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