UNDERSTANDING OUR CUSTOMERS
Putting the customer first: our Customer Experience programme
Our drive to improve as a customer centric company starts with our Customer Value Proposition. The only thing that matters to us is what matters to our customers. Through continuous, regular collection of performance feedback, we learn what we are doing well and where we're falling short.
We have designed a holistic Customer Experience approach which focuses on eight touchpoints, which are specific events or activities defined by our customers as crucial to their relationship with us. These are the ‘moments of truth’ where we cannot fail to deliver and must aim to ‘delight’ the customer. The programme 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
- Strengthen a customer-based mindset across our organisation.
We piloted the Customer Experience programme in 2017 and started the roll out to our clusters at the start of 2018.
Product labelling and consumers
Sustainable product labelling continues to drive consumers and therefore also our customers. According to our consumer environment survey, over 90 percent say they often or sometimes look for environmental logos when shopping for beverages and 53 percent say that environmental logos make them more likely to consider a brand. And, because one out of every two consumers globally recognises the Forest Stewardship Council™ (FSC™) label, our support for FSC labelling is helping drive positive consumer choices.
The FSC license code for Tetra Pak is FSC™ C014047.
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 (2019) polled 7,500 consumers across 15 global markets. Key findings include:
- 86 percent expect an increased focus on environment issues in the next five years.
- 53 percent say that environmentally sound packaging can drive brand preference – an increase versus 43 percent in 2017.
- Social networks have risen sharply in popularity since 2017 to become the most favoured channel for information about food and beverage packaging, cited by 21% of consumers. At the same time, on-pack information saw a decline from 26% to 20%.
- 91 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 (50 percent), followed by food waste reduction (44 percent).
- Environmental products appear to be more readily available and recognisable, with barriers decreasing, particularly in developing countries.