Customer services management evaluation of Nespresso

Customer Services Management Evaluation

Agenda

• Organisation Brief

• Identified service problems

• Suggested improvements

• Expected results

• Questions

Organisation Brief

Nespresso’s core service is to enable anyone to create the perfect cup of espresso at home.

• Operations in more than 50 countries world-wide

• More than 7 000 employees

• Above £2,4 billions sales revenue for 2011

• Two distribution channels:– 270 Boutiques around the world– Web page

• Customer Relationship Call Center• On-line purchases

Identified Service Problems

• Web page– too “flashy” and “too much fluff”

– too heavy

– difficult to find information on

– no simplified version available

– high variance in different countries

Identified Service Problems

• Social media– Ignorance of negative comments & suggestions– Ignorance of questions on corporate intentions

• Service Recovery– passive approach– standartised– apology– no follow up– promotion of new products– rare compensation

Identified Service Problems

• Boutiques– high variance in customers’ perceptions of

service– longer than expected waiting times– “Pretentious” employees attitude

• Environmental/Ethical issues– aluminium capsules– strong relationship with Nestlé image

Suggested improvements

• Web page– Higher content quality (not only on Ecolaboration)

– Quicker to download

– Semi-standartised web pages world-wide

– Easier to use• better navigation • all-time present breadcrumb tail • all-time present search section

Suggested improvements

• Social Media– listen & reply to negative comments and suggestions– be a hub for customers to engage with the brand and

each other

• Service Recovery– pro-active approach– personalised– broader use of compensation

• Boutiques– front-line management training on leadership– reduce waiting times

Suggested improvements

• Environmental/Ethical issues– benchmark best practices for capsules collection– stimulate customers to collect capsules– Benchmark the AAA Sustainable Quality ™ Program to

Nestlé

Expected Results

• Increased Customer Satisfaction– better service at boutiques– easier access to information about

Nespresso’s products– improved experience on the web page

Expected Results

• Improved Brand Image– aluminium capsules disadvantage

overcome– strengthened authenticity of brand`s

devotion to ethical and environmentally friendly business

• Social Media as source of ideas and opportunities for growth and development