Customer, consumer satisfaction and brand value

Each business has its process and methodology for evaluating the satisfaction of products and services, which is carried out by customers and/or end consumers. For now, corporately, there is no joint and cross-sectional definition regarding the way to measure, but there is regarding the importance of doing so; however, the trend of the last three years is the consolidated sample for CMPC Celulosa –Pulp and Wood– and BioPackaging, businesses that have made progress in working on the same Net Promoter Score measurement.

For its part, Softys participates in the development of a customer survey – a modern channel at the regional level– called Advantage, which includes Argentina, Brazil, Chile, Mexico and Peru. In this instrument, the level of customer satisfaction is measured with respect to the commercial service delivered, as well as perception of products in terms of innovation and communication. Based on these results, a mass consumer brand positioning ranking has been developed.

Customer satisfaction on products and service, Net Promoter Score at CMPC Pulp, Maderas and Biopackaging

2017 2018 2019 2020
CMPC Pulp 87% 88% 86%
CMPC Maderas 82% 88%
CMPC Boxboard 79% 69%
CMPC Sack Kraft 53% 56%
CMPC Corrugados 84% 85%
CMPC Edipac 84%

Advantage for Softys

 

 

 

2017 2018 2019 2020
Current Position Variation Current Position Variation Current Position Variation Current Position Variation
Argentina 20 +3 19 +1 14 +5 8 -6
Brazil 9 0 6 +3 9 -3 9
Chile 5 +4 3 +2 4 -1 2 -2
Mexico 10 0 12 -2 15 -3 16 +1
Perú 12 +4 11 +1 3 +8 4 +1