Adapted advice from the Experience This! podcast with Joey Coleman and Dan Gingiss.
In episode 38 of Experience This!, a podcast series, hosts and CX experts Joey Coleman and Dan Gingiss discuss how Nespresso, the Switzerland based premium coffee line, does customer experience right.
Joey and Dan begin by summarizing an article by Becky Roemen, a systems engineer who serves as a customer experience transformation strategist, entitled “The Caffeinated Tale of Nespresso and How They Do Customer Experience Right“. Becky speaks about how Nespresso isn’t just an ordinary coffee company, but rather a coffee experience company known for their very sustainable practices. Here are 3 ways Nespresso achieves the customer experience lifecycle.
Make certain that the entire customer experience lifecycle is connected and fluid.
Nespresso states in their corporate info that “50% of our new Club Members experience Nespresso for the first time through friends and family.” Customers are introducing and sharing the brand with potential prospects and new customers. Without spending any money on advertising and marketing, Nespresso gains a wider customer base just through word of mouth.
Make it easy for customers to do business with you.
Becky talks in her blog about how every step along the way, the digital Nespresso experience is really clear. “What makes Nespresso’s specific digital experience so great, from their gorgeous website to their application, is an easy user interface greets you. They present you with outstanding self-service options by walking you through the different machines and how to choose the right one.” There is an exclusivity to the brand at every corner of the experience. Nespresso remains approachable to customers by providing a sleek online presence and impeccable boutique shops.
Nespresso is known for their sustainable practices, including social welfare programs, and allowing customers to mail in their used coffee pods in order to have them recycled.
Most customer experience experts agree that modern consumers are purchasing based off of experience. Think about whether your brand, your product, or service offering is meeting the successful lifestyle that Nespresso achieves.
To learn more and other CX lessons from Episode 38 of Experience This, listen to the full episode.