IdeaStorm concept certainly doesn’t make this a movement, but it does represent a doubling of the number of companies employing the model. I suspect now it won’t be too long before it doubles again. For communicators working in companies trying to bolster customer relations and improve innovation, it’s a concept worth taking to management.