This document discusses a study conducted by Coffee-Sense to understand customers' perceptions of their coffee experience. The study aimed to generate a performance score for the coffee experience, identify current problems, and use the results as a benchmark. It found that Coffee-Sense's customer experience index was above 75 but below the 80 target. Government and short-term clients had the lowest scores. The biggest problems were with temperature, taste quality, and cup quality, though reliability was seen as a strength. The study will be repeated to measure improvements after Coffee-Sense takes actions.

1. The Coffee Experience
Perception of ‘Coffee-Sense’
* All information used in the following
presentation are based on dummy data.
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2. SITUATION OBJECTIVES
Coffee-Sense have noticed  Generate and validate a
issues with its coffee machines performance score for the
and want to know more about coffee experience
the perception of the brand
and its coffee  Identify current problems with
the coffee experience
Consumer experience was  Use current study as
defined by Coffee-Sense as benchmark for future waves
the most important problem
area
2

3. What is the
overall customer
experience
of Coffee-Sense?
What drives Which problems
the overall occur with the
customer Coffee-Sense
experience? machines and
coffee?
3

4. Coffee-Sense customer
experience index ABOVE 75
but BELOW 80 TARGET
Lowest scores
non C-S drinkers
government
short term clients
4

5. Coffee-Sense
customer experience index
78
0 50 100
5

6. Customer experience index
components
83 TASTE
78
81 PRICE
77 SERVICE
76 QUALITY
74 MACHINE
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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
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8. 8

9. NPS
-13 17 % Promotors
30 % Detractors
Compared with my
Own coffee machines,
the Coffee Sense is ...
July 2012
Better 32% +15
Worse 17%
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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 drinking
Low importance High importance
Easy ordering of new coffee
Highly recognisable
Good quality other products Friendly staff
(cups, sugar, ...)
Low performance
THREAT WEAKNESS
10

11. SWOT
Strengths
Reliability
Taste of the coffee
All-day coffee
Weakness
Fit between sales and reality Indulgement
Threats Opportunities
Quality of the cups Recognisability
Contribution to the taste experience of Maintenance
the cups Stock management
Positioning of the Coffee-Sense Machine updates
Reliability of the milk solution Machine attractiveness
11

12. ~ 25% experienced problems
Most 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. 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%
NO
60% 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. SWOT
Customer experience index is moderate.
Government and short term clients have the lowest scores
Reliability is the main strength, most of the benefits
do not meet the 80% performance cutoff
Most important problems:
Temperature, Taste quality, Cups quality 14

15. Study design and basic statistics
Study objective: 2-wave study
Measure current Coffee-Sense coffee experience and identify potential
problems.
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 the
index. We will assess whether the customer’s experience improved.
Data Collection
10 minute CAWI without incentive, 20 September 2011 – 10 October 2011
Data Sample
119 completed surveys in total
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16. Study design and basic statistics
Methodology
Index creation: creating a composite score of customer’s satisfaction
overall, with service, with coffee machine and with coffee quality.
Per respondent we take the sum of these four questions. Next we calculate
the average composite score on the total sample.
For customers who do not have a service contract, the customer’s index is
based on three instead of four items.
Effect of certain groups on index/problem frequencies:
Independent samples t-tests or one-way ANOVA
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17. Nicole Huyghe
nicole@solutions2.be
www.solutions2.be
If you have any
risingquestions