While the distinctive bulrush in Pindstrup’s logo on bags of sphagnum is likely familiar to most garden enthusiastic Danes, few people know that Pindstrup is in fact a global, billion DKK enterprise. What began more than 100 years ago as a peat operation in the town of Pindstrup on Djursland now supplies growing media and sphagnum to professional growers in more than 80 countries worldwide.

SITUATION
Pindstrup has grown significantly over the more than 120 years the company has existed and today employs more than 800 people across seven production facilities around the world. This growth has occurred both organically and through acquisitions.
Pindstrup operates with both its own employees and external partners across different markets. In addition, Pindstrup is a highly innovative company that continuously develops new products, making customer feedback essential in order to align offerings with customers’ needs and experiences.

For these reasons, Pindstrup’s management approached Loyalty Group to gain both a consolidated overview of customer satisfaction and a systematic approach to customer feedback. In short, the objective was to establish a strong and reliable foundation for a more customer-centric approach – a strategic priority for Pindstrup.

SOLUTION
It was concluded that a Voice of Customer program (VoC) would be the most effective way to create clarity and structure in a large and complex market. We therefore designed, established, and executed a comprehensive customer survey covering 89 markets in 10 different languages.

Among other things, the program was intended to ensure that Pindstrup consistently delivers the most relevant products to its customers – as there are surprisingly many variables within sphagnum. Some customers prioritize growing conditions above all else, others focus on cost, while some demand more sustainable products.

Customer preferences, priorities, and not least satisfaction with Pindstrup were mapped through the VoC program, giving the company a concrete, systematic overview of the situation across more than 80 markets worldwide.

RESULTS
The survey results were first presented to senior management, followed by a workshop in Amsterdam with the global sales organization. Here, the results were presented, discussed, and prioritized. The insights gathered will now be translated into even closer customer relationships.

Looking ahead, Pindstrup wants Loyalty Group’s VoC program to be a recurring initiative – and a stable stepping stone on the journey toward a more customer-centric business.