Consumers’ opinions are important
Consumer views are important to Valio and influence the company’s product and service development activities. Such feedback generates plenty of information, which enables the company to serve its customers better. For instance, based on feedback received, the product packaging design has been modified so that the packaging is easier to use and more efficiently recyclable.
All feedback is also carefully monitored in order to ensure product safety. The system includes alerts, which help the company register any abnormalities and promptly react to them. In such situations, rapid reaction saves time and money. Alerts are also used in the running of the Consumer Services unit itself. The due date alert for any particular comment acts as a reminder for the recipient to reply, without the person having to personally memorise it.
The provision of feedback is a critical point, and the best possible processing of feedback enhances Valio’s brand image. Even negative feedback can be turned into a positive, when the process is handled quickly and well and the consumer feels he/she has received good service.
The system is used by production plants, product managers and the marketing department alike, as well as the company management, of course. With the help of the variety of reports available within the system, staff can, for example, monitor production quality by production plant. The feedback search tool allows you to form customised data views.
“The VAPA system has simplified work flows at the Consumer Services unit,” say Senior Consumer Advisor Niina Koivisto and Service Manager Pirjo Kaartinen, who are responsible for Valio’s Consumer Services operations. “Consistency is the key. VAPA is an effective tool that also frees up time and resources for other work.”
“The opportunity to search for information from the system in various ways helps product managers,” says Product Manager Sanna Aalto, who has been actively involved with this project right from the beginning.
“The Valio feedback system was developed utilising Digia Forms product, which enabled flexible specification of work flows and the easy, cost-effective addition of new form types,” says Sales Manager Antti Sundquist from Digia.