Alfa Laval

Alfa Laval has increased the efficiency of its sales resources, made customers top priority and gone for gold

With 9,000 employees, Alfa Laval is the world's leading supplier of rustproof components such as pumps, valves, separators, centrifuges and heat exchangers.

The Alfa Laval brand is very strong and their aim is to further capitalise on this by increasing sales to existing customer groups.
A new customer loyalty project was therefore launched with a focus on entirely new customer-orientation processes. The Al-Bassador project has already been executed in the sales organisations in the Nordic and Benelux regions.

Jesper Holm from Alfa Laval says: "The main reason for executing the project was to create the platform for raising the bar a little in the years ahead. We needed to future-proof the positive growth we have achieved in sales, and prepare ourselves as well as possible for the market situation ahead, which we can see will become more and more competition-oriented."

"During the project, together with Stig Jørgensen & Partners, we analysed how our internal sales processes functioned. Were we spending time on the right customers and focusing on the right products in sales, etc. We also obtained input on potential improvement areas concerning cooperation between production, R&D and product management. An essential part of the whole project has been getting 'outside in' input. What do customers think of us, and what can we do better in their eyes? What drives their loyalty?"

Our sales force is now much better equipped to engage in a dialogue with customers on their needs
"We have implemented many improvements in our sales organisation that help ensure we achieve even more profitable sales. Areas such as customer segmentation, pricing policy, and follow-up on offers have been adjusted."

"At company level, we have initiated a process that has actively involved other parts of the organisation, production and R&D. It is no secret that large organisations can have trouble maintaining a constantly optimum dialogue involving all departments. In this context, the project has really contributed significantly towards providing us with shared topics to discuss and set as our goals. We have moved away from discussing feelings towards a more fact-based foundation."