Nespresso: Delighting Consumers

How is it that all Nespresso consumers, regardless of the expensive price of their coffee are truly in love with the Brand?

Nespresso is DELIGHTING consumers! And what is that really mean?

Delighting means that the consumer's experience with our brand is superior to competition and consistent across every contact point, often exceeding expectations.

Brands can delight by identifying the actions that exceed the consumers’ expectations and understanding the reason-why behind.

A nice example is Nespresso’s Customer Service. Nobody really expects to have good and fast feedback from a company’s Customer Service, and the majority of us would rather forget the mediocre services from Telecomms and Airlines. It is not the case with Nespresso, who is not only putting in place a human interaction, but also actively seeking contact with consumers though the different social media. See below a nice example of a delighted Nespresso consumer.

Furthermore, delighting is also about getting to the core of your consumers and understanding their emotions and motivations. The deeper your understanding the more likely you are to delight.

Nespresso has been able to create an emotional bond with consumers by making coffee a truly aspirational experience. No other brand had before captured the essence of being a “coffee connaiseur”, and Nespresso has done that along the entire value chain, from the sustainability programs for sourcing its raw materials and the involvent of coffee baristas along the entire process, to the superb Shopping Experience in their Boutiques and great Customer Service. Not to mention their world class communication with Clooney.

Such an approach not only helps build a credible and consistent brand, but rather surprises and create sexcitement. It is the unarticulated and unimagined needs that can really delight and lead to loyal and passionate consumers.

Posted by Ignacio Molins