Personal messages may have been the Starbucks Rewards of the past, it boosted “relatedness” by making the customer feeling unique and personally valued when the barista wrote special message only to selected customers. This made some customers go back to “his/her” Starbucks because they felt special in that specific store. Their identity may have been tied to having earnt the “special customer” status.
So, on top of this posts arguments, I would say having messages for everyone means special status for no one which means reduced “relatedness”.
Also, if everytime I go to a Starbucks I receive the message, then the WOW effect will quickly fade away. The message would become part of the base expectation.
Personal messages may have been the Starbucks Rewards of the past, it boosted “relatedness” by making the customer feeling unique and personally valued when the barista wrote special message only to selected customers. This made some customers go back to “his/her” Starbucks because they felt special in that specific store. Their identity may have been tied to having earnt the “special customer” status.
So, on top of this posts arguments, I would say having messages for everyone means special status for no one which means reduced “relatedness”.
Also, if everytime I go to a Starbucks I receive the message, then the WOW effect will quickly fade away. The message would become part of the base expectation.
Completely agree!