Customer Experience

Task

  • Analyze the existing loyalty program, identify action areas, advance proposals
  • Design a new, online-based program integrating social engagement elements

Realization

  • Conducting of a customer structure analysis to evaluate the existing program and identify strengths and weaknesses
  • Conducting of workshops to identify action areas and work out vision, strategy, goals, and value added
  • Design and implementation of a new kind of Social CRM Program consisting of a transaction and interaction reward model with status mechanics and integration of social media
  • Implementation of the technical platform for the program; connection of the web shop, newsletter system, and fulfillment partner
  • Development of social media features such as Facebook likes on the NESCAFÉ® Dolce Gusto® fan page, Instagram activation, and a club community area
  • Design and creative implementation of club communications
  • UX development, creation, and programming of the Club area of the NESCAFÉ® Dolce Gusto® website and
  • Operation and ongoing further development of the customer loyalty program, regarding for example value added, communications, or club activities, which vary month to month, such as events, competitions, and bonus point promotions
  • Annual customer satisfaction survey and KPI performance measurement for the Nescafé® Dolce Gusto® Club, market survey aimed at analyzing potential new club members

Success

  • Successful go-live in 2014
  • Enhanced attractiveness, raised customer satisfaction (source: regular customer satisfaction surveys)
  • Increased reach through integration and use of social media (Instagram, Facebook)
  • Achieved high level of customer identification and interaction with the brand (blog entries, posts, participation in events, and product testing)
  • Strengthened the e-shop by enabling exclusive bonuses with online transactions