The Art of Renewal: From Sales Support to Customer Care, My Turnaround at illycaffè
Throughout our careers, there are moments that define our paths, challenges that initially seem insurmountable, and opportunities that completely change the game. About 20 years ago, I had the privilege of experiencing one of these revolutionary epochs within illycaffè—a story that marked my professional life, characterized by innovation and, above all, stepping out of my comfort zone.
The Initial Challenge: Revolutionizing Sales Support
When I was entrusted with managing the B2B sales support office for the Ho.Re.Ca. channel in Italy, I carried with me a philosophy: the customer at the center of everything. My mission was clear: to transform the team and our approach to sales—a task I tackled with dedication, leading to tangible results. In less than a year, the success of these initiatives prepared me for an even greater challenge.
Founding the Customer Care Function: A Leap into the Unknown
A corporate reorganization presented me with a unique opportunity: to establish the new Customer Care function. The goal was ambitious—to open a direct communication channel with our B2B customers while also bridging the gap to the end consumer. At the time, customer contact was limited to an externally managed toll-free number, with few data collected and even fewer insights available.
I decided to bring the service in-house, a move that not only significantly improved consumer interaction but also allowed us to build a valuable customer database. Operational challenges, however, quickly arose. The tools at our disposal, such as Excel files, rapidly became obsolete in the face of increasing interactions. It was clear: we needed a more robust solution.
Innovation Through Challenge: Creating a Custom CRM
The need for a CRM system posed a crucial choice for the company and for me personally. The IT department’s decision to develop a custom CRM within our ERP was both an exciting and daunting prospect. The idea of having to build from scratch, defining every requirement, interaction, and field, was intimidating. But, as usual, I accepted the challenge.
Starting this journey was a mix of anxiety and excitement. I was well aware that, instead of opting for an off-the-shelf solution, we were treading a less traveled path. However, it was also an opportunity to shape the system according to our unique needs—a prospect that eventually outweighed my initial concerns.
Conclusion: Between Past and Future - Lessons Learned and New Horizons
This experience at illycaffè was just the beginning of an extraordinary journey that deeply marked my career, teaching me the value of embracing uncertainty and accepting change as the first steps towards groundbreaking innovations. The realization of the Customer Care function was a milestone, but it was only the opening of a new door to even greater and more rewarding challenges.
In the next article, I will share more details on how we overcame challenges and turned opportunities into tangible successes, providing lessons that can inspire and guide even today.
In the next article, I will take you on the journey of how we embraced digitalization, opening ourselves up to the world of eCommerce—an adventure that marked my shift from a customer service-focused vision to a globally digital one. You will discover how intuition, passion, and courage can transform not only a company but also the people who are part of it. Stay Tuned!