Although Nespresso had acquired a top campaign management tool to streamline its customer communication, it lacked the proper internal human resources to fully exploit its potential. The biggest concern was the lack of coherence in campaigns on an international level and across the different channels. Nespresso decided that it urgently needed to internalize its campaign management processes and reassess the underlying tool.
B & D made sure that all the campaign management processes – which used to be implemented in external tools - were now all centralized in one solution in a coherent manner. On top of that, it ensured that the multichannel approach was much more systematic, speaking with one – personalized – voice over in its different media. The most talented internal staff members were then selected and trained for full insight into the capacity of Neolane.