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#134 "It's Not About the Coffee": A Starbucks President's Recipe for Delighting Customers with CX

The Delighted Customers Podcast with Mark Slatin

Release Date: 05/08/2025

#162 Compassionomics in Action: Measurable Impact for Business Leaders and Healthcare alike show art #162 Compassionomics in Action: Measurable Impact for Business Leaders and Healthcare alike

The Delighted Customers Podcast with Mark Slatin

What if just 40 seconds of genuine compassion could tangibly lower a cancer patient’s anxiety—and what if this “wonder drug” holds the key not just for healthcare, but for every leader who wants to create more fulfilling workplaces and customer experiences? The impact of this question is profound. On this episode of the Delighted Customers podcast, I sat down with Dr. Stephen Trzeciak (“Dr. T”), whose groundbreaking research proves that compassion isn’t just good for our conscience—it’s scientifically measurable, essential, and transformative for both the receiver and the...

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#161 Navigating the Post-Truth Era: Building Brand Trust with Emotional Inquiry show art #161 Navigating the Post-Truth Era: Building Brand Trust with Emotional Inquiry

The Delighted Customers Podcast with Mark Slatin

Is it really possible to build trust with customers in a business landscape overflowing with misinformation and emotional volatility? That burning question is at the heart of my conversation with Michael Forsberg, Director of Client Experience at BrandTrust. In an era many call "post-truth," business leaders face steep challenges in distinguishing what's real from what's noise—especially when it comes to understanding their customers' motivations. Michael’s work focuses on uncovering the human truths and emotions driving decisions across industries from tech to healthcare to financial...

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#160 Rethinking Valuation: Why Customer Metrics Matter More show art #160 Rethinking Valuation: Why Customer Metrics Matter More

The Delighted Customers Podcast with Mark Slatin

What if the financial metrics you rely on to measure your company’s success are actually steering you away from long-term customer loyalty and sustainable growth? In our latest episode of the Delighted Customers podcast, live from Harvard Business School, I dive into this burning question with Rob Markey, professor at Harvard and seasoned veteran at Bain. Rob challenges the conventional wisdom around company valuation, urging us to look beyond the income statement and balance sheet, and instead, consider the real engine driving revenue—our customers. The impact of this discussion is...

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#159 The Serial Fixer Trap: Boundaries, Burnout, and Better Leadership show art #159 The Serial Fixer Trap: Boundaries, Burnout, and Better Leadership

The Delighted Customers Podcast with Mark Slatin

Are you unknowingly sabotaging your own well-being at work—and at home—by trying to fix everyone else's problems? So many of us find purpose and validation in helping, supporting, and “solving” for others. But what happens when that good intention tips into burnout, resentment, and codependent relationships? In this episode, I dig into the hidden costs of being a “serial fixer” with my guest Leah Marone, whose new book offers a powerful wakeup call for leaders, parents, and anyone in a people-focused role. Leah shines a light on why constant fixing and over-helping backfire, both...

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#158 The Art of Communication: Delivering Difficult News with Compassion show art #158 The Art of Communication: Delivering Difficult News with Compassion

The Delighted Customers Podcast with Mark Slatin

Is it possible to deliver life-changing news—with compassion—without sacrificing precious time or the physician’s own well-being? It’s a burning question for healthcare professionals everywhere, and the impact of getting it right goes far beyond the exam room. Not only does compassionate communication ease patient anxiety and foster loyalty, but it also drives better outcomes, even in the face of a system that pressures doctors to prioritize speed and productivity (those infamous RVUs!). As the demands on clinicians mount, many struggle with “compassion fatigue,” and patients...

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#157 The Anxious Generation show art #157 The Anxious Generation

The Delighted Customers Podcast with Mark Slatin

What happens to innovation, team dynamics, and trust in organizations when a significant portion of employees are emotionally fragile, risk-averse, and struggle with interpersonal interactions? In this episode of the Delighted Customers podcast, I dive into the profound impact of generational shifts on workplace culture, leadership, and customer experience. Drawing insight from the best-selling book, The Anxious Generation by Jonathan Haidt, my guest Charlie Green and I explore how Gen Z—shaped by overprotective parenting, the rise of social media, and the isolating effects of Covid—are...

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#156 Turning Data Into CX Impact: Storytelling That Sticks show art #156 Turning Data Into CX Impact: Storytelling That Sticks

The Delighted Customers Podcast with Mark Slatin

What’s stopping CX leaders from turning mountains of customer data into executive-ready stories that prompt real change? In this episode, we dig deep into one of the most urgent—and often overlooked—challenges for customer experience (CX) teams: crafting compelling, actionable narratives from all that customer insight. Data is everywhere, but too often the dots just don’t get connected in a way that the C-suite cares about. The difference between a statistic and a strategic priority? It’s all in the storytelling. In my conversation with Ania Rodriguez, CEO of JourneyTrack, we...

