I have just had an email from Starbucks telling me how they would like to get to know me, and want to get personal with customers by referring to them by name rather than the type of drink purchased. It seems like a nice idea to me, and will potentially add to one of the reasons they tend to be my coffee shop of choice - the friendliness of the staff. In terms of customer relationship marketing, linked in with the Starbucks card it could help to enhance the feel of the relationship.
However, isn't it just doing what a good business would do - recognising its customers as individuals and treating them as such, with a personal touch?
You can see the launch advert for the initiative here - Starbucks - Introduce Yourself