Customer and Consumer Satisfaction and Brand Equity
Each business has its process and methodology for assessing product and service satisfaction, carried out by customers and end consumers. For now, corporately, there is no joint and cross-cutting definition on the form of measurement, but the importance of doing so. However, the trend over the last three years is the consolidated sample for CMPC Celulosa -Pulp and Maderas-and BioPackaging. These businesses have worked on the exact Net Promoter Score measurement.
Softys is participating in developing a regional modern channel customer survey called Advantage, which includes Argentina, Brazil, Chile, Mexico, and Peru. This instrument measures the level of customer satisfaction regarding the commercial service provided and their perception of products in terms of innovation and communication. Based on these results, a positioning ranking of mass consumer brands is developed.
Percentage of customer satisfaction on products and service, Net Promoter Score of CMPC Pulp, Maderas, and Biopackaging
| 2018 | 2019 | 2020 | 2021 | |
| CMPC Pulp | 87% | 88% | 86% | 87% |
| CMPC Maderas | – | 82% | 88% | 85% |
| CMPC Boxboard | – | 79% | 69% | – |
| CMPC Sack Kraft | – | 53% | 56% | – |
| CMPC Corrugados | – | 84% | 85% | 63% |
| CMPC Edipac | – | 84% | – | 74% |
Advantage from Softys
| 2018 | 2019 | 2020 | 2021 | |||||
| Current position | Current position | Current position | Current position | Variation | ||||
| Argentina | 19 | +1 | 14 | +5 | 8 | -6 | 16 | – |
| Brasil | 6 | +3 | 9 | -3 | 9 | – | 10 | – |
| Chile | 3 | +2 | 4 | -1 | 2 | -2 | 5 | – |
| México | 12 | -2 | 15 | -3 | 16 | +1 | 9 | – |
| Perú | 11 | +1 | 3 | +8 | 4 | +1 | 4 | – |