Nespresso waves the flag for great customer advocacy

We all praise Apple to the heavens for building customer loyalty, and I agree … but I'd put Nespresso forward as my ultimate model.  They've done a magnificent job of getting us to pay well above market prices for a luxury product while building real allegiance.  Most Nespresso customers are solid advocates.

I was absurdly happy this month when the company launched three new decaffeinated options.  

Immediately putting in a large order and, sad consumer that I am, sharing my delight across multiple social media platforms as I sampled my way through my arpeggio, vivalto and volluto decafs.  That's the kind of advocacy we all work for.  

How does Nespresso build it?  I see these as the three keys.

ONE:  Great CRM.  I've marketed customer relationship management systems for years, so I know what they're supposed to do.  But so few people use them to their potential.  I had problems taking advantage of a discount while ordering my new decaf, so decided to call.  A local accent answered on the fifth ring.  The minute Steve had confirmed my identity, he'd accessed my order history, seen that I was a heavy decaf consumer, and launched into a chat about the new range.  He knew who I was, and the information at his fingertips combined with his training to give the appearance of actually caring about me.  Ordering was effortless, and a pleasure.

TWO:  The Club.  So many of us talk about creating an exclusive, "clubby" feel with our customers.  Nespresso sets the benchmark.  Walk into any store, flash your card, have a free coffee.  Get special advance news.  Be invited to market test the new range.  For all I know, this is the least exclusive club in the world and anyone who buys a sleeve of coffee can get in.  I don't care.  I feel a sense of belonging, I feel that my free coffee at the Regent Street store is a marvellous deal (even though it makes hardly a dent in the hefty profit margin they're making out of me) and I love that they're treating me as more than just a customer.

THREE:  Content.  I've spent the past decade immersed in thought leadership and content.  It makes sense when you're selling into the boardroom, but to the average consumer?  Absolutely.  The Nespresso customer magazine features great editorial, clearly targeted at the type of people who pay over the odds for coffee.  Insightful travel articles, style insights, fascinating profiles.  As an iPad app, it's a best practice example of where corporate magazines are going.  This is a model any industry can follow.  Give me content I enjoy and can use … I feel more loyal to your brand.