CXM IE KRUG CHAMPAGNE ALEJANDRO URRUZUNO

I would like to talk about KRUG Champagne, beacuase i identify with it. I have lived an excellent customer experience and thats why i would like to talk about it. In the last years KRUG have changed drastically their direction, focusing on their roots as a prestige brand and not as an arrogant brand like used to be. I this way, they have conquered many new clients from all different ages, another great success for KRUG is the penetration in digital innovation, being the first champagne brand in discovering this field.

CUSTOMER TOUCH POINTS

KRUG has amplified their touching points to be closer to their clients

Website & Social Media

Premium Restaurants

Krug Ambassadors

Founders House

When you go to Reims to visit KRUG´s vinyards, they will show the founders house reconstructed and the tell you the whole story of KRUG from their founder vision to current days.

Stroytelling

PRESTIGE QUALITY

KRUG prestige quality is the pillar for success, every grape is revised by a human and is almost a hand made process

Vinyards

Prestige Portfolio

KRUG´S Warehouse

DIGITAL INNOVATION

Krugs is the first champagne company to explore the world of digital and social media. The main project is the KRUG ID, where every bottle has a id code, you download the krug app and you scan every code from the bottle, and it will tell you the story of the bottle, the music recommended to drink that specific bottle, and the food that you can have with that bottle.

KRUG ID

Customization

Every Bottle has its own history

WOW FACTOR due to Clients CRM

NEWS

KRUG "5 SENSES" EXPERIENCE

KRUG is boosting their business by implementing a 5 sense strategy with their clients, so clients can live the entire KRUG experience. It is proven that hearing and tasting are comunicated.

Tasting (Food)

New Campaign

Smell

New Bottle

Music

TEAM SPIRIT AND HUMAN TOUCH

Annual conventions of all employees (including directors) of the company, promoting motivation and human touch, sharing the objectives for the next year and results from the past year.

Strong Motivation btw the team

Customer service

Exclusive visits to vinyards with CEO

KEY TAKEAWAYS

KRUG has developed an increrible customer experience within all competitors. I would like to list you the 3 keys for success:1) As we saw in class, there are 4 main pillars for CXM. KRUG has focused in these 4 factors in order to improve satisfaction from their clients and innovate in a field that was unexplore. a) Human Touch b) Wow factor c) Technology d) Customization2) They have amplified their socpe of touching points in order to be closer to their clients by social media, digital apps, visits with the CEO to their vinyards.3) Amplifying their portfolio of products in order to satisfy every type of clients.