Customer Satisfaction and Product Quality – Klabin

Customer Satisfaction and Product Quality

MONITORING THE MACRO CONSUMER TRENDS AND UNDERSTANDING THE WISHES AND NEEDS OF THE CONSUMER TO BETTER SERVE CUSTOMERS ARE GUIDING FACTORS TO KLABIN’S PERFORMANCE IN ORDER TO ADD VALUE TO ITS PRODUCTS AND DEVELOP NEW MARKETS

—  Performance focused on new consumer behaviors

(GRI 103-1, 103-2, 103-3)

Market leadership in a number of segments increases Klabin’s responsibility to anticipate consumer trends, sustain its quality and customer satisfaction, and add value to its products and services. Therefore, the company invests in research, innovation, technical support and process improvement, taking into account sustainability aspects.

In this sense, Klabin’s technical and commercial areas seek updates through frequent participation in market and customer events, as well as working in synergy with the Research and Development area, directing their actions to offer solutions that increasingly incorporate concepts such as sustainability, practicality, savings and personalization. Learn more in Research, Development and Innovation.

 

WHAT MACRO TRENDS SUGGEST

  • Convenient and easy-to-handle packaging
  • Biodegradable products and renewable sources
  • Virgin fiber packaging that comes into direct contact with food
  • Alternative packaging to plastic for various applications
  • Packaging with an open/close system to avoid waste and productloss
  • Transport packaging that serves e-commerce, customized asneeded, that impacts the final customer

—  The customer is the main focus

Klabin has been working to become increasingly closer to its customers and has promoted changes in the commercial areas of its Packaging Business Unit, responsible for the manufacture of corrugated board packaging and industrial sacks.

In addition to merging a few departments of these two business fronts into a single Customer Services area, the New Markets and New Products area was established in 2018 and consolidated in 2019. This strengthens the company’s position to anticipate the demands as per the most current consumer trends, adapting its structure to develop products according to a model that values co-creation and faster time-to-market of its solutions. Klabin also creates conditions to increase its participation in niche markets, with products of high added value.

—  Relationship and interaction channels

(GRI 102-43, 102-44)

In addition to frequent telephone and e-mail consultations and technical visits, which represent important feedback opportunities, the application of surveys is another important tool for customer relations.

All of Klabin’s businesses conduct annual satisfaction and/or perception surveys in order to identify strengths and opportunities to improve their products, processes and operation. In general, the surveys include criteria to measure quality, safety, training and technical support indicators. The most recent surveys have sought to increasingly include sustainability items.

—  Surveys guide continuous improvement projects

(GRI 102-43, 102-44)

In 2018, the Pulp Business Unit applied the second customer satisfaction survey, based on the 2017 base year. The customers consulted were selected based on criteria such as volume and strategic locations in the domestic and external markets. The response rate of more than 60% accounted for about 92% of the traded pulp volume, 2 percentage points higher than in the previous survey. The issues covered aspects such as negotiation process, documentation, response time, visual presentation and product performance, technical support, among others.

The average satisfaction index of 4.1 (on a scale of 0 to 5) – between “very satisfied” and “excellent” – remained close to that obtained in the previous survey. However, the 2018 consultation and its results represent an improvement in terms of representativeness for Klabin, since it was the first consultation that encompassed a full year of operation of the Puma Unit, launched in 2017.

Among the contributions to the Pulp Business are the evaluation of fiber blends, the visual improvement of coils and the printing of bales, as well as adjustments to meet specific legislation and regulations, in the case of the food industry.

 

KLABIN IN E-COMMERCE

Aware of e-commerce growth in recent years, Klabin expanded its operations in this segment in 2018 by structuring a 100% digital platform for paper packaging sales – Klabin for You – which started operating in 2019 but is still restricted to the city of São Paulo. The channel focuses on offering affordable custom solutions for businesses of all sizes (https://inspirese.klabinforyou.com.br/).

The move reinforces the strategy of developing solutions for renewable and recyclable paper packaging, ensuring the company’s goal of delivering more than just a product, but also an experience and customization based on society’s trend of making more sustainable choices.

Klabin has been seeing major business opportunities in e-commerce for years, such as its partnership for the exclusive supply of corrugated board packaging to Mercado Livre since 2017. In addition to these two operating fronts – its own platform and supply to e-commerce companies – Klabin also has partnerships with major Brazilian companies in the consumer goods and food industries, which also sell on the internet using the company’s paper packaging.