What does Starbucks customer base look like today?

• Are some of its customers different from the ones who made up Starbucks original target market? In what ways are they different?

• Do the different segments define customer service the same way?

• How does Starbucks acquire customers today? What determines whether customers return to Starbucks and become regular customers? Does the behavior of one type of customer affect the experience of another?

• What determines the profitability of a customer? Should Starbucks simply focus on delighting its most profitable customers? What other benefits do the various customer segments bring to the brand?