Norma Group

corporate responsibility

Customers - Always in contact

NORMA Group stays in constant dialogue with its customers to offer them optimum solutions at all levels. This is the basis for trusting, long-term relationships that form the foundation for our corporate success.

The satisfaction of our more than 11,000 customers in 100 countries drives everything we do. We offer many years of experience, delivery reliability, worldwide availability and dependable quality to buyers of our products. We have also configured our sales model to meet our customers’ varying requirements to the optimum degree possible. This is how we differentiate ourselves from our competitors.

A customer-focused sales model

About a third of our revenue comes from the Distribution Services (DS) segment. Here we sell through our own sales network, as well as through sales representatives, dealers and importers, who handle a wide assortment of our standardized brand-name products for countless applications. In the DS segment we benefit from the worldwide presence of our brands ABA, Breeze, Connectors, NORMA, R.G.RAY and Torca, which are supplemented by our local brands, such as Serflex, Terry, Serratub, Gemi, FISH and Nordic Metalblok. All our brands are synonymous with expertise, quality and reliability.

In the Engineered Joining Technology (EJT) segment, we mainly provide industrial customers with custom solutions, tailor-made to the demands of their exact applications. These custom fastener solutions are generally used in building a final product that can be used in emission control, air suction and induction, as well as in cooling and auxiliary systems, for example. In the EJT segment, which generates about a third of NORMA Group’s revenue, we collaborate closely with our approximately 1,000 customers, such as on joint development projects (Innovation).

Close to the customer — Customer Satisfaction Survey

For NORMA Group it is crucial to understand what our customers expect from us and from our products. For this reason our global marketing team conducts an annual Customer Satisfaction Survey (CS). We track our customers’ expectations and their opinion of our services in this survey. At the same time we analyse the various expectations of different customer groups and measure customer satisfaction trends over an extended period, even in comparison to our competitors.

We derive an activity plan based on the improvement potential identified to action any required optimization quickly and to systematically monitor implementation. The corporate management team defines both the appropriate goals and those responsible for them in this plan, and is informed every two months about progress. The 2013 questionnaire received responses from 28 percent of the 3,000 customers surveyed. Among the areas assessed were sales, products, product training, packaging, labelling, logistics, technology and engineering, quality, customer service and the NORMA website. At a global level the 2013 study has revealed room for improvement in technology and engineering, quality, sales and products.

Regional optimization projects

The 2013 CSS generated a total of 81 action projects, 26 of which had already been implemented by the end of 2013. Implementation of the remaining measures will continue in 2014. The other suggestions are long-term and will start affecting customers in 2015. In 2012 the CSS surveyed business divisions separately for the first time, allowing us to determine potential for the individual sales territories in detail. In the EMEA region (Europe, Middle East, Africa), for example, on-site innovation days will allow us to strengthen and intensify customer contacts. Enhanced marketing activities and measures to support sales, such as product training, are the focus in the Asia-Pacific (APAC) region. We will increase support to our customers in the North, Central and South America (Americas) region by providing them with enhanced marketing materials.

We measure the results of our efforts using the Net Promoter Score (NPS), an indicator that represents customer satisfaction directly, and willingness to recommend indirectly. Compared to the previous year, the NPS rose from 11 percent to 28 percent in 2013.

Customer care and management

To focus as best we can on our customers and their needs, we introduced the eCRM customer management system in 2013, as part of an effectiveness improvement programme in sales. It helps us evaluate market information, improve internal processes and increase transparency at the same time. We are also opting for more regional programmes. For example, in the US, direct contact is especially valuable to customer relationships. We have therefore launched a special customer care programme there. Our employees identify the most important customers for each site and try to visit them regularly to talk about their needs and requirements, as well as about our services. This gives us a detailed picture of the customer relationship, so that we can improve it further.

Excellent relationships

NORMA customers appreciate the products we design to meet their needs, as well as our efforts in building trust-based partnerships. In June of 2013 Adolf Würth GmbH & Co. KG awarded us their quality and supplier reliability prize for the year 2012. This global market leader in sales of assembly and fastening materials rates us as an A-list supplier. In the same month the Ford Motor Company also awarded us its “Go Further Award” for outstanding performance in unexpected circumstances. The vehicle manufacturer thus thanked us for our commitment after a fire at a supplier, when we worked closely with customers and suppliers to develop and implement alternative solutions. We were therefore able to help prevent production stoppages at Ford.