Customer Satisfaction and Product Quality
UNDERSTANDING THE CUSTOMERS’ NEEDS, AS WELL AS MONITORING CONSUMER BEHAVIOR AND TRENDS GUIDE KLABIN’S ACTIVITIES TO ADD VALUE TO ITS PRODUCTS AND DEVELOP NEW MARKETS
— Being a leader means establishing a commitment with customers
(GRI 103-1, 103-2, 103-3)
Being the market leader in several segments increases Klabin’s responsibility to maintain the quality of its products and add value to customer relationships through the provision of services, technical support, product development, and improved processes, taking into account sustainability aspects.
Practical examples of actions focused on this concept include the provision of services such as inventory management, training on packaging storage optimization, and sharing waste reduction practices. In addition, Klabin’s Packaging Unit has been developing feasibility studies to automate its customers’ production lines, focused on Industry 4.0. (G4-DMA)
— Research shows the way
(GRI 102-43, 102-44)
All of Klabin’s businesses carry out annual satisfaction and/or perception surveys in order to identify strengths and opportunities to improve its products, processes and operation. In general, the surveys include criteria to measure indicators of quality, safety, training and technical support, and the company has gradually sought to introduce sustainability items. Customer feedback and insight are also obtained at various times, such as during commercial and technical visits or during specific consultations.
— Consulting clients in the first year of operation
(GRI 102-43, 102-44)
The Pulp Business Unit carried out its first systematic consultation with customers in 2017, taking 2016 as the base year. Although it does not cover a full year, given that the Puma Unit started production in May 2016, the satisfaction survey provides important inputs for a segment in which Klabin recently started operating, integrated to the company’s growth strategy.
The survey was conducted by an outsourced consulting firm within the domestic and foreign markets, directed at customers selected based on criteria such as volume and strategic points. The company obtained a nearly 50% response rate, representing approximately 90% of the pulp sales volume. The questions addressed issues such as the negotiation process, documentation, time, visual presentation and product performance, technical support, in addition to items related to perception that included questions about knowledge of Klabin’s social and environmental performance.
Most answers fell between the range of “good” and “excellent”. Issues for improvement that lead the company to seek solutions and develop action plans include designing a coil with a greater diameter to allow more time between replacements.
The 2017 survey report should be completed in mid-2018 and it will display the results in a more quantified manner, with scores ranging from 0 to 5 for perceptions.
>> SURVEY PROVIDES IMPORTANT INPUTS FOR KLABIN’S OPERATIONAL STRATEGY IN THE PULP SEGMENT <<
From customer to consumer
Understanding the customers’ needs goes beyond promoting improvements in products and processes. Following consumer trends is essential for developing Klabin’s business strategy, especially when considering that its products reach the consumer on a daily basis, through its customers. By keeping a close eye on consumer behavior, the company is developing projects to meet the e-commerce needs and the continuous search for biodegradable products and renewable sources. Learn more in Research, Development and Innovation.
— Best practices
Packing consumer wishes
Partnership with the largest marketplace in Latin America strengthens Klabin’s operational e-commerce strategy
A tradition in the United States that is becoming increasingly popular among Brazilian consumers, Black Friday has given Klabin the opportunity to establish a promising partnership in e-commerce. The first tons of corrugated board were directed to this action, which is already the main promotional date of retail in Brazil.
Klabin has been keeping a close eye on online retail for some time, especially because many of its customers that already use packages in their physical stores may eventually purchase packaging for their e-commerce sales. Thus, the opportunity arose to establish a partnership with a big marketplace, a business model that covers e-sales from multiple companies in a single platform.
In 2017, Mercado Livre represented an opportunity for Klabin to show that it is prepared to meet the needs of a segment that, although small in Brazil – representing slightly over 4% of retail sales -, has the potential to grow.
>> WE WANT TO OFFER PACKAGES TO CREATE POSITIVE VALUE FOR THE ENTIRE CHAIN <<
The consumer’s role
For Klabin, understanding the environment and customer’s needs is the key to providing services and developing products. Paulo, Kulaif, the South and Southeast Regional Manager of Klabin’s Packaging Department, immersed himself in this concept. “I don’t have the habit of buying things, but I started purchasing e-commerce products to see what it was like”, he says. The result emphasizes what he and the team already knew: packaging is an important factor in the consumer’s buying experience. “We want to offer packages to create positive value to the entire chain”, he adds.
After several meetings, negotiations and visits involving a multidisciplinary team with professionals from various fields, Klabin finally participated in one of the most important e-commerce actions: Black Friday.
Always following trends, the company already has other projects for this segment, such as customized packaging. Examples include zipper carton boxes, drawstring bags with adhesive closure for clothing, and bottle boxes recessed on the top and bottom for better shock absorption. Services include rationalization of the logistics chain, offering collapsible packaging for better use of storage space and automating the client’s production line, in addition to making technical visits and providing training on packaging use.