Nespresso’s Social Media Tone of Voice

The Opportunity

With a little help from George Clooney, the Nespresso brand communicates simplicity, warmth, and humour as well as the pleasure in owning a Nespresso machine.

The opportunity for the client service team in Lausanne was to make sure that coffee specialists worldwide knew how to communicate the essence of the brand when communicating with clients via social media, live chat and email.

It needed to define its digital tone of voice and deliver a series of training modules on how to communicate this in ways congruent with the expectations of the client and the company’s values.

The Approach

The first step was to research how the brand communicates digitally and how different Client Relationship Centres (CRC) used tone of voice.

The design of training modules after the validation of our findings in relation to:

  • The digital mindset and behaviour of the customer
  • Digital tone of voice and how it distinguishes brands
  • Digital writing skills and how to develop them
  • Conversational categories and how to prioritise them
  • Governing principles in relation to social media, live chat and email
  • Time management in terms of answering client and why this is linked to productivity

Our approach encouraged each CRC to retain a sense of its own cultural identity whilst being part of a global brand.

The Solution

In association with Colorado Conseil, the design and delivery of:

  • Success Journals for completion, pre-and post any training
  • ½ day training modules for delivery to Client Service Teams internationally either via GoToMeeting or on site.
  • Train the Trainer support materials for Team Leaders in each CRC.

Monitoring and review of the training every 6 months to ensure there is consistency in how the Nespresso delivers a world-class client service through its digital channels.

Pélissier first worked with Nespresso in 2012. TOV Training has been delivered in Barcelona, Brussels, Lausanne (HQ), Lyon, New York, Paris, Prague, Sion.

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