Involving customers: honest commu­ni­ca­tions, open dialogue

Our dialogue with customers is charac­terised by trans­parency and an open dialogue: whether on the product, in our Tchibo shops and Depots (super­market conces­sions), on our websites, in the Tchibo magazine or via social media channels. In line with our policy of open dialogue, we do not issue one-way commu­ni­cation, but seek an exchange, especially with critical stake­holders such as consumers and multi­pliers, including bloggers and journalists. Social media channels offer a suitable platform for this. For instance, critical comments from consumers are often picked up on and discussed in the Corporate Blog. The Tchibo Community at is a new, inter­active area where customers can share their thoughts about our products and thematic ranges, find inspi­ration, and take part in weekly partic­i­patory campaigns.

Trans­parent customer commu­ni­ca­tions across all channels

Customer relations have become more complex, because the various social media channels open up new oppor­tu­nities for consumers to give feedback and publicly voice their opinions, including in the form of criticism. Tchibo sees this as an oppor­tunity to enter into an open, appre­ciative dialogue with customers and other consumers. For this, we use various social networks and our own channels.

Social media

Facebook, Twitter, Instagram, YouTube and our own Tchibo Corporate Blog – Tchibo has steadily inten­sified its social media activ­ities since 2011. In line with the principle of 360-degree commu­ni­cation, customers and multi­pliers can contact us on all channels. Thanks to this direct dialogue, we benefit from feedback on campaigns and products, can build new customer relation­ships, consol­idate existing ones, and commu­nicate directly and personally.

In spring 2017, for example, we launched an innovative social media marketing campaign to publicise our FOR BLACK 'N WHITE filter coffee among younger customers as a specific target group and individ­ually: through seven tailor-made films for seven different target groups on Facebook. Since the coffee is also certified as sustainable according to the UTZ standard, we were able to publicise our sustain­ability management and promote respon­sible consumption at the same time.

Corporate Blog

In 2016 the Tchibo blog was voted ‘Best Corporate Blog’ in Germany, an award it has won for several years in a row. It not only has an excellent reach of more than 65,000 readers a month, but is also valued as a high-quality medium. All the articles and topics are written by our own staff and guest authors, who share first-hand infor­mation with their readers. They come from various depart­ments, such as Coffee, Non Food, Product Devel­opment, Sustain­ability, Human Resources, and Corporate Commu­ni­ca­tions. An important principle of this tool is that the Tchibo blog lives by inter­action, and explicitly invites readers to exchange thoughts and opinions.

Blogger and Influ­encer Relations

The influence that bloggers and other influ­encers have on their commu­nities is growing steadily. They are regarded as independent and authentic opinion leaders, purveyors of infor­mation, and trend­setters. Tchibo, too, needs to win over this community of commu­ni­cators, which inspires consumers and hence our customers as well. To this end, in 2015 we hired a staff member who is exclu­sively respon­sible for ‘blogger and influ­encer relations’. The term ‘relations’ is partic­u­larly important to us, as a fair, trans­parent and valued relationship with bloggers and influ­encers is crucial to the success of the cooper­ation. Tchibo sees bloggers and influ­encers as experts and external partners. We are open to their criticism and seek a long-term dialogue.

In early 2016, we founded the Tchibo Blogger Advisory Board with the aim of further reinforcing bloggers’ and influ­encers’ trust in Tchibo and sustaining it long-term. Comprising experts and insiders from the blogo­sphere, it supports the work of Blogger and Influ­encer Relations managers and delivers honest criticism and creative input. Blogger and Influ­encer Relations decisions and measures are usually discussed with the Advisory Board. The open dialogue has already proved its worth. Commu­ni­cation conforms to the Tchibo Blogger and Influ­encer Relations Guide­lines. We send out a monthly newsletter to relevant bloggers and influ­encers, letting them know about news, collab­o­ra­tions and important events in the Tchibo world.

Tchibo Community

We further developed the former ‘Tchibo ideas’ digital partic­i­patory platform and in October 2016 launched it as the 'Tchibo Community' on our website. Like its prede­cessor Tchibo ideas, it provides an area for discovery, partic­i­pation and trying things out. Users can become product testers, watch tutorials, or find out which coffee or holiday type they are. These inter­active options are offered on a platform that, unlike its prede­cessor, is directly integrated into the online shop. Any customer with an existing online shop account can register directly and partic­ipate for free. One important element are the weekly partic­i­patory activ­ities in which customers partic­ipate, interact with each other, and find inspi­ration. We have already been able to incor­porate our sustain­ability management here as well, e.g. with a tutorial that shows children how to easily turn an old shirt into a cool new one.