Secret View Experience of the Month January: Kaldi Tilburg
12/3/2025
Congratulations, Kaldi Tilburg: You’ve won the Experience of the Month Award! Every month, our mystery shoppers visit thousands of stores to evaluate service, hospitality, and overall customer experience. From all these visits, we select one experience that truly stands out. This month, that honor goes to Kaldi Tilburg, where our mystery shopper left the store feeling like a true barista!
Attentive and customer-focused
Owner Jurgen van den Noort exceeded our mystery shopper’s expectations with his exceptionally friendly approach, attentive listening, and expert explanations: "I have never experienced service like this before. The employee was welcoming and made it clear that he was highly knowledgeable. For example, he explained why some coffee beans are roasted lighter than others and how that affects the flavor. When I left the store, I genuinely felt I had gained more knowledge about coffee beans!"
In July 2024, Jurgen took over the Kaldi store in Tilburg. Since then, the shop has expanded its selection with a dedicated section for coffee beans and machines while also focusing heavily on service. According to Jurgen, the store’s success lies in its customer-first approach: "Since taking over, we have focused much more on service. This means truly listening to our customers, asking them how they like their coffee, and putting ourselves in their shoes. This approach has paid off, both in terms of sales and in the positive scores from Secret View’s customer experience research."
Recognition for their personal approach
Jurgen sees winning the award as a team effort: "This store keeps growing. With our personal approach and the dedication of our entire team, we work on customer experience every single day. It’s truly embedded in our way of working."
Secret View’s mystery shopping research provides valuable voice of customer insights and confirms that a customer-focused approach works.
"Mystery shoppers give us a clear picture of what’s happening in the store and how customers truly experience it. In fact, we have even gained a few regular customers thanks to the customer experience research. This proves how essential great service is!"
An inspiring example
Not only has Kaldi Tilburg seen steady growth in revenue and customer satisfaction, but it has also become an inspiring example for other stores. Jurgen’s advice to fellow retailers? "Listen more and ask more questions. The more you understand your customers, the easier it becomes to meet their needs; resulting in higher customer satisfaction and sales."
Once again, congratulations, Kaldi Tilburg, on this well-deserved award!
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