The Starbucks Rewards program grew 0.5 % quarter over quarter to 35.8 million active U.S. members. “We're creating experiences people are excited about, turning engagement into rituals and deepening customer connection that fuels long-term growth.” “Starbucks' mission was built on a simple belief, an extraordinary cup of coffee, human connection and a great customer experience matter.” “When we get it right, customers feel it in their experience,” Niccol said. We become the place where people connect and the gold standard for customer service.