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Strategy
In how many countries was the survey conducted and what were the criteria for selecting these geographical areas?
The survey was launched to 66 active customers in 14 countries, selecting the sample based on the level of turnover over the last two years and the sales channel. Our objective was to ensure representation of the entire customer typology, from large hypermarkets such as Carrefour, Galec or HEB in Mexico, to hard discount chains such as Lidl or Aldi. We also included smaller customers such as La Sirena, Macro CZ, Müller, Unicoop, Diempi, as well as multichannel distributors such as KW or PZL. The selection of this sample was key to ensure that the results reflected the reality of the market as accurately as possible.
How long did it take to collect and analyze the data?
The project started in early October with the development of the questionnaires. We worked with the various departments to ensure that all the key items were covered. We then adapted the questionnaires to different languages, including Spanish, English and Italian.
What do you consider to be the main challenge in conducting the survey in multiple countries and languages?
The biggest challenge was to persuade both our clients and the commercial structure of the importance of completing the survey as fairly as possible. Our goal was to make them see that their feedback not only helps us improve, but also benefits them. The key was to generate confidence that this initiative is a strategic tool for optimizing our services and products.
In terms of areas for improvement, what specific action plans are being developed to improve the supply chain and lead times?
Operations management is analyzing the results of the survey in comparison with data from the previous two years. In doing so, they are looking to identify trends and establish concrete action plans. They are currently in the phase of analyzing and designing strategies to improve logistics processes and optimize delivery times.
Some customers mentioned the lack of communication about global projects. How will this need be addressed?
Through the commercial structure and trade fairs, many customers see successful campaigns from our company that they would like to replicate in their markets. However, today they do not have a centralized platform to access this information. We are evaluating new forms of communication and tools to facilitate access to these global projects in an efficient and structured way.
How do you plan to incorporate customer feedback on product quality and brand positioning in key markets such as Latin America?
The opinions of Latin American customers have been particularly explicit in this edition of the survey, especially with regard to the recognition of our brands. This is an aspect that has also been pointed out in previous years. Our Marketing and Communications team is already working on reinforcing positioning strategies in these markets. We know it is a long-term process, but we are committed to strengthening our presence and brand perception in the region.
