Describe the ideal Starbucks customer from a profitability standpoint using the information from Exhibit 9. How valuable is a highly satisfied customer to Starbucks (versus the satisfied and unsatisfied customer groups)? You should calculate: 1) the difference between the yearly revenue provided by each group; 2) the average customer life revenue provided by each group; and, 3) the difference between the customer life revenue provided by each group.

	Unsatified Customers	Satisfied Customers	Highly Satisfied Customers
Number of Starbucks Visits/Month	3.9	4.3	7.2
Average Ticket Size/Visit	$3.88	$4.06	$4.42
Average Customer Life (years)	1.1	4.4	8.3