Customers

Our customers are the key stakeholders for our business, and we engage with them closely through our Business Groups. The ongoing COVID-19 pandemic and external developments has challenged the traditional approaches for customer interaction. Despite this, we aspire to continually strengthen our relationship and intimacy with them.

Measuring customer loyalty with our Net Promotor Score

Customer loyalty and satisfaction starts with understanding our customers, their needs and their journey when interacting with us. Against the backdrop of the disruptions caused by COVID-19, we continued to invest in strengthening our customer relationships. We measure customer loyalty and satisfaction through the Net Promoter Score (NPS) methodology (both relational and transactional) — the voice of the customer. This enables us to continuously improve our product and service offering toward our customers.

In 2021, our NPS improved to 51 (2020: 50, 2016: 38) as a result of the strong collaboration and strengthened relationships throughout the year. This is the sixth consecutive year-on-year improvement where our sales, service and business teams have been able to manage the close customer relation so important for the success of our business.

For information on how we engage with our customers through our business, see Nutrition, Materials and Innovation.