Improving B2B customer experience for Ahlstrom-Munksjö

Ahlstrom-Munksjö is a high performance materials company with €1bn+ annual t/o . Its materials are used in everyday applications such as coffee and tea filters, medical fabrics, wallcoverings and food packaging.

The challenge

Ahlstrom-Munksjö came to us when sales of a new specialist paper product didn’t meet expectations. Complaints were high, a new sustainable teabag product wasn’t taking off, and the market was becoming more competitive. The client asked us to identify needs and expectations, understand perceptions of Ahlstrom, and recommend improvements to the customer relationship.

Our solution

Through a programme of in-depth interviews with Ahlstrom-Munksjö’s top customers and leading machine manufacturers and key influencers, we built up a detailed understanding of customer needs. We explored how Ahlstrom-Munksjö was faring versus its competitors, and identified key areas for improvement critical to winning in this market.
We then worked with the senior management team at Ahlstrom-Munksjö’s food and medical division to develop a strategic action plan for growth. We set short, medium and long-term goals, identifying implications from the research for sales and customer service, supply chain and R&D.

The outcome

Ahlstrom-Munksjö placed the action plan at the centre of its strategic action plan for winning in this key sector. Four years on, the business is thriving, with Ahlstrom in a leading position. This project was also shortlisted for a B2B Marketing Award for best use of customer insight.

“The study shed light on the crucial need for improved customer focus. We now put more emphasis into visiting customers and truly understanding their needs…Following the study we optimized our product portfolio to include high efficiency products, and today we are very proud to be able to state that Ahlstrom-Munksjö has the most complete product portfolio in the market.” Brian Oost, Vice President, Food & Beverage

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