A global panel of customers – the challenge
The creation of a global panel of customers has been critical to delivering consistent brand strategy and new product innovation for Nespresso. In 2011 Beehive were challenged to devise a research solution that would consolidate its customer insight practices to obtain feedback in a systematic way across multiple markets, allowing it continually to improve performance. We have been working as a trusted partner of the luxury coffee brand since then.
The solution – development of a multi-lingual online panel for customer research
Beehive developed and manages an online panel of more than 72,000 Nespresso Club Members spanning 16 countries, including Israel and Japan. Members are personally invited to join the panel, in the language of their preference, and take part in a range of research activities to tell Nespresso what they think about its products and services.
Through regular communication, Nespresso demonstrates it listens to Club Members by sharing information about how their feedback shapes important products and new innovations.
And the benefits to Nespresso were…