Uploaded byLeonor de Mattos
Nespresso CRM Poster
The document outlines the goals and strategies of a company's customer relationship management presentation for 2008. The company aims to become the top global coffee brand, open more boutique stores worldwide, and increase its sustainable coffee sales to 60% by 2010. It will pursue growth through word-of-mouth referrals, cross-selling, excellent customer service, and tailored marketing and promotion strategies. Past successes include selling over 1 million machines in 2006 and gaining 1.1 million new club members that same year.
![Customer Relationship Management - Case Study [Mercedes Benz]](https://cdn.slidesharecdn.com/ss_thumbnails/erpcrm-150303130533-conversion-gate01-thumbnail.jpg?width=640&height=640&fit=bounds)
Nespresso CRM Poster
- 1. CRM Presentation -Group 3 March 2008 Customer Relationship Management TO BECOME THE ICON FOR PERFECT COFFEE WORLDWIDE; OPEN MORE BOUTIQUES ACROSS THE WORLD; INCREASE THE SUSTAINABLE COFFE TO 60% IN 2010; WORD OF MOUTH NEW CUSTOMERS EXISTING CUSTOMERS CRM CROSS SELLING CUSTOMER SERVICE & TECHNICAL ASSIST. MARKETING, PROMOTION SEGMENTATION & RESEARCH WHAT THE FUTURE HOLDS... SPECIALISED RETAIL 1 MILLION MACHINES SOLD 2006 MACHINES CAPSULES THE CLUB 1.1 MILLION New Club Members IN 2006 NESPRESSO BOUTIQUES
Editor's Notes
- #2 CRM makes this company thrive: that is why we placed it in the centre. CRM is a compulsory point of passage for the company’s development. It makes the company move forward, and links all the necessary sales’ elements for profitability. There are three main distribution channels: Specialised retail (sells only machines); The club (compulsory passage for customers); The Nespresso boutiques (sells machines, capsules, everything else – cross selling). New customers have to go through any of these channels, and the club works as a connector link to the CRM of the company and these channels. The company’s CRM & the relation with the club is given and taken by the company & by the customer simultaneously (through customer experience & respective feedback). i.e. New customer buys machine in retail. Joins the club (segmentation & research). The club sells merchandise , offers promotions, sends catalogue (Cross selling/ marketing & promotion). Customer has a problem, technical assistance helps. Customers are happy with the service: word of mouth. Customers are not happy with the service: word of mouth. New customers are influenced by word of mouth and marketing & promotion.