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Professors Examine Customer Reactions To Starbucks Program Changes

  • Fortune, Sunday, January 29, 2023 2:30 PM
Customers who were enraged when Starbucks changed its customer loyalty program missed the tweaks that are actually to their benefit.  "The change that received the most attention was that the cost of a cup of plain hot coffee or tea would double from 50 stars to 100," per Fortune. "At first glance, Starbucks’ modification to its rewards program might be perceived as bad for consumers. But there is more to this change than meets the eye. What went less noticed is that the company is also lowering the price to get a free iced coffee or tea from 150 points to 100."

Read the whole story at Fortune »

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