Crm In Nespreso

Nespresso.
Founded in 1970 by the company Nestle, which thought that the market of coffee could be improved, Nespresso is nowadays a worldwide company and had a turnover of 2.5 billion in 2011.Despite this great success, the story of the company hasn’t always been a bed of roses. At first, the project was uniquely directed towards the professional sector but the sales remains quite low, anddidn’t reach the expectations of the company. But in 1988, the management changed, and they decided to target the domestic market, and ever since this decision, the sales have been growing. In 2000Nespresso launched the machines and the capsules on the market and lately the sales exploded thanks to the advertising of the brand by George Clooney and john Malkovich who brought their notoriety to thecoffee. One rare thing is that Nespresso has a profitability close to the ones that luxury brands have. This factor is may be due to the great Customer Relation Management that Nespresso created duringthe few past years.

CRM used by Nespresso
The Customer Relation Management is an organisational approach which aims to better know and better meet the clients’ needs, in order to build a longterm relationship between the company and the customers. In the case of Nespresso, we will strictly focus on the e-CRM which has mainly been developed by the firm over the past years. We will now see,how this CRM is used in a creative way.
First of all, in order to create CRM, the customer has to get to get in touch with the brand, that is what has been done by the marketing department, throughthe visibility of the web site on the web, thanks to online advertisement on the search engine (Google etc..) and also thanks to the offline advertisement, mainly through their advertisement on TVwith George Clooney and the famous catch phrase “Nespresso, What else?”
Then the web site must be well built and attractive to the customer so that he stays on it, when is willing to give away...