Inspiring customers, promoting sustainable consumption

The Tchibo brand thrives on its customers' trust and enthu­siasm. Only if we strengthen this trust and keep inciting our customers' enthu­siasm will we continue to be successful. That is why we rely on systematic customer focus, the highest product quality and uncom­pro­mising consumer protection. On the path to becoming a 100% sustainable business, we are steadily expanding our range of respon­sible manufac­tured products and practice credible, under­standable commu­ni­ca­tions.

Tchibo is synonymous with a unique business model: we combine the highest expertise in roasted coffee, coffee enjoyment in our own Coffee Bars, and an innovative, weekly-changing range of consumer goods with services such as travel, mobile commu­ni­ca­tions deals, and green energy. We operate approx­i­mately 1,000 Tchibo shops, 25,000 Depots and national online shops in nine countries. Every week, more than 10 million customers visit our Tchibo shops and online shops in Germany, Austria and Switzerland alone.

In dialogue with our customers

Customers’ needs and wishes change. To continue to be successful in future, we listen to our customers carefully, take their requests and sugges­tions seriously and learn from criticism. Today’s social networks enable our customers to give us much faster and more direct feedback about our products, and to evaluate our conduct, giving us valuable pointers about where we are already doing well and where we can still improve. At the same time, the Internet opens up innovative ways for us to involve customers in the devel­opment of our products and services. This is why we launched the inter­active “Tchibo ideas” platform in 2008, so that customers can give us product ideas and actively help shape our offer. Our Tchibo Experts survey tool provides us with important infor­mation about changing customer needs .

The ongoing process of digiti­sation has not only affected commu­ni­ca­tions with our customers, but also changed their consumption habits. As a result, we system­at­i­cally align our online offer to their wishes. In 2014 we set up the permanent “Tchibo Lieblingsstücke” (Tchibo Favourite Items) range as well as new payment and delivery options in our online shop.

We strive to promote sustainable consumption. Dialogue with our customers is of key impor­tance here. Only if we succeed in expanding our range of innovative and high quality products that have been produced taking into account environ­mental and social condi­tions, will they increas­ingly opt for the consumption of sustainable products. So sustain­ability needs to be visible as an elemental part of product quality. To achieve this, we further developed the labelling of sustainable products in 2014 through credible, trans­parent commu­ni­ca­tions.

Our strategic approach

“Find it only at Tchibo”: in accor­dance with our motto, we don’t just want to satisfy our customers – we want to inspire them anew each day. That is why we set the highest quality standards for all of our products, offer them at fair prices, and strive to promote sustainable consumption.
To achieve this, we have set three prior­ities:

  • Customer focus: in our actions we always take our cue from the needs and wishes of our customers.
  • Quality and safety: we ensure these by setting high standards that exceed existing minimum require­ments.
  • Promote sustainable consumption: we are contin­u­ously expanding our range of sustainable products and build our customers’ awareness concerning their benefits.

Customer focus

We are convinced that across-the-board customer focus is essential to our customers' trust in the Tchibo brand. That is why we have codified this aspiration in our identity, the Tchibo DNA, which describes our brand’s success factors. Our customer management centres on providing excellent service, profes­sionally managed customer relation­ships – and effective complaints management, because even with all due care we cannot completely rule out defects or short­comings. So we contin­ually strive to improve all customer-related processes. In 2013, for instance, we carried out a compre­hensive inventory of our direct commu­ni­ca­tions with customers, revised our commu­ni­cation guide­lines for Customer Service, and intro­duced the new guide­lines (Customer Focus).

Quality and safety

Our aspiration is to offer top product quality at fair prices, which is why we produce based on consistent, stringent standards whose appli­cation we check ourselves as well as with the assis­tance of independent third-party insti­tutes. We regard statutory require­ments as minimum require­ments: we always comply with them, but often go above and beyond them. The Tchibo Social and Environ­mental Code of Conduct (SCoC), which is binding for all producers, specifies our social and environ­mental require­ments, as our quality promise extends not only to product traits, but also to ethical standards. In 2014, we reinforced our integrated quality management system with a new body of experts: the Quality Board, to encourage internal knowledge transfer about changed legal situa­tions, or new findings regarding the health risks of products.

Our commitment to quality and safety not only applies to our products, but also to our commu­ni­ca­tions. We maintain contact with our customers on various channels. During this process consumer protection and data security are top priority - in the daily course of business or in adver­tising campaigns (Quality & Safety/ Corporate Gover­nance).

Promoting sustainable consumption

We contin­u­ously develop our product ranges, as they form the basic prereq­uisite for sustainable consumption. Our main focus here is on products where our influence is partic­u­larly great thanks to our purchasing volume. First an foremost these are our coffee assort­ments, as well as consumer goods made from cotton, wood and cellulose. We see it as part of our respon­si­bility to make it easier for our customers to make conscious purchasing decisions. To this end, in 2014 we further developed the labelling of sustainable products and ranges, to offer better guidance when choosing sustainable products (Promoting Sustainable Consumption).