CUSTOMER INSIGHT - HOW A DEEP CUSTOMER UNDERSTANDING DRIVES REVENUE AND SALES AT AHLSTROM-MUNKSJÖ
Customer insight is part of Ahlstrom-Munksjö’s business model. Building on continuous and in-depth customer insight secures the long-term competitiveness of the business operations. One of the main tools used for customer insight is the Voice of the Customer study, which is regularly carried out on a global level.
The study is done to secure that Ahlstrom-Munksjö understands its customers’ needs, expectations and market trends and it enables a continuous improvement of the customer experience. It also identifies opportunities to add further value to our customers and to further strengthen the competitive advantage.
Ahlstrom-Munksjö’s business model is based on a deep and broad customer understanding and with a target to be the customer’s preferred partner. In-depth knowledge of the customer is crucial when you offer technically advanced solutions with a high degree of customization and level of service.
The results in the latest study showed that over 80 per cent of Ahlstrom-Munksjö’s customers have a positive attitude towards the company and that almost 90 per cent of customers are likely to choose Ahlstrom-Munksjö again.
“We believe that customer insight is always linked to action, which means using the insights from the study to drive better business decisions and measurable results. Our Voice of the Customer-survey includes around 350 in-depth phone or face-to-face interviews and around 200 web surveys with selected key customers. The study provides insights to better understand the customers’ needs and especially how their attitudes develop over time”, says Sakari Ahdekivi, Deputy CEO and EVP Corporate Development.
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