Starbucks UK has partnered with STAMMA to introduce training designed to help baristas better support customers who stammer during everyday coffeehouse interactions.
More than 10,000 Starbucks baristas have already completed the programme, representing over half of the company’s approximately 18,000 baristas across the UK.
The training was developed with STAMMA, which represents more than half a million people in the UK who stammer, following work by the charity to highlight barriers people can experience during routine interactions in retail and hospitality.
STAMMA approached Starbucks because of the verbal interaction involved in its customer journey, including customers being asked to provide their name when ordering.
The training has been incorporated into Starbucks’ gamified learning platform for UK baristas.
Employees learn about stammering and how different approaches to conversation can help create a more supportive customer experience.
The programme also gives baristas scenarios in which they can put the training into practice, receiving feedback and guidance on their responses.
One area addressed by the training is the instinct to fill pauses during conversations, which can make interactions more difficult for some people who stammer.
STAMMA described the initiative as a first for the industry and is encouraging other hospitality and retail businesses to consider similar training and review how their customer processes accommodate people with speech differences.
Sara Williams, Director Partner Resources Organisation at Starbucks UK & EMEA, said: “Creating a welcoming environment for every customer starts with listening and learning. We worked with STAMMA to understand the real challenges people who stammer face in everyday interactions.
“I’m incredibly proud that, together, we’ve been able to turn that insight into practical training for our baristas across the UK.”
Jane Powell, CEO of STAMMA, said: “We are so proud of this piece of work, to have an iconic brand like Starbucks proactively providing training around stammering is a world first; until now stammering simply hasn’t been seen as a disability issue to take seriously.
“We’re delighted with the training which will have a real-world impact on customers who stammer.”
Lamu, a Starbucks UK barista, added: “The training has been really useful in helping me understand how to better support customers who stammer. Sometimes your instinct is to fill a pause in conversation, but that isn’t always helpful.
“It’s taught me to be more aware of how I engage with customers and how small changes can help make sure everyone feels comfortable and welcome in our coffeehouses.”
Starbucks said feedback since the rollout has been positive, with baristas reporting greater confidence in recognising and responding to the needs of customers who stammer.