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Purpose of the paper: This paper has a dual objective: it explores how to build an effective awareness/education program in terms of customer education (CE) and verifies how this can lead to improved satisfaction and whether customers find value in the education involved in these programs.

Methodology: It consists of a literature review on the role of CE, a description of two models-the ‘5Ms’ CE Model and that of Honebein and Cammarano, and adaptation/application of these to two major Italian coffee firms via qualitative research.

Findings: Findings indicate that the adapted models fit well with the coffee industry and outline CE dimensions which-if applied-could help underpin increased customer satisfaction in the B2D (business-to-distributor) sector.