This document summarizes Nespresso's customer relationship management (CRM) and sales strategies. Nespresso uses analytical CRM to segment and select high-value customers. It focuses on relationship marketing through exclusive membership in the Nespresso Club, which sells coffee capsules and accessories. Nespresso aims to increase customer loyalty and consumption through cross-selling additional products and personalized customer service via direct mail, internet marketing, and magazine publications. The combination of innovative product design, portioned coffee capsules, and CRM strategies have made Nespresso a global leader in premium coffee sales.

1. NESPRESSO CRM & Sales Management Presentation: Leonor SILVA Xiaoran XIE Yingyu LIU Gang WANG Adedeji Osobukola

4. R elationship M arketing: Diagram of Trade Relations Customer as the unique point of contact between Retailers & Club; The retailers as a POS for machines only & as recipients of sales techniques training; Company as a recipient and a sender of the customer needs; The Club as a link between customers & Company Original Diagram by Leonor Silva Nes p resso Nespresso Club Retailers Customers

11. I nternet and W ebsite

16. The End Thank you. Any Questions?

17. CREDITS Slides Design /Editing Leonor Silva Graphics Leonor Silva Theory Content Leonor Silva Gang Wang Xiaoran Xie Yingyu LIU Adedeji Osobukola Hand-Outs & Poster Leonor Silva