Waterdrop: From first meeting to long-term loyalty

• Ten years ago, hydration was mostly about convenience, today it is much more about conscious choice. In the coming years, the customer experience will become even more personalized and data-driven, says Eliška Rezníček Dočkalová, the new regional and global CX (customer experience) leader at Waterdrop CEE.

– With Waterdrop’s rapid international growth, how do you see consumer habits changing in recent years, especially in the sustainable and health-conscious market?

– Ten years ago, hydration was mostly about convenience. Today, it’s about conscious choice. Consumers read ingredient lists, question sugar content, and think about packaging waste. Hydration is no longer just about quenching thirst it has become part of a broader lifestyle decision. We see a strong shift toward products that combine health, functionality, and sustainability. Customers want clean ingredients, no unnecessary sugar, and less plastic. What’s particularly interesting is that health and sustainability are no longer separate conversations; they are increasingly connected. People want solutions that are practical, tasty, and responsible at the same time. This shift is visible across all our key markets.

– Based on press releases, Microdrink represents a completely new consumer category. What are the challenges of introducing such a new product type in different countries, and how do consumers react to it?

– Creating a new category always requires education. Microdrink is a small, sugar-free cube that dissolves in water. This concept is different from traditional bottled drinks and needs explanation. The biggest challenge is helping customers understand the product for the first time. However, once they try it, the feedback is very positive. They appreciate the taste, the simplicity, and the fact that they can drink more water while producing less waste. In many countries, consumers are open to innovation if it brings clear benefits, especially when it supports both health and sustainability.

– Waterdrop uses 98% less packaging compared to bottled drinks. To what extent does sustainability influence consumer choices in the region, and what role does it play in brand building?

– Using up to 98% less packaging compared to traditional bottled drinks is a key commitment for us. Sustainability has a growing influence on purchasing decisions. Consumers pay attention to packaging type, transport, and ingredients. In Central Europe, we see increasing sensitivity to environmental topics, especially among younger generations. For Waterdrop, sustainability is not just part of communication – it is a strategic pillar that shapes our products, design, and customer experience.

– As a global CX leader, how do you define Waterdrop’s customer experience, and where do you see the biggest opportunities for improvement – both online and offline?

– Customer experience is the sum of every interaction a customer has with the brand from first awareness to long-term loyalty. It’s not just about transactions; it’s about how the brand makes people feel. Online, the priorities are simplicity, personalization, and frictionless purchasing. Offline, it’s about immersive brand experience and human connection. The biggest opportunity lies in connecting data, technology, and human interaction more intelligently, so every touchpoint feels consistent and intuitive. The goal is simple: customers should never have to “figure out” how to interact with us. The experience should feel natural.

– In your previous job, you worked in a completely different industry. What experiences did you bring with you from Kiwi.com that you can now use to improve the customer experience at Waterdrop?

– From my experience at Kiwi.com, I bring the ability to navigate a fast-paced, highly performance-driven environment where customer centricity is non-negotiable. It is a strong tech and product organization that fully leverages data, AI, and automation across virtually every area, and that systematic mindset is something I am bringing with me. I focus on increasing process efficiency, clarity, and consistency, supported by smarter use of data. In customer experience, this translates into designing journeys so intuitive that customers ideally do not need to contact us at all. And when they do, the solution should be immediate, precise, and delivered with the highest standard of care.

– Microdrinks have the advantage of being easy to store, do not require refrigeration, and are quick to prepare. How can this convenience factor be made more prominent in the purchase process, and what digital solutions can help with this?

– Simplicity is one of the strongest advantages of Microdrinks. They are compact, practical, and ready in seconds. In the purchase process, we want to highlight this benefit more clearly through simple usage communication, lifestyle-based recommendations, and curated bundles. Digital solutions such as personalized recommendations, subscription models, or automatic refill reminders help customers save time and simplify their decisions.

– Waterdrop is present in several countries. What are the biggest differences between regions in terms of customer expectations, taste preferences, or purchase channels?

– Although we operate in multiple countries, local specifics still matter. Taste preferences differ; some markets prefer stronger, fruitier flavors, while others choose lighter and fresher profiles. We also see differences in purchasing behavior: in some regions, e-commerce dominates, while in others, physical retail remains very strong. However, the core expectations are similar everywhere: quality, transparency, and reliable customer service.

– Microenergy cubes offer a natural caffeine-containing alternative. What do you find: are customers looking for a healthier alternative to energy drinks, or are they attracted by the practicality?

– We see a combination of both motivations. Customers are looking for a more natural source of energy without high sugar content and without the traditional energy drink format. At the same time, they value the practicality of a small cube they can prepare anywhere. The “clean energy” trend is particularly strong among younger and active consumers who want performance but also care about ingredients.

– Waterdrop places a particular emphasis on design – bottles, packaging, accessories. How important is visual experience in customer decisions today, and how do they shape this in their strategy?

– Visual experience plays a very important role today. Products are part of everyday life and also part of personal style. That is why we focus on clean, minimalist design that is both functional and aesthetic. Design supports our brand values – sustainability, quality, and a modern lifestyle. A strong visual identity helps create an emotional connection with customers.

– In what direction will Waterdrop’s customer experience strategy develop in the coming years, and what new technologies or trends will shape this the most?

– In the coming years, customer experience will become even more personalized and data-driven. Artificial intelligence and advanced analytics will help us better understand customer preferences and offer relevant products at the right time. At the same time, the human dimension remains essential to trust, transparency, and authentic communication. Technology is a tool, but strong customer relationships are built on emotion.