A better customer relationship through insight into the customer journey at STET
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Customer since
2006
“Acorel has changed the way we think. We no longer think that we know what a customer thinks about us, but we let our customer speak for themselves. And we do that in a structured way, which allows us to respond to customer questions more quickly and efficiently.”
Improved relationship with the customer
Since 1973, STET has specialized in the cultivation, development, and export of various potato varieties. Together with their customers – potato processors all over the world – they develop chips and fries, which people worldwide can enjoy. They came to Acorel with the ultimate goal of structurally improving the relationship with the customer. Rutvik Patil, Commercial Manager at STET says: “Acorel’s working method really appealed to us. They have the necessary tools, understand customer experience and CRM systems, and conduct thorough research before giving advice.”
Awareness and insight into the customer
Before the collaboration between STET and Acorel started, Acorel already carried out a project at parent company HZPC. Together with Acorel, they studied the experience that customers have with HZPC. This was done based on, among other things, a few personas and customer journeys. With this project, HZPC’s customer awareness has been increased and several initiatives and studies have been launched to get to know the customer even better. STET took over from HZPC and, together with Acorel, did a similar process, in which several opportunities for improvement were identified.
Everybody aligned
It soon became clear that there was no standardized process for handling complaints and writing reports during customer visits. Through a better understanding of the customer, however, it became clear that this has an impact on customer satisfaction. In addition to the fact that STET is now looking for a suitable CRM solution, it has also immediately tackled several points for improvement, so that STET can now respond more quickly to complaints, record what is discussed during customer visits and get started with customer segmentation.
Respond faster to complaints
One of the problems STET encountered was that complaints came in in different ways: via WhatsApp, e-mail, and telephone. “This made the process of proper complaint handling time consuming and inefficient,” says Patil. The first change that STET has implemented on the advice of Acorel is the use of standardized complaint forms. STET already had a complaint form ready, but now it is used consistently for all customers. Patil: “Our customers in Nigeria now fill in the same information as customers in Honduras. This allows for a much faster response to complaints.”
Capturing customer visits
A second advice concerned writing reports during customer visits. That too happened in different ways. “We are now actively working on using the same format for all customer visits. We ask the customer a series of questions. The action points that follow from that are sent directly to colleagues, so that they can implement them immediately,” explains Patil. This makes the process faster and leads to more satisfaction, according to Patil: “It gives our customers the feeling that they are taken seriously. No matters are forgotten, and everyone has a clear picture of the actual status of the customer and the common goals”.
Customer segmentation
The next step STET is taking now is the approach to segmenting customers based on strategic priority. Patil: “This allows us to give extra attention to our most important customers, which means that their customer satisfaction can increase even further”. But Patil is already very happy with the change the advice has brought about: “Acorel has changed the way we think. We no longer think we know what customers think about us but ask them ourselves during customer visits. We keep track of this in structured reports, allowing us to respond to customer questions more quickly and efficiently.”