Churners & Mixers

Listen

Nespresso’s strategic teams wanted to analyse the behaviour of certain customer segments reducing their consumption of capsules.

Understand

Internet survey of specific Nespresso customer segments – N=3500-

  • Identification/profiling
  • Evaluation of current consumption
  • Identification of the reasons for the decrease in consumption
  • Identification of alternative solutions
  • Evaluation of Nespresso

Decide

“Anti-churn” action plan