Customer surveys: listen, mobilize, act
At Air Liquide, improving the way
we listen to customers is crucial to competitiveness.
That’s why, since 2011, “Action Surveys” have been conducted amongst customers
as part of the ALMA strategic program.
This approach is designed to identify customer perceptions of the Group, and assess the levels of satisfaction they deliver. In 2011 and 2012, 15,000 interviews were conducted in around forty of the Group’s operating countries. Following these interviews, more than 1,000 customers were visited by Air Liquide managers to gain a clearer understanding of areas for improvement. Local action plans have been implemented in every country to secure the loyalty of existing customers and attract new ones. Between now and the end of this year, the program will be extended to all Group operating countries, supported by a series of global action plans yet to be defined.
The challenge is to secure the loyalty of existing customers and win even more new customers. “The information gathered by the surveys is particularly valuable in the context of global action plans and the development of innovative offerings that respond more precisely to customer expectations,” explains initiative manager Giovanni Brangani. “These surveys also give us an objective view of our performance, and allow us to see where we stand relative to our competitors. This process is very stimulating for our teams. It gives us even more of an incentive to mobilize our strengths to improve our services and create value for customers, and therefore for shareholders.”