Customer satisfaction Nokia aims to provide products and services which meet the needs of trade customers and consumers. We research the views of both groups to understand where we are succeeding and how we can do better. Trade customers We research trade customers’ views of Nokia through the Listening to Trade Customers survey. This is carried out twice a year on our behalf by an independent research company, and aims to reach executive and operational contacts in customers who account for about 80% of Nokia’s revenue each year.
In 2007 we surveyed almost 1000 individuals, from nearly 400 customers in 80 countries. The response rate was 75%. The responses showed satisfaction with Nokia at the highest level since we began this kind of survey in 1998. Comparison with others in our industry placed us in the top 10% of telecommunications companies globally and ahead of key mobile competitors Sony Ericsson, Samsung and Motorola. Satisfaction varied by distribution channel, which also influenced geographical scores.
Distributors were most satisfied with Nokia, and Operator Groups were the most demanding. The research revealed the following Nokia strengths driving customer satisfaction: •Diversity of product range •Relationships with our account teams •Logistics Nokia Account Managers discussed the initial survey results with their teams and customers, and then took action relevant to each account. We used the consolidated feedback to understand where systematic improvements are needed.
The main areas are shown in the table, together with our plans for improvement. Customer commentOur response Logistics was perceived well overall but there was potential for improvement in the ability to meet customization requirements and product deliveries during product ramp-up and launchWe are acting in these areas to ensure best availability in the industry to consumers and to make Nokia our trade customers’ preferred partner.
Relationships with our Account Teams were considered very positively but customers felt that Account Teams could contribute more on sharing our vision on industry & market evolution We have changed the organisation to be more customer and consumer focused and added competencies needed to understand and address individual customer’s strategic drivers and objectives. Trading Terms need more tailoring towards specific trade customers. We are reviewing our trading terms to meet the different needs of operators, retailers and distributors in each geographic area.
Repair time and problem resolution require improvementWe are improving the care quality process, focussing on improvements in repair capacity planning and vendor management Consumers Nokia Care provides support services to consumers through online, email and call center services, supported by a network of authorized service centers. The support includes basic product information, guides and demonstrations, discussion boards, software updates, advice on specific issues, and warranty repairs. It also helps consumers to find out where to recycle their old products.
We aim at getting a holistic picture of consumer experience by using different consumer feedback channels, and respond with targeted improvement actions. The main feedback channels include consumer satisfaction surveys, feedback through independent market research companies and Nokia Care contacts. Operators Nokia continues to receive enquiries and assessment requests about social and environmental performance from our operator customers. We respond to those requests through our normal customer account management interface.