Innovative products, excellent service

How Tchibo keeps and fosters its customers trust.

Our customers trust is the basis of our success the strength of our brand depends on it.
The question of how we can best fulfil our customers expectations today and in the
future plays a significant role in determining our business activities. The answer is:
Tchibo has to offer services and products that provide added value and that set us apart
from our competition.

Over the past 60 years, we have developed a wide customer base through special
products, high quality, fair prices, friendly and competent advice, and individual service.
Our future success depends largely on our being able and willing to maintain and bolster
the brands popularity and customers trust in it. We can achieve this by means of
consistent customer orientation, top quality products and full consumer protection.

Customer orientation: In our business culture, consistent customer orientation is a central value. We want
to attract and retain customers by means of our service promise and standards.
Products: We will live up to our aspiration to provide the best quality products through comprehensive
testing processes and extensive testing. Our understanding of quality also encompasses social and
environmental factors.

Consumer protection: We are in constant contact with our customers, putting all of our efforts into
complying with the legal requirements that protect consumers and their personal data.

Service: at the heart of all we do

Why Tchibo values its customers and their satisfaction so
highly.
Each week, over ten million customers visit Tchibo shops in Germany, Austria and
Switzerland alone, as well as Tchibos online shops. Their satisfaction is our top priority.
Consistent customer orientation is therefore a central value of Tchibos corporate culture.

We listen to our customers, learning from their criticism and suggestions just as we do
from their wishes and ideas. We take targeted measures within the scope of our market
research activities, not only to ascertain and evaluate opinions, but also to align our
operations with customer feedback.

We are judged by our standards of service as well as by our products, and therefore these
standards have top priority. We want to bring people to our business through our service
promise and standards. We present ourselves to customers with openness, honesty and
transparency, values also represented by our skilled customer service operations and
professional, comprehensive complaints management system. We want to harness these
services to continue to improve our services and products in the future. Whatever we do,
we do it for our customers is our business principle. If for some reason our customers
are not satisfied, we do everything we can to find the causes and to avoid future mistakes.

Listening to our customers: The online survey centre

Before we can understand our customers expectations, we first have to know what these
are. For this reason, we established the Tchibo Expert Online Panel customer survey
centre in July 2008. Over 4,000 Tchibo customers are regularly interviewed through this
market research tool on topics concerning Tchibo. Panellists can provide their opinions
online. Employees in the market research department then present the results and make
these available to the appropriate departments, such as product development. Through
this system we are able to base decisions concerning our product range directly on our
customers wishes.

When it comes to sustainability, our customers expect even more

In 2010, we carried out a survey on the issue of sustainability with the help of the Tchibo
Expert Online Panel. The result: There is a fundamental interest in social and
environmental issues, but half of the respondents were unaware of our activities in this
respect and only one-tenth of respondents felt well-informed. These figures show
clearly that we have not yet been able to satisfy our customers need for information on
the topic of sustainability. In 2011, we will work even more rigorously to develop
measures that will keep our customers still better and more fully informed of our
ecological and societal efforts.

Service concept
We want Tchibo customers to feel right at home with us. We are dedicated to keeping
them satisfied with premium products and outstanding service. Our customers experience

our service not only through direct contact with our skilled and dedicated employees in
our shops, but also through the quick and easy ways to reach our customer services
department, such as email and telephone.

Shop service
Every day, Tchibo employees are at the side of customers with help and advice, making
them the face of our company. The trust that the Tchibo brand enjoys is based on these
peoples skills and passionate efforts. Therefore, Tchibo places great value on preparing
employees for customer contact as thoroughly as possible and on regularly keeping their
training up to date with courses and motivational training sessions.

Tchibo customers shop at the quality

experts
What the essence of Tchibos unique business model consists
in.
The Tchibo name stands for one of the most popular retail and product brands there is.
Our success is due first and foremost to our unique business model: Tchibo blends
expertise on coffee with a new experience every week of top-quality consumer goods at
fair prices.

We add emphasis to our superlative product quality standards by conducting rigorous

testing processes and comprehensive product checks. One of our central challenges in
this regard is increasing the amounts of sustainably produced raw materials we use. Our
extended concept of quality, which applies to all our products, encompasses and
prioritises social and environmental issues.

In this context, we are committed to encouraging our customers to adopt sustainable

consumption practices, and we assist them in doing so by promoting sustainabilityconscious purchasing decisions and environmentally and climate-conscious
behaviour.The ways in which we realise this range from saving energy and water in the
production of our goods to providing our customers with services around eco-tourism and
green electricity comprising 100 per cent hydroelectric power. We frame our commitment

in the context of consistent dialogue with customers, other companies, and political
representatives, aimed at encouraging climate-conscious practices.

Quality and safety

For both coffee and consumer goods, Tchibo applies the highest quality standards to its
product range. Tchibos customers can rely on the products they buy being safe and
having long useful lives all at fair prices.

Sustainable consumption
Tchibo consistently works to shape its product range to be even more environmentally and socially responsible.
However, our commitment will only bear fruit if consumers can identify sustainably produced goods and express
demand for them. With its attractive offers and specific communication with customers, Tchibo fosters sustainable
consumption that protects the climate.