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Hartmann

The goal: target and prioritise initiatives aimed at existing customers
– the approach was to create a clear picture of customers’ experiences and preferences

SITUATION

Among other things, Brødrene Hartmann A/S is Europe’s largest producer of egg packaging and has a turnover of DKK 1.6 billion. As part of a larger quality development project, Hartmann wanted a better view on customers’ experiences and preferences in their collaboration, to be able to target and prioritise the many initiatives identified during the project.

SOLUTION
Together with Loyalty Group, Hartmann carried out a comprehensive customer survey in 16 languages across 33 countries. Loyalty Group was responsible for designing and executing the study and subsequently deliver analyses, reports and tailored results in the form of strategic KPIs for top management, for those responsible for the various markets and, not least, individual customer reports for each Key Account Manager. In addition, Loyalty Group ran workshops and special training programmes for the global sales team.

RESULTS
Through the collaboration with Loyalty Group, Hartmann gained detailed insight into its relationships with its customers. The process has helped optimise Hartmann’s value chain, product quality and complaint handling – all factors that have contributed to increased customer loyalty and continue to contribute to growth and earnings.

Services delivered

Design of VoC program (Voice of Customer)

Clarification of insight and reporting needs (output)
Definition of target groups (respondents)
Definition of respondent data (existing data)
Definition of questionnaires
Definition of reporting and success criteria
Definition of follow up structure

Data collection

Baseline survey (Blue print)
Relational customer surveys

Analysis & reporting

Driver analysis
Descriptive analysis
Business analysis
Critical customer processes (Closed loop)
PowerPoint reporting

Implementation

Results review
Results workshop (prioritization)
Action plan workshops

Our future competitiveness is increasingly defined by our ability to understand our market and our customers. We have to get it exactly right with our products and our ability to create value for our customers – otherwise the market will punish us severely. That is why we decided to bring the customer perspective deeper into the quality project, so that we could assess our business development from perhaps the most important perspective of all: our customers.

– Per V. Frederiksen, Group Director, Hartmann

Development projects often fail at the handover from management concept to implementation of the solution. We were delighted to find that Loyalty Group had the same experience and even had a solid proposal for meeting this challenge. Our sales managers are used to working intensively and decentrally, so it was a matter of giving them some tools to add a new dimension to their dialogue with customers.

– Claus Stig Pedersen, Director, Hartmann

We have launched or continued three strategic projects, all aimed at addressing the most important reasons for loyalty among Hartmann’s customers. All three projects have far-reaching consequences for the way we interact with our customers. They are projects to optimise our value chain, our product quality and our complaint handling. We firmly believe that these projects – together with the operational work our sales managers do every single day – will increase our customers’ loyalty and thereby contribute to our future growth and earnings.

– Per V. Frederiksen, Group Director, Hartmann