Showroom visual storytelling presentatie v3


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Showroom visual storytelling presentatie v3

  1. 1. The Coffee Experience Perception of ‘Coffee-Sense’ * All information used in the followingpresentation are based on dummy data. solutions-2Similarities with existing studies or companiesare based on a coincidence. +32(0)9 242 50 40 Leernsesteenweg 225 B-9800 Bachte-Maria-Leerne Belgium
  2. 2. SITUATION OBJECTIVESCoffee-Sense have noticed  Generate and validate aissues with its coffee machines performance score for theand want to know more about coffee experiencethe perception of the brandand its coffee  Identify current problems with the coffee experienceConsumer experience was  Use current study asdefined by Coffee-Sense as benchmark for future wavesthe most important problemarea 2
  3. 3. What is the overall customer experience of Coffee-Sense?What drives Which problems the overall occur with the customer Coffee-Senseexperience? machines and coffee? 3
  4. 4. Coffee-Sense customerexperience index ABOVE 75but BELOW 80 TARGET Lowest scores non C-S drinkers government short term clients 4
  5. 5. Coffee-Sensecustomer experience index 78 0 50 100 5
  6. 6. Customer experience index components 83 TASTE 78 81 PRICE 77 SERVICE 76 QUALITY 74 MACHINE 6
  7. 7. Customer experience index lowest scores < 6 months 86 75 Small business 78< 6 months to 1 year 75 74 Schools> 1 year 69 70 Hospitals Drinkers 74 66 Government Non drinkers 63 July 2012 7
  8. 8. 8
  9. 9. NPS-13 17 % Promotors 30 % Detractors Compared with my Own coffee machines, the Coffee Sense is ... July 2012 Better 32% +15 Worse 17% 9
  10. 10. OPPORTUNITY STRENGTH High performance Good quality cups Machine is good looking Reliable machine Good coffee taste Easy maintenance Can drink all day long Allways enjoy drinkingLow importance High importance Easy ordering of new coffee Highly recognisable Good quality other products Friendly staff (cups, sugar, ...) Low performance THREAT WEAKNESS 10
  11. 11. SWOTStrengthsReliabilityTaste of the coffeeAll-day coffee WeaknessFit between sales and reality IndulgementThreats OpportunitiesQuality of the cups RecognisabilityContribution to the taste experience of Maintenancethe cups Stock managementPositioning of the Coffee-Sense Machine updatesReliability of the milk solution Machine attractiveness 11
  12. 12. ~ 25% experienced problemsMost technical & milk leakage Well addressed in > half of cases Technical issues Leakage of milk Service troubles Too low problem resolution rates Temperature Taste quality Cups quality 12
  13. 13. Experienced problems And have they been during last 2 months? resolved? If yes, about ... 16% Technical problems 76% YES 12% Milk leakage 54%NO 40% YES 8% Temperature 22%NO60% 4% Taste quality 12% July 2012 3% Cup quality 44% 13*Problem percentages based on total base size *Resolution percentages conditional on having a particular problem
  14. 14. SWOTCustomer experience index is moderate.Government and short term clients have the lowest scoresReliability is the main strength, most of the benefitsdo not meet the 80% performance cutoffMost important problems:Temperature, Taste quality, Cups quality 14
  15. 15. Study design and basic statisticsStudy objective: 2-wave studyMeasure current Coffee-Sense coffee experience and identify potentialproblems.The brand will take certain actions to improve the customer’s experience.In wave 2 we will measure the customer’s coffee experience again using theindex. We will assess whether the customer’s experience improved.Data Collection10 minute CAWI without incentive, 20 September 2011 – 10 October 2011Data Sample119 completed surveys in total 15
  16. 16. Study design and basic statisticsMethodologyIndex creation: creating a composite score of customer’s satisfactionoverall, with service, with coffee machine and with coffee quality.Per respondent we take the sum of these four questions. Next we calculatethe average composite score on the total sample.For customers who do not have a service contract, the customer’s index isbased on three instead of four items.Effect of certain groups on index/problem frequencies:Independent samples t-tests or one-way ANOVA 16
  17. 17. Nicole Huyghe If you have anyrisingquestions