WALDNER Brief - Nr. 172.pdf - Waldner Firmengruppe

Customers give WALDNER Laboreinrichtungen
good grades
by birgit.burger@waldner.de
For some years, customers have been rating WALDNER Laboreinrichtungen, a
factor that ultimately motivates all WALDNER Laboreinrichtungen employees to
improve this rating year on year. The rating is truly eagerly awaited: how do our
customers view us? Have we improved? Can we improve further? We talk to Marketing
Manager Stefan Holler about the opportunities offered by a customer satisfaction
survey.
WALDNER Brief: Mr. Holler, how long has WALDNER Laboreinrichtungen
been running a customer satisfaction survey and
what was the reason for initiating it?
Stefan Holler: We have certainly been asking our customers
regularly how satisfied they were with us and our performance
for the past ten years. We generally did this at trade
fairs, like ACHEMA in Frankfurt, however we had never
integrated these surveys into a continuous process. We then
decided as part of our ISO 9001 audit, to introduce a regular,
systematic customer survey to obtain a measurable and,
above all, comparable variable and to systematise customer
satisfaction. Only by doing so would we be able to measure
where we have improved or what our customers regard as
potential areas for improvement in our processes. These
ratings have now become an unbelievably important tool for
our management team upon which many of our fundamental
policy decisions are based.
WALDNER Brief: Have we improved since the first survey
or – as we certainly hope not – worsened?
Stefan Holler: The surveys and results of the last seven
years show a clear upward trend – improving from a 2.2
rating to a 1.9. This average rating is made up of several
individual marks, covering customer satisfaction with sales
in general, with our project management and also with our
processing of complaints, our reaction times and the quality
of our laboratory furniture.
WALDNER Brief: How are the customers surveyed identified?
© Sven Bähren - Fotolia.com
Stefan Holler: We generally survey all key decision-makers
on projects worth more than about 50,000 euros – up to now
only in Germany. Basically we establish again and again
that our customers are very satisfied with our new SCALA
laboratory furniture system.
Internal
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