Chapter 9
Teamwork and Team
Performance
STARBUCKS OVERVIEW
Began in Seattle, WA in 1971
 Today there are more than 15,000 stores in 50
different countries

STARBUCKS COMPANY MISSION
“Our mission: to inspire and nurture the human
spirit – one person, one cup and one
neighborhood at a time.”
Coffee
 Partners
 Customers
 Stores
 Neighborhood
 Shareholders


Topics
Video goes here
oTeams,
Teamwork, and
Creating a High
Performing Team
oTask
and Maintenance
Leadership Includes:
oDistributed
oTask
leadership
activities
oMaintenance
oHow
Activities
to lead groups and
teams
oNorms
oTeam
Cohesiveness
What are teams?
A small group of people with complementary skills
who work actively together to achieve a common
purpose.
Starbucks team members are a team because each
member is essential for the functions of
Starbucks everyday tasks.
TEAMWORK
What is teamwork?
Teamwork occurs when group members work
together in ways that use their skills effectively
to accomplish a purpose
Teams add value to the work processes because
working as a team can be more efficient than
working alone.
HOW TO CREATE A HIGH PERFORMING TEAM







Create a sense of urgency
Make sure members have the right
skills
As a leader, model expected
behaviors
Find ways to create early “successes.”
Continually introduce new
information
Have members spend time together
Give positive feedback
CREATING A HIGH PERFORMING TEAM
STARBUCKS EXAMPLES


Make sure members have the right skills
Starbucks philosophy: “Leave no one behind” 24
hours of in store-training about coffee, how to
meet, greet and serve customers.
Employees are called "partners" and after
employees are hired, they are given more
training and knowledge of how to be a part of
Starbuck's team.
CREATING A HIGH PERFORMING TEAM
STARBUCKS EXAMPLES

Create a sense of urgency
Employees have a right to participate in revising
company policies as well as a manager.
Each staff thinks that they also play an
important role in company operating, and they
can join to work out a direction of Starbucks.
These give employees not only respect, but a
sense of participation.
TEAM BUILDING


What is Team Building?
planned activities designed to improve teamwork
and increase group effectiveness
HOW TEAM BUILDING WORKS

1. Problem or opportunity in team effectiveness


Making each team member feel like they are a part of
a family, and not just a number
2. Data gathering and analysis

Starbucks discovered that their employees worked
harder when they felt valued.
HOW TEAM BUILDING WORKS (CONT.)

3. Planning for team improvements


4. Actions to improve team functioning


24 hours of training in the first 80 hours of
employment.
Forum
5. Evaluation of results

Employee turnover is around 60%
APPROACHES TO TEAM BUILDING


Periodic meetings that implement the teambuilding steps
Team members commit themselves to
continuously monitoring group development and
accomplishments and making the day-to-day
changes needed to ensure team effectiveness

Equal Treatment
TASK AND
M AINTENANCE
L EADERSHIP
DISTRIBUTED LEADERSHIP

This is Brian’s slide
TASK ACTIVITIES
Directly contribute to the performance of
important task.
 Leaders at Starbucks have provided a structure
that allows partners to infuse themselves into
their work, so that they can inspire customers in
legendary ways. The leaders call this the “Five
Ways of Being”

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Be welcoming
Be genuine
Be considerate
Be knowledgeable
Be involved
TASK ACTIVITIES INCLUDE:
FIVE WAYS OF BEING

Be welcoming


Be genuine


At Starbucks, “being welcoming” is an essential way
to get the customer’s visit off to a positive start.
At Starbucks, being genuine means to “connect,
discover, and respond.”
Be considerate

Starbucks leadership challenges partners to be
considerate of needs on a global level and staff
members.
FIVE WAYS OF BEING- CONT.

Be knowledgeable

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When Starbucks leaders ask partners to “be
knowledgeable,” they are encouraging employees to
“love what they do and share it with others.”
Be involved

From the perspective of Starbucks leadership, being
involved means active participation “in the store, in
the company, and in the community.”
MAINTENANCE ACTIVITIES

Support the emotional life of team as an ongoing
social system.
MAINTENANCE ACTIVITIES (FIVE WAYS
OF BEING)

Be welcoming

What’s in the Name?
Welcoming people by name and remembering them
from visit to visit is a small thing, but it counts.
MAINTENANCE ACTIVITIES (FIVE WAYS OF
BEING)

Be genuine

Expectations and Service: Connect
Legendary service comes from a genuine desire and
effort to exceed what the customer expects.

Discover
Starbucks understands that discovery is essential to
developing a unique and genuine bond.

Respond
Starbucks partners are trained not just to listen to
their customers, but to take action immediately
based on what they hear, and to learn from these
experiences for future customer interactions.
MAINTENANCE ACTIVITIES (FIVE WAYS
OF BEING)

Be considerate

Looking within
Considerate actions taken by leadership can serve to
encourage thoughtful and respectful behavior among
staff members.
MAINTENANCE ACTIVITIES (FIVE WAYS OF
BEING)

Be knowledgeable

Formal training
At Starbucks, all partners are encouraged to develop
knowledge of coffee that can lead to personal insights
for customers.
MAINTENANCE ACTIVITIES (FIVE WAYS OF
BEING)

Be involved

Involvement in the Store
One of the best ways to become involved is to look
around the office or store for clues on how to make
the customer experiences and the business better.

Involvement in the Business
Starbucks management makes a point of listening
and responding to the ideas and suggestions of
partners.
HOW TO LEAD GROUPS AND TEAMS

This is Brian’s slide
NORMS

Ethics norms

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“Starbucks empowers all partners to make decisions
that impact our reputation….acting ethically in all
situations”.
Organizational and personal pride norms

Starbucks is the most progressive employers in the
U.S.
NORMS (CONT.)

High-achievement norms


Starbucks has become the number one specialty
coffee retailer.
Support and helpfulness norms

“Leave no one behind” Policy
NORMS (CONT.)

Improvement and change norms

Starbucks has worked to make things more efficient
for their employees
TEAM COHESIVENESS
TEAM COHESIVENESS
Starbucks is Highly Cohesive
 Partners value their position in Starbucks
 Strive to maintain positive relationships with
other group members
 Work in small teams
 Partners are energetic and enthusiastic
 Less likely to be absent
 Proud about success and sad about failures
 Low turnover
 65% among employees; 25% among managers
 Loyal and feel secure
CONCLUSION- QUESTION FOR THE CLASS


Based on experience, has anyone noticed if
Starbucks team members actually work as a
team?
If so, have they seem to follow any of the topics
we covered today?
REFERENCES
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Teams & Teams work
www.usatoday.com/money/smallbusiness/ask/2002/05-20teamwork.htm
 www.freeonlineresearchpapers.com/starbucks-case-study


Task Activities & Maintenance Activities
http://www.slideshare.net/happysammy/the-starbucks-experience
 http://www.innovativehealthcarespeakers.com/JosephMichelliArticleT
heStarbucksExperience.pdf
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Norms
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http://assets.starbucks.com/assets/sobc-fy09-eng.pdf
http://news.starbucks.com/article_display.cfm?article_id=225
http://www.entrepreneur.com/growyourbusiness/radicalsandvisionarie
s/article197692.html
http://www.workforce.com/section/benefitscompensation/feature/starbucks-is-pleasing-employees-pouringprofits/
http://www.ebizq.net/blogs/nari/2009/08/starbucks_lean_process_impr
ove.php
REFERENCES

How Team Building Works

http://www.inc.com/magazine/19980701/968.html