So there I was, slowly sipping and enjoying my first cup of coffee of the day and reading the newspaper when my eyes fell on an article about a memo Starbucks Corp. Chairman, Howard Schultz, wrote to company executives. In the memo, Schultz questioned whether the companies continuing quest for rapid growth (now 13,000+ stores with a well publicized global goal of 40,000) and efficiencies has diluted the “Starbucks Experience.” Among the efficiencies cited include automatic espresso machines which speed beverage delivery compared to the personal ritual of baristas pulling shots by hand and using fresh roasted bagged coffee instead of hand-grinding beans in front of customers, substantially lessening the aroma “experience.”

I had another sip of hot steaming coffee while considering the import of this article and how it impacts all businesses. Here is the CEO of one of the most successful, iconic businesses of the last few decades worrying whether some key elements of their success is being eroded even though their results on paper are stunning (profits up 18% and sales up 22% in the past year). If he is worried while showing results like that then one would assume that most of the rest of businesspeople must be positively going crazy with angst about the quality of their “experience” and whether their brands are in danger of becoming commodities. But I don’t see that happening.

For the most part, unless companies are in deep trouble, I see most businesspeople going about their work pretty satisfied with their level of their success. Most of the angst I see is among executives at very good companies with a hunger to be great, with a hunger to have explosive, sustainable growth. Those are the people who are really concerned with the customer experience at their place. It is those hungry, aggressive businesspeople who are out to continually improve every facet of their business, from “customer experience” to “sourcing” to “back-office management.”

My coffee had cooled so I made another pot and made a note to ask you to consider the “customer experience” at your place and whether it is as rich and full-bodied as hand-ground coffee beans.

Larry Galler advises executives, professionals, and businesses to extraordinary achievement. Email Larry on larry@larrygaller.com More information available at www.larrygaller.com