Smile... or else: 'Forced joy' is not a replacement for real joy

Starbucks and others are getting customer satisfaction all wrong

- BETH KOWITT

Starbucks baristas have a new job requirement. In addition to remembering to make your latte with no foam, they must also write a little missive on your cup, as per a directive straight from CEO Brian Niccol, who says handwritten notes foster "moments of connection"—part of his strategy to get more customers into stores to turn around the faltering coffee-chain giant.

In a memo sent out in January detailing the plan, he shared ideas for those not sure what to say. They could scribble an affirmation ("you're amazing"), share well wishes ("seize the day") or simply write a customer's name or draw a smiley face.

The underlying message to employees is this: It's not enough to manufacture a product for customers; they must also manufacture a feeling. And if Niccol can't motivate workers to do so organically, he'll decree it by edict.