Quality and reliability have a special significance since the foundation of robos-labels in the year 1960. It is not only about being able to survive on the market, but about the gathering of internal and, above all, external demands. From them starting points and acting fields can be derived so that a continuous improvement process takes place and the customer requirements can be met with foresight.
Our goal is to improve the experience of our customers with our products and services year after year. In order for this to succeed in terms of the various aspects of cooperation, we regularly ask how the customer satisfaction is rated and how our customers envision the optimal business relationship. We would like to present the current results in the following.
The general customer opinion about the company:
The NPS value (Net Promoter Score) is the worldwide leading indicator for the customer loyalty. The Net Promoter Score depicts the long-termed affiliation or customer loyalty to a company.
The score results from the question: “How likely is it that you would recommend our company to another person?” – here a direct intention to act will be queried. Here, a score on the scale from 0 (lowest probability) to 10 (highest probability) has to be chosen.
By a certain calculation method a total value results, which can range from -100 (lowest value) to +100 (highest value). A NPS value over 70 is extraordinary high, 30 to 50 will be rated as remarkably good. When the value is in the minus range, more respondents advise against the company to be evaluated than people who recommend.
The NPS value in the year 2022 is 43, the second highest rank since the beginning of the survey in the year 2017. This NPS value for the customer loyalty is very good, which is also reflected by numerous long-term customer relationships.
The values in annual review:
2022 (NPS 43), 2021 (NPS 33), 2020 (Covid year), 2019 (NPS 31), 2018 (NPS -1), 2017 (NPS 47).
The CSAT value (Customer Satisfaction Score) measures the general customer satisfaction in the present and takes into consideration specific factors like e.g. the product- or handling quality or the current pricing structure. A bad CSAT value can act as a trigger for overdue adjustments as well as consistent changes within the company or the product range.
The question for it is: “How did the product made for you specially meet your expectations in terms of quality, price, handling and delivery time?”. The evaluation has shown that quality and handling are highly appreciated by our customers. From the customers’ perspective, the delivery time and also the pricing are in need of improvement. Probably, here the price explosions in the year 2022 and the worldwide supply bottle necks clearly flowed into the customer evaluation.
The values in 2022: quality 95.5%, price 47.4%, handling 93.2 %, delivery time 74.4 %.
CES (Customer Effort Score):
Unlike the NPS, the Customer Effort Score queries a feedback on a single customer experience. Here especially the question how simple or complicated a problem could be resolved with our team is paramount. For that a statement “The company has made it easy for me to acquire the end product and to finish my task” will be used. There are 7 possible answers to choose from, from “totally agree” to “totally disagree”. For the calculation of the value a numeral value will be assigned to every option first. “Totally agree” receives the value [1] to “totally disagree” the value [7]. Afterwards, the average value will be calculated. The customer experience, i.e. the problem solving, is easier the lower the average value is. The CES value was at pleasing 2.14.
RBS (Rebuy-Score):
The question to it is: “How likely is it that you will buy one of our products again?“ and represents the value of customer loyalty. The answer options ranged from “extremely likely” to “not likely at all”.
The evaluation is analogously to the CE score, whereby 5 selection options will be assigned with value [1] “extremely likely” to value [5] “not likely at all”. The probability that the customers buy a product from us again is higher the lower the average value is. The RBS value turned out quite good with the low value of 1.74.
This estimation by our customers via CES- and RBS values expresses that they experience extensive support in the solving of their tasks and are very likely to order from us again.
Conclusion and derived measures
Our current annual NPS score of 43 points represents a remarkably good value, which has only been slightly higher in the years prior to our company relocation. The lowest point was directly after our relocation in 2018 and since then added continuously. Most recently by whole 10 points, which leads us to conclude that we are on a very good development path in general.
The CSAT score clearly depicts the present with extreme price increases and numerous supply bottle necks. Our countermeasures include the joining a new purchasing cooperative since 01.01.2023 as well as the creation of additional supplier capacities for further risk minimizing and reduction of existing delivery time.
The CE- and rebuy score at 2.14 and respectively 1.74 are pleasingly good and mean that the robos-labels customers require and experience the possibly biggest assistance with the solving of their challenges and will very likely purchase from us again.
Our customers see the biggest branch-specific need for action in the area of delivery time. We also see enormous potential in the shortening and flexibilization of delivery time, which is why we work on a major project for this since the beginning of 2021. In essence, it is about networking of all process steps in order to be able to provide an optimized flow as well as an increased flexibility and transparency. Additionally, there are technological supplements like e.g. the implementation of digital die-cutting technologies which we have already successfully installed in 2022 and whose strength we will increasingly play out and use in 2023.
Our sales department has been rated noticeably well in the criteria of expertise (80% are very or extraordinary satisfied) and friendliness (85%). A significantly worse evaluation received the points accessibility (70%) and timely response (62%), for that reason we will work specifically on these two points. In particular, for 2023 it means to improve the accessibility and timely response to any questions significantly despite the progressing flexibilization of existing working models.
Overall, we are very satisfied with the results of our 2022 customer survey. We would like to express our sincere thanks to our customers for their numerous, open and more than helpful feedback, which we focus on in our internal discussions.
