Satisfied customers and consumers
Customer understanding and consumer insight are at the core of determining which products and services SCA develops and how it delivers innovations to the market. Customer and consumer satisfaction is a measure of how well these products and services meet or exceed customer and consumer expectations.
SCA has different methods to gain customer understanding and consumer insight, such as monitoring macro trends to identify changes in behavior, home visits, focus group meetings, in-depth interviews, interviews with SCA sales representatives and monitoring activities on SCA’s online and social media sites.
Customer feedback enables SCA to offer better products and solutions. Every business unit has methods to investigate customer satisfaction.
The hygiene operations conduct a systematic customer follow-up. This includes both external reports, independent surveys and global systems for customer feedback.
SCA also offers expertise and support for the development of operations at such institutions as nursing homes, where SCA can make a difference and create value for its customers and users. SCA places high value on opportunities for direct customer contact.
The retail trade accounts for a significant part of SCA’s sales. The Group uses external comparison reports in which the largest retail chains assess their suppliers based on customer service, logistics, sales support, marketing and product development. Consumers who purchase retail products are followed up through general brand and product recognition surveys.
SCA has a global SAP-based complaint handling system that was introduced in 2011. The Group seeks to compensate unsatisfied customers directly and determine whether a need exists for further measures beyond the individual case. For example, production personnel receive feedback to determine whether a production fault was the underlying cause. User complaints and opinions provide valuable consumer insight and it is important that the knowledge gathered is transferred to the organization.
Complaints have remained at a stable and low level in recent years. For Personal Care products, the complaint frequency is lower than one in a million supplied products. In the Tissue operations, the corresponding figure is 3.2 per thousand tons.