The survey, which was carried out by Opticom International Research, involved interviews with 130 customers in 12 countries. The customers were asked to evaluate Holmen Paper in such areas as delivery service, product quality, technical service, business relations, personal contacts and the company’s general image. The results were then compared with the most important competitors. “Our customers refer to reliability, a high level of professionalism and service-mindedness as qualities in which Holmen Paper excels. But the results also show we have to do better in other areas,” says Henrik Sjölund, Marketing & Sales Director at Holmen Paper.

The study ranks the criteria that customers consider to be most important. At the top of the list is correct delivery together with runnability, printability and quality uniformity of the products. Personal service and confi dence in the suppliers’ account managers are also rated highly and Holmen Paper receives top marks in this area.

“The market is exceptionally demanding and the customers’ feedback will therefore lead to concrete action and improvements. This will involve employees at every stage along the chain,” says Henrik Sjölund. When the overriding goal – to be the customers’ supplier of preference – was decided on, four value concepts were adopted as the foundation of Holmen Paper’s development process: customer focus, professionalism,
courage and commitment.

“Customer focus is the central concept. The customers’ perception must always guide our development activities and make us the partner they prefer to work with,” says Henrik Sjölund. To follow up the company’s development process, surveys will be carried out regularly at 18-month intervals.

This article was originally published in Holmen Business Report in 2009.

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