By studying customer behavior, The Coffee Bean and Tea Leaf noticed the impact its baristas and brew crew had on building customer relationships and improving loyalty. Leveraging this insight, the brand is focusing their personalization efforts at the store-level.
As part of this focus, The Coffee Bean and Tea Leaf recently launched their newest customer loyalty initiative — Discovery Pass. The program helps new Coffee Bean Rewards members try more menu products with discounts spread over the course of a month, helping local store barista and brew crew recommendations go further.
Mark Johnson, CEO of Loyalty360, spoke with Daniella Voysey Olson, Head of Marketing for the Americas, The Coffee Bean and Tea Leaf, about the brand’s customer loyalty efforts, its recent Discovery Pass initiative, and how it empowers in-store employees to build customer relationships.