Understanding our customers

Many of our relationships stretch back for years – and even decades. We attribute this to mutual partnerships based on a common desire to find the most sustainable, cost-effective solutions to complex challenges.

​Tracking customer satisfaction

Our annual Relationship Customer Satisfaction survey, along with other transactional surveys, help us stay ahead of market trends and meet the evolving expectations of our customers. In 2016, we saw positive scores yet again across all areas, with particular strengths around partnerships, our commitments to food safety, marketing and environmental impact, as well as marked improvements in innovation. The survey also identified areas for improvement including faster resolution of issues and line performance. We have set up cross-functional teams to address these areas and set up action plans.

We are also creating a holistic 'customer experience' methodology that is aligned to our Customer Value Proposition and puts the customer at the heart of every transaction. It aims to:

  • effectively and rapidly address customer needs and issues arising from feedback throughout the entire customer journey;
  • incorporate customer insights in standard business processes and use customer feedback data to build long-term strategies, inform business decisions and drive continuous improvement; and
  • strengthen a customer-based mindset across the organisation.

Product labelling and consumers

Sustainable product labelling continues to drive consumers and therefore also our customers. According to our consumer environment survey, over 80 percent say they often or sometimes look for environmental logos when shopping for beverages and 56 percent say that environmental logos make a brand more trustworthy. With a quarter of consumers recognising the FSC™ logo, our support for FSC labelling is helping drive positive consumer choices.

Consumer insights

Our biannual environment survey offers an insight into the environmental expectations of global consumers, allowing us to identify market opportunities and threats, as well as share insights and engage our customers. Our most recent survey (2017) polled 6,500 consumers across 13 global markets. Key findings include:

  • 85 percent expect an increased focus on environment issues in the next five years
  • 43 percent say that environmentally sound packaging can drive brand preference – an increase versus
    39 percent in 2015
  • On-pack communication is the preferred channel of communication for environmental information
  • 81 percent say they look for environmental logos on the products they buy, while one in four recognise the FSC label
  • Recycling is the most frequent activity undertaken by consumers (52 percent), followed by food waste reduction (43 percent)
  • Environmental products appear to be more readily available and recognisable, with barriers decreasing, particularly in developing countries

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