Abstract：The legend of Starbucks’ hyper growth is amazing the world. The secret of its hyper growth is an extra ingredient added in its coffee—the milk of human kindness. Nowadays, this value named Customer Care is stimulating huge invisible asset for Starbucks.
In this study, author set the object of study and direction based on her own experiment. Through analysis the internal material and official questionnaire, we found out that the diversified customer care of Starbucks, and which could be catalogued into two main kinds. The hard customer care and soft customer care both included many other detail expressions. Compared with the diversified customer care of Starbucks, Chinese enterprises have a poor performance. We hope that this study will shed some insight on the customer care of China.
Keyword: customer care; Starbucks; diversified; generalization
摘要：星巴克传奇性的飞速发展让全球瞩目。星巴克崛起之谜在于添加在咖啡豆中的一种特殊的配料：人情味儿。如今，这一特殊的配方有一个新的名字——顾客关怀，顾客关怀已经成为星巴克巨大的无形品牌资产。本文作者以亲身经历，述说星巴克顾客关怀的方方面面，揭示顾客关怀对星巴克的巨大影响。
在本次探讨中，作者根据自身经历，设定本次研究对象和方向。通过内部资料和官方调查问卷的分析，我们发现：星巴克的顾客关怀非常多样化，按照整体的归类，可分为：软性顾客关怀和硬性顾客关怀，其中又包含各种具体表现。对照星巴克顾客关怀的多样化，中国企业的整体表现较差，我们希望通过分析归纳，给予企业一些建议，以改善顾客关怀。
关键词：顾客关怀；星巴克；多样化；推广性
