How Jacobs Douwe Egberts streamlines services across multiple channels

JDE has been bringing people closer together for more than 265 years. Whether in the workplace, when you’re not feeling well, or among friends, with the finest coffee and tea, JDE creates a connection from which the most beautiful moments, inspiration, and new energies emerge. JDE consciously builds on this brand promise in all customer journey stages. Want to know how JDE’s Customer Experience team does this? Team leader Mark Hemetsberger reveals all.

Coffee and tea bring people closer together. It’s during these intimate moments that some of life’s special moments can happen. Mark Hemetsberger asks, “We want to convey this warm feeling to our customers, and this often starts with the first contact with a customer or a prospect: How do you approach them warmly, personally?”

You create that positive experience by speaking to the customer in a certain way and ensuring that the customer receives quick, high-quality assistance. You want to ensure that communication is as smooth as it can be. Mark explains:

“The personal nature of JDE Professional is based on our brands’ warm reputations and on fast and personal service.”

Using feedback to improve services

But how do you guarantee this personal service? Jacobs Douwe Egberts always has its finger on the pulse. The company continuously uses surveys to check if its service is up to scratch. Its service is measured using a five-point scale. If a customer says a problem has not been adequately resolved or scores lower than four, the Customer Experience team will act. Someone from the team will call the customer and ask how JDE Professional’s service can be improved. Mark says:

“We strive to offer the best possible service and are proud to say that our average score is greater than four on the five-point scale.”

The eyes and ears of the organisation

The team currently comprises around 30 customer service employees who contact customers daily. Customers ask the team a wide range of questions, including changes introduced by the Dutch Chamber of Commerce, machine breakdowns, or new stock deliveries.

Questions often come to the Customer Experience team, which is best handled by the Marketing or Sales teams. For this reason, customer service employees also work closely with their colleagues in Marketing and Sales. Mark meets with the other departments every week.

“As members of the Customer Experience team, we are well and truly at the heart of the organisation – it makes our work so much fun!”

A variety of communication channels for a more personal approach

While the employees’ communication styles embody the company’s core values and contribute to Jacobs Douwe Egberts’ warm feeling, the variety of communication channels also enhances the personal experience. By deploying an extensive range of communication channels and integrating these within Engage, the organisation ensures that its customers enjoy personal, warm, and fast service.

“Customers can reach us on all direct and indirect channels, including by phone, email, WhatsApp, social media, live chat and chatbot. We want to offer our customers the full range of options so they can contact us using their preferred means. This is in line with our customer-focused offering.

Since some channels are more costly than others, we try to encourage customers to use the more efficient channels, such as WhatsApp, but not everyone wants to do that. Some customers have been with us for a very long time or maybe a little older, and expect to be able to communicate with us in the same ways that they always have, for instance, via email or over the telephone. And that’s no problem at all – we are happy to be able to offer these options if our customers value them.”

Personal service with a chatbot?

You may wonder how a chatbot can contribute to a personal, warm approach. If a virtual team member handles messages from a customer, is this still customer-focused? Mark believes that the chatbot contributes to the brand promise.

“The chatbot does a lot of preparatory work. When a customer comes into contact with a chatbot, it usually requests useful information from the service representative, such as the customer’s postcode and customer number. Approximately half of all chats are handled by the chatbot, but our team can help during office hours if that isn’t possible. Using the pre-collected information, our team members can help the customer quickly and effectively through the live chat or one of our other channels.”

Keep an overview of your channels and your employees

If you have many communication channels, it can be easy to lose track of communication. This is where Engage comes in. Messages from different streams flow to a single dashboard, meaning you can maintain an overview of your communication. Team members can claim and assign messages to each other, so they can easily use the tool to collaborate across a large team.

Mark explains:

“Spotler is extremely easy to use. It is clear, insightful and pleasant to work in. I never get any complaints about the system.”

The software gives you an overview of the communication channels and your team. Using the statistics from the tool, Mark regularly looks at KPIs that let him monitor his team: “To guarantee our customers the best service, I monitor the handling times of the messages we receive. I can also see if all the messages have been answered and how the customer was spoken to.”