Customer

Customer focus constitutes the foundation of Borusan Lojistik’s mission, values and policies, and is reflected in the way we do business as a culture. The most important factor that makes the customer-focused approach a company culture is the constantly developed practices that are aimed at customer.

In the most general sense, CRM refers to knowing the customer, understanding the needs of customer, and then developing services and products accordingly. It is the effective management of customer relations in order to build a bilateral, long-term value relation with the customers. It requires re-definition of sales, marketing and service processes around a customer-focused philosophy.

CRM brings together 3 components. People, Process and Technology. CRM projects aim to identify the business strategies, and configure the suitable people, process, and technology in line with these strategies.

We, Borusan Lojistik, conduct our business processes in parallel with technological advancements. Within this scope, in January 2006, we started to use CRM software to keep all customer information on an online shared database, and access the updated information in the fastest way.

Tailored to our own business processes, the program is constantly updated in accordance with the technological advancements and changing needs, and is used by all our sales and customer services team and management.

In Borusan Lojistik, apart from building close relations with our customers, we perform systematic research to foresee, understand and meet the changing needs and expectations as well as analysis of customer feedback (criticism, complaints, wishes, suggestions, thanks, other issues) and root cause identification activities, and plan actions to prevent recurrence of problems. For this reason, Borusan Lojistik welcomes all kinds of customer feedback, and uses them as a tool of improvement.

Borusan Lojistik started its activities on customer satisfaction with the Customer Focus Project Group that was formed in 2002. Having started with Customer Satisfaction Surveys (CSS), these activities were followed by Project on Management of Customer Voice after the actions taken. The voice of the Customer is defined as the general expression of all kinds of feedback received from customers. As a result of a study that lasted for almost 8 months, VOC (Voice of Customer) model was created, and put into practice in the middle of 2003.

VOC – Voice of Customer management model includes the following three sub-components:

• Handling VOC systematically and in a holistic way (a better grasp of the concept)
• Increasing the current performance levels of business processes to meet customer expectations (better implementation)
• Providing products and services that meet customer expectations (better service)

Methods of Collecting Voice of the Customer

Collection of “voice of the customer” data is the primary function of VOC model. Obtaining VOC data systematically is of great importance to better understand the customer expectations. For this reason, all Borusan Lojistik staff is equally responsible for the collection and recording of customer feedback.

All notifications delivered as criticism, suggestions, wishes, thanks or concerning different issues are recorded.

Our customers may provide feedback about our processes and operations in the visits to be paid by the staff of Borusan Lojistik Sales and Customer Services Department.

Additionally, Customer Satisfaction Survey conducted annually, and customer visits that are part of VOC Research also create an opportunity to provide feedback.

Our customers may also contact us by means of letters, phone, fax, or the contact form on our website.

Having received the EFQM Certificate of Competence in Excellence in 2006, Borusan Lojistik continues its journey of quality with the customer feedback management applications that have been created in accordance with the ISO 10002 Customer Satisfaction and Customer Complaints Handling Standards.

Borusan Lojistik aims to address customer feedback more effectively, improve their processes accordingly, and enable the continuity of customer satisfaction, by meeting the requirements of this standard.

Requirements of ISO 10002 Standard

• The Company must follow a customer-focused approach
• Company management must support the process and make commitments concerning the process
• All company employees must know and implement their roles and responsibilities about the process
• All complaints (even wrongful ones) must be recorded
• Complaints must be addressed and examined
• The root cause of complaints must be identified, and recurrence must be prevented
• All reasonable solutions must be examined while planning the improvement actions
• The Complainant must be informed at all stages
• All correspondences and examination documents concerning the complaint must be recorded
• Process performance criteria must be identified and monitored
• Continuous improvement must be ensured

Borusan Lojistik has crowned its works to date in the field of customer satisfaction with the ISO 10002 Customer Complaints Management System Certificate. The “Voice of the Customer (VOC) Management System”, which has been in use since 2003, has played a significant role in the success of Borusan Lojistik, the first and only company in the Turkish logistics sector to obtain this certificate.

GUIDE OF CUSTOMER FEEDBACK MANAGEMENT >

Quality Management Standard

• It measures, analyzes and improves customer satisfaction.
• It manages and solves customer expectations and complaints in a factual and effective manner.
• It provides continuous improvements by managing the suppliers and their performances.
• It uses systems such as 6 Sigma, Suggestion System, Corrective and Preventive operations to enable continuous improvement.
• It ensures effective involvement of employees.
• It monitors, analyzes and improves the process performances.