NPS up from +40 to +67 within 5 years.
“Drive business through all customers, constructively. To improve business.”
Greif is a market leader in industrial packaging and services. The company manufactures steel and plastic containers and drums, as well as cardboard. With 290 offices in 43 countries, Greif serves regional customers worldwide. The firm’s vision is to become the best performing customer service company in the industrial packaging market. Their motto says it all: ‘Packaging success together’.
An important Key Performance Indicator (KPI) for Greif’s success is customer satisfaction. Antoine Cisek, Global Market Research Manager at Greif, says the operational measurement of satisfaction has to be a KPI for the firm to find out how customer-centric it is. The ‘Voice of the Customer’ is leading in this, according to Greif. Greif asked AlphaRainbow to consistently measure customer satisfaction across its Business Units and countries.
“We cannot make progress without measuring customer satisfaction. Without any form of measurement, we would be unable to evaluate our performance – and equally unable to pursue our vision in a structured, focused manner.”
With this in mind, we carried out a baseline measurement with Greif in 2015. The first survey was sent to over 11,500 Greif customers in more than 80 countries, in 20 languages, using the AlphaRainbow online survey tool. The initial response was 20%, and the NPS score was +40: a good foundation to build on. Greif decided to measure its NPS twice a year; in spring and autumn. As Antoine points put, the reason for this decision was “to determine progress, to achieve the goal, and to increase our NPS score and get more satisfied customers”.
Approximately 400 to 600 of Greif’s account and sales managers are actively involved in every round of customer satisfaction surveys. They all have their own login details for our online survey tool, so they can monitor the progress of their own customers. For example, the moment a customer responds during the measurement, the account or sales manager in question will receive a push notification in their mailbox. They can then directly thank the customer for a good ‘rating’, or – in the event of complaints or comments – take other action.
Thanks to its clear focus, Greif has made remarkable progress over the past five years: the NPS score has risen from +40 to +67. In the first wave, 51% of all respondents were so-called ‘promoters’: customers who give a 9 or 10 on the recommendation question. Currently, this percentage is no less than 71% of all respondents. Not only is Greif’s NPS score rising, the response rate has also climbed to ~30%, with the number of invites sent to customers as high as 16,500.
“We have made excellent, tangible improvements at Greif. Not very many companies in B2B achieve this kind of result. We’re very pleased. We motivate people internally.”
AlphaRainbow performs statistical analyses on the data obtained from the customer satisfaction surveys to identify the main drivers of customer satisfaction – overall and at country level. CQM has developed and implemented this analysis method for and together with AlphaRainbow in such a way that it can be applied to all surveys that AlphaRainbow performs for its customers. “We clearly see the main drivers for improving satisfaction. This is very important. What we do in between survey rounds to satisfy the customer and to identify the main drivers per country is the key to progress.”
Dennis Weda – Project Manager AlphaRainbow: Greif has a consistent focus on customer satisfaction, and is a good example of a B2B company that is customer-centric. Their performance shows that customer feedback, both negative and positive, is important for global business operations. Greif translates measurable and tangible drivers into strategies in order to achieve its vision. The high internal involvement is reflected in the high response as well as in the constant improvement of the NPS score and the statement scores.