Being a Starbucks Zealot, I was excited to get an email the other day from the company to its Gold card holders.   The headline was “What’s behind our new Artisan pairings.”  The email continued.  “Because you are one of our best customers, we thought you might like to have a behind-the-scenes look at how they came to be.”  Well, yes and yes.   I was interested.

I proceeded to get not one inside tidbit.  Nothing to share, no story to regale, no insider juicy detail.  What I got was classic sales copy drivel: “Great-tasting, wholesome” and “delicious pairings you can look forward to” were among those behind-the-scenes tidbits.

Huh?  What happened? Remember me, your zealot?

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Guest Relations Marketing
Transforming Prospects to Guests, and Guests to Zealots.

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