Case

Ensuring strong customer orientation with frequent insights

With the goal of at least maintaining its high NPS score of 75 and continuing to be very customer-oriented, Kvadrat decided to perform a customer survey every year instead of every second year. The more frequent customer insight means that Kvadrat has a better basis for responding to and fulfilling customer needs and adapting to market dynamics.

kvadrat_logo

Kvadrat was established in Denmark in 1968 and is based in Ebeltoft, Denmark. Kvadrat has deep roots in Scandinavia’s world-famous design tradition, but has stores across the globe. Kvadrat produces high-performance, design textiles, rugs, window covering and acoustic solutions for both commercial and residential interiors.

Source: https://www.kvadrat.dk/

INDUSTRY - TEXTILES
PRODUCTS - CUSTOMER RELATION SURVEY

SOLUTION
Annual surveys to uncover the key drivers of customer satisfaction

RESULT
The right insights ensure the necessary initiatives

NEED

A need for more frequent customer feedback

Kvadrat has long engaged in customer listening and conducted recurring surveys. In 2020, they decided to double the frequency and conduct surveys every year instead of every second year.

They did this to gather more frequent customer insight and keep (even) better up with their customers’ needs. Trine Neimann-Platz, Vice President of Strategy, Sustainability and Norway, explains:

"In line with the digital transformation, a transformation has also taken place in the customers’ expectations and in the market dynamics. So, in order to continue to be able to adapt to the customers’ needs, we need more frequent customer insight."

Trine Neimann-Platz, Vice President of Strategy, Sustainability and Norway
Kvadrat

Kvadrat has a strong customer orientation and their customer survey is a fundamental part of their customer strategy. Trine Neimann-Platz continues:

"The customers are our focal point, and their satisfaction is critical to us. This is also the reason why the customer survey is one of our four success factors at Kvadrat and thus included in the bonus agreements."

Trine Neimann-Platz, Vice President of Strategy, Sustainability and Norway

Kvadrat

SOLUTION

Annual surveys to uncover the key drivers of satisfaction

Kvadrat used a Customer Relation Survey at a strategic level to leverage customer satisfaction and understand the key drivers of their customer satisfaction. An annual customer survey meant that Kvadrat had the best basis for developing its business in the right direction.

With this solution, Kvadrat got data-driven recommendations on what matters to their customer - and thus knowledge of where to improve.

Customer Relation Survey

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RESULT

The right insights ensure the necessary initiatives

The now annual customer survey is already very valuable to Kvadrat, which is why the survey’s insights are included in both the strategic three-year plans and the annual plans. These are used for identifying the development points and focus areas that are key to the employees at Kvadrat for the coming period.

This has also made Melisa Mygind, Strategy Manager, believe that Kvadrat could be interested in making thematic surveys, e.g. with a business-critical subject, or to make project-related surveys:

"We have many big projects where it is very important for us to get customer feedback early in the process, so that we can react if something needs to be changed or if we need to do more of something else. This is why project-related surveys could be an exciting option for us in the long term. "

Melisa Mygind, Strategy Manager
Kvadrat

ANNUAL SURVEYS ENSURE A FOCUS ON DEVELOPMENT POTENTIAL

The customer survey also ensured that Ennova was aware of possible development potential within Kvadrat’s core areas. For example, in 2020, the customer survey showed a surprising result within one of Kvadrat’s core areas, which is sustainability, says Trine Neimann-Platz:

“We thought we were clear with respect to our sustainability agenda towards our customers, but the survey showed something different. In our Norwegian market, we were not explicit enough about our sustainability agenda, compared to our competitors.”

Trine Neimann-Platz, Vice President of Strategy, Sustainability and Norway

Kvadrat

She continues by explaining that they initiated some targeted initiatives based on this result. For example, the salespersons were onboarded in how to explain Kvadrat’s sustainability agenda as early as in the sales dialog, and Kvadrat set up some events together with the customers, focusing on sustainability.

The customers reacted well to the initiatives, which was also reflected in the 2021 survey. Here, the results were positive and showed that Kvadrat had moved in the right direction.

KVADRAT AND ENNOVA: A STRONG PARTNERSHIP WITH GREAT UNDERSTANDING

Since 2014, Ennova facilitated both employee and customer surveys at Kvadrat. This means that Ennova has attained extensive knowledge of Kvadrat and the company’s organizational history, which both Trine and Melisa see as important strengths in the cooperation:

"Our many years of co-operation means that Ennova is capable of understanding our results and can put them in a historic context. You can then challenge us with our expectations and hypotheses and develop us. In addition, Ennova always talks to us on equal footing in relation to where we need your professional expertise."

Trine Neimann-Platz, Vice President of Strategy, Sustainability and Norway
Kvadrat

According to Trine Neimann-Platz, there are several different things that work well and are satisfactory about the cooperation:

“We are very satisfied with the process-related handling, your analytical expertise, and, particularly, your very in-depth knowledge of market development within customer satisfaction surveys and relevant connections, for example to employee satisfaction. This means that you can give us the best and more relevant advice.”

Trine Neimann-Platz, Vice President of Strategy, Sustainability and Norway

Kvadrat

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