Fourteen years after opening, our Glass Service Centre still enjoyed its worldwide reputation as a model of excellence, and was scoring top marks in customer surveys. So what prompted the redesign and conversion?
Roland Eggenschwiler: We want to offer the finest hospitality in our industry. That is our declared aim. So we treat service exactly as we do our products. We can only retain our leading edge if we keep developing and constantly launch innovations on the market. The hospitality area in our Glass Service Centre had remained unchanged since 2003. Meanwhile, we had added new services, such as 24/7. It was high time to set a new milestone with a global profile.
How do you tackle a project like this one?
Roland Eggenschwiler: The first stage is intensive dialogue with customers and employees about the status quo. We found out what they most appreciate and learned a lot about all the processes and movements.
Manuel Candio: We started off by observing, asking questions and listening attentively. We scrutinized every detail and took a close look at every stage of the process; from the moment customers arrive at the car park, transfer of their machines into the building, reception and diagnostics, and return of the serviced appliances.
Roland Eggenschwiler: We soon realized that our primary focus had to remain on transparency and the trust customers place in our staff and services. So we set about making the experience even more pleasant for them, simplifying individual steps and giving them a positive overall perception of the entire process.
Where do you get the inspiration for services that don’t yet exist in this form?
Roland Eggenschwiler: We put ourselves in the customer’s shoes and compared ourselves with other business sectors. In a luxury hotel, for example, the concierge greets you at the door and relieves you of your luggage, leaving you free to check in. That inspired the idea for our concierge service. We give our customers a warm welcome, take their concerns seriously and are happy to give them all the help they need.
Manuel Candio: It also became clear to us that a close bond exists between many customers and their coffee machines. It made us realize that some kind of ‘official machine handover’ would give them the reassurance that the JURA service experts would be looking after the appliance from that moment on.
‘We want to offer the finest hospitality in our industry. We can only retain our leading edge if we keep developing and constantly launch innovations on the market.’
The diagnostic booths seem to be a key feature. They are like little islands in the room, where people can feel at home, sit down, and get on with the diagnosis. What made you go for this innovation?
Roland Eggenschwiler: The dialogue between customers and the service team is critical. We use it to underscore the skill of our personnel and create the necessary trust. Rather provocatively, Emanuel Probst once said the diagnostic process reminded him of the situation in a courtroom, where the accused is obliged to stand up in the dock for judgment and sentencing. His comparison made us think, and we decided to make it possible for customers and our employees to carry out the diagnostic process sitting down.
Manuel Candio: It really was quite a hard nut to crack. The actual troubleshooting process had to be ergonomic, practical and logical for the benefit of our service specialists. At the same time, it needed to be natural and genuine, to create an atmosphere in which everyone could feel at home. The shape and height of the table are also decisive to the outcome. We therefore built a full-scale model so that we could imagine everything and engage in role play to optimize the procedures. It was extremely helpful.
Roland Eggenschwiler: In the end, we decided to use round table, which has no front and back. Customers are not spectators but directly involved in what happens. We offer them coffee, which creates a more relaxed atmosphere, and only then move onto the actual diagnosis. The customer, the machine and the JURA specialist form a trio, meeting on equal terms. That promotes constructive dialogue. It also enables us to give the client important tips and information on topics as diverse as water quality or care and maintenance of the machine.
The image of the hospitality area is one of customers’ machines standing on service trolleys. What does that signify?
Roland Eggenschwiler: The practical benefit for us is the ease of moving the appliances and all accessories smoothly from one stop to the next.
Manuel Candio: But it’s also symbolic. It tells the customer: ‘Your machine is now safely in our hands, and we’re going to make sure that when you get it back, it will be like new.’
‘The people who work in the Service Centre are seasoned specialists. Making a show, so to speak, of the repaired machines is a form of appreciation of their work.’
Another striking feature is the shelf on which machines are placed after servicing to await collection. What’s the thinking behind this?
Manuel Candio: The people who work in the Service Centre are seasoned specialists. They focus exclusively on JURA bean-to-cup machines and have worked for the company for an average of 20 years. This makes them the world authorities on the subject. Making a show, so to speak, of the repaired machines is a form of appreciation of their work.
Roland Eggenschwiler: At the same time, we send a signal to the outside world that we are proud of the work we do. And we’re happy if our customers can continue to enjoy superb coffee from JURA bean-to-cup machines. Seeing their own appliances on the shelf should whet our customers’ appetite for perfect coffee specialities.
A hospitality area like the new one in our Glass Service Centre is clearly not an off-the-peg solution. How did you turn the plans and drawings into reality?
Manuel Candio: First of all, I’d like to express my warmest thanks to the staff in JURA’s workshops and electrical department. It was their creativity, flair, experience and skill that paved the way to feasible solutions and made all the special effects possible. Then there were all the external partners, who demonstrated enormous attention to detail in turning our ideas into reality. And, when I say ‘our ideas,’ I’m including also our team Ronald Büttler, Frank Bosshard and Michela Pestoni.
Roland Eggenschwiler: It’s fascinating how so many specialists from an enormous range of disciplines can be involved in a project like this. Overall, the design-and-build stage took around a year. It was an immensely busy time. The valuable inputs of our staff at service reception, Manuel’s team, our internal experts and our fantastic external partners have resulted in something that sets entirely new standards. Now we can offer the finest hospitality in our sector. Thank you to all concerned.
Image: Kurt Pfister