Knowing your customers is crucial to delivering the right products and services.

Wallenius Wilhelmsen Logistics has introduced a new method for measuring customer satisfaction. Moving from personal interviews to an online survey, the company hopes to obtain more detailed, faster feedback from its customers.

The results, which are continuously followed up and converted into improvement measures, will serve to enhance customer satisfaction across WWL’s range of products and services.

“Knowing your customers is crucial to delivering the right products and services,” says Joost Somers, WWL’s Global Head of Customer Care. “This is why customer feedback is so important – it enables us to stay on top of what the market needs and develop services that consistently exceed its expectations.”

As of August 2011, WWL has been contacting all the customers with whom it has done business, via email, inviting them to provide feedback through an online survey. The short survey, which consists of ten questions, is aimed at rating WWL’s service levels across a series of carefully selected criteria.

“In addition to an overall response rate of 12 per cent, 40 per cent of respondents have entered additional information,” Somers continues. “

We’re delighted that so many customers have taken the opportunity to provide such detailed, constructive feedback. It gives us a clear indication of our strengths, as well as the areas in which there is room for improvement.”For an organisation such as WWL, the ability to ensure that information of this kind is correctly analysed from a global perspective, in order to secure the necessary corrective measures, is crucial. Going forward, WWL will continue to conduct surveys on an ongoing basis, thereby ensuring that all its customers are given the opportunity to voice their opinions.

Meanwhile, continuous improvement efforts will focus on the areas highlighted by the survey.“We take the survey results very seriously and would like to encourage our customers to take a few minutes to respond to it. They can also continue sharing their feedback, using either the Customer Feedback Form on the under “Contact us” or through their WWL Commercial contact,” concludes Somers.