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#155 The Evolving State of Customer Experience: Insights and Future Trends show art #155 The Evolving State of Customer Experience: Insights and Future Trends

The Delighted Customers Podcast with Mark Slatin

What happens when a profession built on human insight faces a tidal wave of change—from evolving business demands to the rise of AI? How do CX leaders stay relevant and drive meaningful results in this new landscape? This episode digs deep into the shifting world of customer experience (CX) with Greg Melia, CEO of the Customer Experience Professionals Association (CXPA). I bring Greg back to the show because he sits at the epicenter of the profession’s evolution, witnessing firsthand how CX is growing up—no longer a scrappy teenager, but a vital contributor to business outcomes. The...

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#154 How Political Extremes Shape Customer Loyalty and Brand Evangelism show art #154 How Political Extremes Shape Customer Loyalty and Brand Evangelism

The Delighted Customers Podcast with Mark Slatin

What drives customers to cling fiercely to a brand, even when it means paying more or overlooking problems others wouldn’t forgive? Is our political identity quietly fueling a new kind of “super loyalty” that’s transforming customer behavior, for better or worse? In this episode of the Delighted Customers podcast, I dive into these burning questions with my returning guest, Dr. Forrest Morgeson, associate professor, researcher, and interim chairperson of the Marketing Department at Michigan State University's Eli Broad College of Business. Forrest, drawing on a unique blend of academic...

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#153 Navigating Crisis with Integrity: Strategies for Building Trust in Customer Experience show art #153 Navigating Crisis with Integrity: Strategies for Building Trust in Customer Experience

The Delighted Customers Podcast with Mark Slatin

What happens when your company’s reputation—and your customers’ trust—hangs by a thread? Are you ready for a moment when a crisis isn’t just possible, but inevitable? In this episode, I dive deep into one of the most critical topics for today’s leaders: how strategy, communication, and integrity intersect to protect (and sometimes rebuild) your organization's trust in the face of crisis. When everything is on the line, understanding this intersection isn’t just important—it’s essential. The choices you make, and how you communicate them, can mean the difference between...

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"It's Not About the Coffee": A Starbucks President's Recipe for Delighting Customers with CX

 

Join us for an insightful conversation with Howard Behar, a pivotal figure in Starbucks' legendary growth. As the President of Starbucks North America and the founding President of Starbucks International for 21 years, Howard participated in the company's expansion from just 28 stores to over 15,000. He also served on the Starbucks board of directors for 12 years before retiring. He's also authored two books on leadership titled "It's not about the Coffee" and "The Magic Cup," book titles that encapsulate his core philosophy.
 
In this episode, Howard tackles a fundamental challenge faced by rapidly growing businesses: How do you scale operations from a small number of locations to a global empire while preserving the deeply personal customer experience that made you successful? Howard argues that the answer lies not just in the product, but in a relentless focus on people – both employees and customers – understanding that Starbucks was always "in the people business serving coffee, not the coffee business serving people".
 
Listen in as Howard shares firsthand how this philosophy drove extraordinary growth and answers critical questions, including:
How did the philosophy "we're in the people business serving coffee, not the coffee business serving people" shape Starbucks' approach to customer experience?
How did Starbucks manage its rapid expansion from 28 stores to over 15,000 while maintaining a consistent, personal customer experience?
How did leadership make decisions about investing in initiatives and supporting teams, particularly when facing the challenge of proving the ROI of customer experience?
 
Discover actionable insights on servant leadership, empowering employees, the power of listening, and taking calculated risks to build a truly people-centric organization that delights customers and achieves remarkable growth.
 
Don’t miss this eye-opening conversation with Greg Kihlstrom! Listen and subscribe to the Delighted Customers podcast on Apple Podcasts and Spotify, or find us on your favorite podcast platform
 
Meet Howard
 
Howard Behar's extensive career spans over 50 years in consumer-oriented businesses.
 
He served at Starbucks Coffee for 21 years, retiring after participating in the company's growth from 28 stores to over 15,000 across five continents.
 
He held pivotal leadership roles as President of Starbucks North America and the founding President of Starbucks International.
 
Howard also served on the Starbucks board of directors for 12 years before retiring.
 
He is the author of two books on leadership.
Books by Howard Behar:
 
  • It's not about the Coffee
  • The Magic Cup
 
Show Notes and References:
 
Howard Behar has agreed to share his personal mission statement document for inclusion in the show notes. 
 
Connect with Howard Behar (Generously Provided by Howard):
 
- Cell Phone: 206-972-7776 (Call or Text - he will get back to you)
 
- Email: hb@howardbehar.com