In early 2020, we will re-engage with our customers
with a follow-up survey to assess whether and to what
extent we as a company have improved our customers’
experience with AAK.
23
Customer survey – We listen, we care, we act!
In 2018, AAK conducted a global customer survey to
assess whether we live up to our promise of being our
customers’ first choice for value-adding vegetable oil
solutions, and to create lasting value for our customers.
More than 2,000 contacts were invited to participate
in the survey. The response rate was high and the input
has provided us with key insights as to what we should
do to further improve our abilities to deliver upon our
customers’ expectations. A concrete action plan has
been put into place across business areas, regions,
segments, customer company groups and customers.
The partner for the right sustainable solution
At AAK, we put customers first and that is why “Our
Customers” is the first pillar in our model for sustainable
growth. Through our unique co-development approach,
we are very close to our customers’ businesses, and
therefore we have a singular understanding of our
customers’ needs and what role we can play to meet
them.
In 2018, we saw an even bigger increase in the
demand for highly sustainable solutions. An increasing
part of the dialogue with our customers was therefore
focused on developing the right solutions with the right
sustainability standards for their specific needs. This
was especially the case for the global consumer goods
companies as well as our European and North American
customers.
The key topics were our responsible sourcing practices
for our many raw materials, and the different solutions
that we provide. As a multi-oil company, we have been
approached for solutions beyond palm oil, especially for
the European market. From a sustainability perspective
it has proven important that we fully understand the
needs and focus areas so we can guide our customers
to the right solution, regardless if it’s palm or non-palm
based.
Our aim is to support our customers in safeguarding
their brands and in making the best possible sustainability
choices. Therefore, we have put a lot of effort
into ensuring that our Sales Managers and Customer
Innovation Managers can be good sparring partners for
our customers. This has been done through training,
identifying champions in the organization to support
them, and providing the right materials and tools to help
them identify or develop the best solutions. Our many
Customer Innovation Centers globally have also played
a key role in ensuring that the solutions are right both
from a sustainability point of view and with regards to
the right functionalities for our customers’ applications.
Anne Mette Olesen
Chief Marketing Officer