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.

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

2020 2021 2022
CMPC Pulp 86% 87% 94%
CMPC Maderas 88% 85% 85%
CMPC Boxboard 69% 92%
CMPC Sack Kraft 56% 81%
CMPC Corrugados 85% 63% 70%
CMPC Edipac 84% 82% 83%

ADVANTAGE FROM SOFTYS

2019 2020 2021 2022
Current position Variation Current position Variation Current position Variation Current position Variación Current position
Argentina 8 -6 16 19 +3
Brazil 10 9 10 - +1
Chile 2 -2 5 - 6
Mexico 16 -3 +5 9 9 -1
Peru 4 +1 4 4 5 +1

LINKS OF INTEREST