In my role as CMO for Level 3, I’m in a great position to feed my interest in both brand and technology management. Starbucks is one of those brands that you can’t help but take notice of, not only for their success but also because they “get” that the experience they create for their customers is one of their differentiators. That experience is so much more than coffee drinks made the way you like; a lot of folks can whip up a good double-shot skinny latte. It’s the ambiance, the comfort found in the aroma of ground and brewing beans, the hum of conversation, and being in the company of people who call their favorite shop “home away from home” or “my remote office.”
Which brings me to the point of this post. Level 3 recently announced that we are bringing managed Wi-Fi to Starbucks, enabling connectivity that’s as much as 10X faster than what is in the stores today. Over the next 18 months, we’ll bring this solution to Starbucks’ nearly 7,000 (and growing) company-operated stores in the U.S.
Starbucks knows that always on, fast, free Wi-Fi connectivity is part of what their customers value – whether they’re tweeting, collaborating on documents in the cloud, or launching a startup – and Level 3 is excited to help make that experience even stronger.
This is but one case demonstrating how technology can enhance customer experience and help improve business operations. And, it’s a textbook example of how evolving the brand helps market leaders maintain their advantage. You can’t rest on your laurels. You need to take that “customer-first mentality” to everything you do, which is part of why we’re proud to be working on this project with Starbucks.
So, over the next year or so when you’re in “your” Starbucks, think about the Internet connection. Faster than ever? If so, you know that our local team has migrated connectivity to Level 3’s global network. If not, just wait. Your remote office is soon to be more connected. In the meantime, drink in the experience.
To learn more, read our Q&A about our collaboration with Starbucks.