Long-lasting success is achieved when an organization attracts and retains the confidence of customers and society at large. Understanding the current and future needs of customers allows Sika to achieve sustainable success over time, and this is why “Customer First” is one of Sika’s ﬁve core values.
Sika countries rely on a single platform to collect customer feedback. This allows the company to create visually engaging, branded, mobile-ready customer surveys and associate the survey responses with data. The platform offers a range of templates for featured surveys, customer success, customer service, employee engagement, marketing feedback, product feedback and sales feedback.
Sika began rolling out the platform in 2022, with the goal to create local and regional dashboards across all Sika countries to monitor and compare performance, and make sure the corporate team provides support whenever necessary. As of end of 2023, EMEA, Canada, and Latin America are fully using the platform, while Asia/Pacific has plans to onboard the countries in 2024 for their annual customer satisfaction surveys.
Thanks to the company’s decentralized business model, Sika’s local entities are the ones responsible for measuring and monitoring satisfaction rates through surveys, interviews, B2B key account management, trainings, and workshops, either by relying on their in-house teams or on external research institutes.
As a step towards this goal, in 2023 Sika created a global role dedicated to customer insights. One of the responsibilities of this newly created position is to establish standards on how the local organization collects, analyzes, and addresses customers’ feedback. This position will also support the interpretation and implementation of results.
Training for Customers
Sika is not only selling products, but also integrated solutions, providing training to customers on how to best apply Sika products and how to choose the best solution based on their needs.
Customer training can be assigned to three main categories: to transfer generic knowledge; to explain a specific product or its application; and to introduce the application of new technical developments at congresses. These trainings are usually carried out in collaboration with regional and local Sika entities, enabling customization based on local markets and customers’ needs.
Training can be held at the customer site, within a Sika facility, or online. In every training, Sika aims to fully engage customers and ensure the collection of valuable feedback. At the end of each training course, customers are usually asked to answer a questionnaire, which exposes their impressions regarding quality of training content, quality of training tools, and the frequency and content of future training.