Starbucks remains one of the more generous and outreaching organisations. They give free beverages in return for donations, and give free samples of new drinks. The increased customer engagement and improved customer perception is priceless in return for a negligible proportion of costs and lost income. Companies need to learn to do this: Lighten up, loosen up, and be prepared to spend a little to invest in customer loyalty that can go a long way. Look, they even won over a CBTL die-hard like me.
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