But, when a brand leans in heavy to customer experience as the cornerstone of their comeback story, it gives me all the warm and fuzzys. Chairman Emeritus Howard Schultz also articulated two years ago: "The stores require a maniacal focus on the customer experience, through the eyes of a merchant. Green Apron Service Puts 'Human' Back in the InteractionLook no further to Starbucks new customer experience initiative called "Green Apron Service," an approach that puts the customer first. That over everything, exceptional customer experience has the power to make the world a better place. Customer experience has always been about emotion, not egos.