Digitization of Nespresso's customer relationship management
Enable a long-term customer relationship through improving customer engagement
Customer behavior is changing fast. Under the impact of the pandemic, customers were becoming more interested in safe retailing with brands. To keep pace with the times, Nespresso had digitized the Nespresso Pass Programme to allow customers to effortlessly redeem their rewards online as a way to boost the plummeted engagement rate of the program. Our task with the brand's Customer Relationship Management team was to work out a streamlined digital reward redemption process.
SERVICES
KEY FOCUS
INDUSTRY
LEAD TIME
4 months
YEAR
2019-2020
Create loyalty not just through rewards, but also supreme and efficient services.
Go paperless
More cost- and time-effective for customers and business
Streamlined operation
Member redemption and data management now go in sync
Keep up with trends
Accommodate new customer behaviors in a new market environment
What used to be quite the hassle now becomes simple and fast
Prior to the digitization, customers could only collect stamps on a paper stamp card at physical boutique stores as their returned their used coffee capsules. To customers, paper stamp cards were a pain to keep as they could lose the cards or just didn't have it on them whenever they needed them. To business, it was difficult to keep records and provided no substantial return in loyalty or data. The digitization of Nespresso Pass Programme offers a significant increase in the efficiency and value of the loyalty program as it addresses the painpoints from both customers and businesses.
Centralized data to cultivate better customer relationship
Combining marketing management tools with customer relationship management, digitization enables Nespresso to review customers' reward data, assisting Nespresso in offering better services to customers based on customers' liking and preferences.
Credits
Dorothy Li / Project Manager
Wingyee Mok / Art Director
Bill Yu / Front-end Development Lead
Vincent Fung / Programming Lead
Results
- Increase customer satisfaction
- Enable data-driven insights for Nespresso internal teams
- Reduce workload for the back office, freeing resources for more demanding analytic tasks
