Much more than just an indicator: NPS analysis to optimize feedback, by Voith Paper

As a solutions provider for paper mills worldwide, Voith Paper continually strives to evolve the service experience it provides to the industry. When this focus is on meeting the needs of each manufacturer, the company has identified the Net Promoter Score (NPS) as more than a satisfaction indicator: it's the starting point for a standardized process that delivers customized responses guided by the optimization opportunities customers bring to these evaluations.

The greater the interaction with the NPS survey, the more personalized, assertive, and consistent the feedback shared with the companies served by Voith Paper, always guided by contributing to performance gains in their operations and the generation of value in their businesses.

"We constantly ask ourselves how we can surprise our customers, and it's crucial to be guided by the expectations of the companies we serve. Through customized feedback, we demonstrate to manufacturers how evaluating our NPS contributes positively to their operations," says Antonio Lemos, president of Voith Paper in South America.

Touchpoints evaluated: by the customer and for the customer

Using the Voith Paper CRM platform database, survey formats based on the NPS methodology are automatically generated to assess different dimensions of satisfaction with service quality.

The relational survey is aimed at customers invited to evaluate their relationship with Voith based on their points of contact. At the transactional level, NPS is measured at all levels of interaction in the proposal submission process. In this case, the assessment can be applied to contacts with companies from the competitive stage, through the presentation of technical proposals, to completed deliveries or those that did not generate business.

Each request received in NPS assessments – mainly through comments or indicators calculated to identify the proportion of promoters in relation to neutrals and detractors – is handled internally by Voith Paper with a focus on generating value for the customer, who contributes their perception on how to optimize the service experience received.

Engaged areas, solution-oriented feedback

Depending on the customer's needs during these survey interactions, responses are forwarded to the relevant Voith Paper departments. Quality, Sales, Technical Services, Customer Service, Back Office, and Engineering are among the teams involved in developing customized feedback for manufacturers.

The process is standardized so that all manufacturer comments receive the same direction until they are converted into solutions. In this context, reviews classified as promoters, neutral, or detractors share the same purpose: the opportunity to evolve in the excellence and experience provided.

"We follow a process to ensure that this analysis of the optimization opportunities presented is always linked to an effective and personalized assertive solution that makes sense for the client by meeting the expectations or needs we identified in the assessment," he adds.

Although the spirit of partnership and proximity are consolidated attributes of Voith's long-standing relationship with the industry, the ability to capture, between the lines of an NPS survey response, very specific aspects of what each customer envisions in terms of service is crucial to a customer-centricity strategy – emphasizes Lemos.

"As customers begin to see value in this interaction, their contributions to the NPS survey are our starting point for surprising them. We hope that more paper companies will feel motivated to build this cycle of excellence with Voith Paper," concludes Antonio.