Case study

It took years of hard work to build a brand, it takes a second to destroy it.

https://boingboing.net/2016/04/07/teavana-tea-cheats-you-twice.html

I sincerely hope both Teavana and Starbucks have noticed this complaint and provided a good solution to that customer in time.  Because customers who are willing to expose problems are great resource for future improvement.  Besides, it is sad to see the downfall of a good name. However from this story, I think there are few critical things worth for our attention as well:

  1. The measurement of tea quantity per consumption 

Each tea has its unique weight density because of 1) quality 2) processing.  For Example with 1 teaspoon, you probably will get :

  • +/- 2.1-2.5g of black tea (Sri Lanka) in CDC quality
  • +/- 4.0-4.5g of Oolong tea (Taiwan Four Season)
  • +/- 1.3- 1.5g of Green Tea (China Lung Jing)

Let’s not to forget there are different sizes of teaspoon and soupspoon, so it can be very confusing if you only gave the instruction based on ‘spoon’.

2. It is very important to provide more information to consumers of how to brew tea with loose leaves in accordance to their taste preference.

3. It is very important to communicate with clients that “Tea is an argicultural nature product that it is hard to have an ‘uniform flavour and taste’ every year”.

4. Business ethics issue happens everywhere in the world.  Honesty always is the quickest and fastest problem preventing and solving solution.

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