Value Chain (suppliers and customers)
Understanding the needs and potentialities of our customers, with the purpose of offering sustainable products and solutions, through a relationship that favors long-term connections. Supplier management in accordance with the company’s social and environmental criteria, aiming at the development of local suppliers and the reduction of adverse impacts throughout the value chain.
The satisfaction survey conducted in 2020 was the first since the merger of Suzano and Fibria, which occurred in early 2019. Because it is a new company, Suzano decided not to conduct a customer satisfaction survey during its first year of operation, since it would be important to have a customer relationship for at least one year in order to measure customer experience during this cycle.
In addition to the NPS (Net Promoter Score), the satisfaction survey took into account the four pillars of Suzano’s relationship with its customers, namely: commercial, back office, logistics, and technical assistance.
The survey was conducted by a third-party institute specializing in confidentiality. Overall, the evaluations were positive: 78% of the customers are very or completely satisfied, complimenting the good relationship, respect, and long-term partnership.
Eucafluff is increasingly gaining space and recognition in the fluff market worldwide. Therefore, it is critical that we start tracking the level of satisfaction of our customers with the services involved in supplying fluff and with the quality of our product.
This will be key for us to identify points for improvement and opportunities in our future operations.
As of 2020, we began to conduct an annual customer satisfaction survey with customers worldwide, checking issues such as commercial services, logistics, performance of product characteristics, and others.
One of the main indicators we are going to track is the overall satisfaction with the service/product offered by Suzano—data that gives us a snapshot of how the company is doing with its current customers. In 2020, the result obtained was 84% satisfaction among customers in the domestic and foreign markets. Looking at the domestic market alone, the rate was 100%.
The survey results gave us important insights for plans and initiatives in 2021, aiming to leverage satisfaction and thus solidify Eucafluff as an outstanding alternative for the industry.
Since this result relates to a new survey methodology used for the first time after the merger process, we did not establish an associated goal. It is expected that this result will evolve positively over the next cycles, since the commercial teams have been discussing improvement plans in order to address the gaps identified.
The satisfaction survey for the paper unit is conducted annually by a qualified company in the market, contacting customers, by phone and/or email, and using a questionnaire developed internally to gather opinions about all aspects and areas of the unit. The result is evaluated through the TRIM and NPS metrics, and the main result is Suzano’s rating against the pre-established NPS scales (a methodology that measures customer recommendation using a scale of +100 to -100).
In 2020, the survey was conducted between October and December with active customers in the previous 12 months, and the result was a representative growth in our NPS of domestic market customers, and a drop in the NPS of foreign market customers. The results are not disclosed because they are linked to the area’s strategic goals.
Also in 2020, we set up a working group with specific goals to address the most critical points of the previous year’s survey results. This and our monitoring of these metrics allowed us to see representative growth in most of the lines analyzed. The results in some of the lines were not as positive, mainly due to the logistics problems caused by the pandemic. In any case, all aspects reported are being analyzed through a structured monitoring process.
In 2020, we conducted our annual 360° Advantage survey of customers in the retail channel in order to gain customer insights considering evaluation dimensions such as Strategic Alignment, Team, Category Development, Consumer MKT, Trade & Shopper MKT, Supply Chain, and Customer Support. Based on the results, we mapped the main opportunities and established an action plan together with our customers.
Consumer surveys are also conducted in order to develop new brands and products. The results of both surveys are confidential.