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.
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).