customer services management evaluation of nespresso
DESCRIPTION
The purpose of this presentation is to define, determine and outline the service/quality problems of Nestlé Nespresso SA, followed by solutions provided for the problems and the issues highlighted earlier with specific focus on digital dimensions of the service delivery.TRANSCRIPT
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Customer Services Management Evaluation
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Agenda
• Organisation Brief
• Identified service problems
• Suggested improvements
• Expected results
• Questions
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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
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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
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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
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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
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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
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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
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Suggested improvements
• Environmental/Ethical issues– benchmark best practices for capsules collection– stimulate customers to collect capsules– Benchmark the AAA Sustainable Quality ™ Program to
Nestlé
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Expected Results
• Increased Customer Satisfaction– better service at boutiques– easier access to information about
Nespresso’s products– improved experience on the web page
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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
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