An Interview with Nespresso: Becoming Digitally Mature
Founded in 1986 and based in Switzerland, Nespresso is one of the world leading coffee brands and now serves 70 countries worldwide. As a company that cares a great deal about their customers, Nespresso is committed to reaching new heights of digital maturity.
Ela Çelebi, Nordic e-commerce analyst of Nespresso sat with us to share how Usabilla helps Nespresso gather and prioritize feedback to understand the real experience of their customers and see where improvements can be made.
Would you say that Nespresso is a digitally mature company? If so, what makes your company digitally mature?
At Nespresso, we do our best to keep up with the trends and needs of customers both digitally and offline. I am sure there are aspects that make us mature in digital and there are aspects where we should still improve our services.
What makes us excel in e-commerce and in other digital services is our passionate teams. Nespresso’s global teams are eager to launch new services and features on digital. The biggest help in fighting new digital challenges always lies in our data-driven mindset.
Customer-centricity is one of the biggest drivers for undergoing a digital transformation. How has this occurred within your organization?
As a coffee company, we have a different relationship with our customers. Our customers become part of our loyalty program and stay with us for many years, which gives us the possibility to follow their needs.
We are also always in contact with our customer base thanks to our multi-channel environment and our customer service. What we try to do is to give new means for our customers to give feedback about our services. We take every feedback item seriously and try to find new ways of better serving them.
Better customer data & a better understanding of the customer journey is a top priority for most executives. What steps are you/Nespresso taking to better understand your customers?
Most importantly, we work with the data that our customers share with us willingly. Better data starts with better data collection. This customer data should have many layers and attributes. It should talk about the meaning behind it and should tell pieces of a story.
The term ‘big data’ is not my favorite, but I believe in ‘deep data,’ which gives marketeers the possibility to tell the story of customers that is more than just numbers or scale. We do not need every visitor’s email address, but we need enough information about how our products and services are perceived.
Why is Nespresso interested in listening to the Voice of their Customers?
We are in the daily life of our customer base from the very early hours of the day. We want to create special moments for them that become daily habits and add to their life quality. Any disruption to these moments can change the experience they are having with our brand. To ensure this is not happening, we make sure that we listen to each and every Nespresso coffee drinker.
What role does user feedback play within your organizational strategy?
Feedback can very clearly affect our campaign design and new feature releases. We often have to prioritize one project over another and customer feedback tells us what to prioritize.
I should also add, if we did something wrong or if we had bugs in our services, customer feedback is also the biggest and fastest way to solve the issue.
How does user feedback factor into and improve your current processes? e.g. UX, CRO, scrum, new product development, etc.
Thanks to customer feedback, we understand the real experience of our customers. They describe it in their own words, and they sometimes thank us or tell us better ways to create online services.
In e-commerce, we normally get more feedback for very positive and very negative experiences. Our job is to minimize negative experiences and make them positive again. By listening to our customers, we instantly see where and how we can do that.
Do you integrate Usabilla/user feedback with any other tools? e.g. pushing feedback to bug/customer management systems, validating A/B tests, etc.
I really believe in integrating tools in order to see insights together in a more comparable way and also to create better follow-up on certain features. At Nespresso, we have yet to do so because of our complex and global setup.
What have been your best results/biggest successes while working with user feedback?
There are countless successes; cleaning up bugs in the fastest manner is one. To be able to follow-up on the experience on every possible combination of devices, payment models, delivery choices, different browsers, campaigns and products is another. But I really believe that user feedback makes us understand our quantitative data.
We were of course on top of our Google Analytics data; we knew the answers to each question, but we couldn’t always determine the ‘why.’ User feedback now tells us this, so we can deliver what we are asked for from the Nespresso community.
Can you think of any particular instance where user feedback had a significant impact? e.g. highlighted a costly bug you weren’t aware of, helped validate a new feature, etc.
Yes, in a number of instances our campaign set-up did not go 100% as expected, affecting some customers or affecting different baskets on our websites and apps. Thanks to information that we gathered from users who wanted to give feedback, we saw what exact bug was in place and were able to remove it quickly.
On top of that, we often solve UX issues thanks to user feedback. What we design is not always what our users see. User feedback gives us the possibility to stand in the customer’s shoes for a second and fully understand them.
What advice would you give organizations trying to improve the digital maturity at their organization?
New innovations will never stop leading your new features, but whatever you implement in your services, try to make it 100% operational and serving your customers. Listen to the needs of your customers and find ways of establishing two-way communication with them. Maybe they don’t want drone delivery or talking refrigerators. They might be looking for more information about products in video form or accessibility to services.
There will always be breathtaking, new innovations. If you don’t want to get light-headed about what and what not to implement, ask the people who use your services and they will tell you exactly what they want.