Global luxury coffee brand boosts customer satisfaction and sales in the Canadian market

The goal

To uphold a premium brand image by delivering bilingual omnichannel customer support to Canadian consumers and business clients — while overcoming operational constraints and driving measurable improvements in satisfaction, sales and employee engagement.

The outcome

+7 pt

increase in CSAT for voice, achieving 74%, vs. client’s target of 72%

40%

increase in machine sales; Canada became the #1 market globally for sales within the brand

3.8%

employee turnover, vs. client’s target of 4%

The challenge

A leading luxury coffee brand renowned for quality faced a key challenge in Canada: delivering bilingual, omnichannel support consistent with its high global standards. The in-house team struggled with bilingual talent shortages, inconsistent integration across channels and limited ability to personalize each experience.

These issues were intensified when an onshore partner could not support remote work — causing a notable dip in customer satisfaction, especially as the company’s VIP club members valued premium care, in both English and French.

The solution

Solution delivered from Morocco to Canada

Industry
Retail & e-commerce

Channels
Voice, chat, social media, email

Languages
English, French

Seeing the need for change, the brand launched a pilot with Foundever®, initially engaging 10 agents in Morocco — selected for their outstanding bilingual skills — to begin supporting service levels ahead of the busy peak season. Success quickly brewed: within six months, the team scaled to over 100 agents.

The agility and innovative approach from Foundever secured a long-term partnership, launching with 250 agents in Rabat across both B2C and B2B lines.

As the client’s exclusive outsourcing partner for Canada, Foundever now delivers:

  • Multilingual support in English and French
  • B2C and B2B customer service and sales (inbound/outbound)
  • B2B technical support: Level 1 triage and Level 2 escalations
  • Dedicated support via voice, chat, social and email channels

Results

+7 pt

increase in CSAT for voice, achieving 74%, vs. client’s target of 72%

40%

increase in machine sales; Canada became the #1 market globally for sales within the brand

3.8%

employee turnover, vs. client’s target of 4%

The impact is significant. With a blend of high-touch service and effective sales strategies, the client experienced major gains:

  • CSAT rose from 60.2% in 2023 to 67% in 2024, then surged to 74.4% by March 2025
  • Canada operations achieved the #1 global sales rank and #2 in CSAT for the brand
  • Machine sales increased by 40%, capsule sales by 17% and total orders by 12% year-over-year
  • Employee turnover is just 3.8%, outperforming the client’s target of 4%
  • Absenteeism is 2.7%, well below the 6% goal

A dedicated coffee lab at the Rabat center enhances agents’ product and technical expertise to deliver even richer customer experiences. Monthly innovation showcases and site visits from client stakeholders ensure solutions stay aligned, while on-the-ground leadership keeps operations focused and continuous improvement front and center.