Customer Management

Our success is based on products and services that benefit our customers. To steadily increase our customers’ satisfaction, we are in constant dialogue not only with them, but also with our suppliers and logistics providers.

WACKER’s chemical business is geared to three customer groups: key accounts, regional customers and distributors. WACKER currently has 37 key accounts, through which it generated around 23 percent of its total chemical sales during the period under review. More than 50 percent of sales stemmed from about 5,000 active relationships with other customers. Our distributors account for some 22 percent of sales (2019: 23 percent).

Our customer relationship management (CRM) system provides effective support. We have stored relevant information in our Salesforce system; this was done in compliance with the General Data Protection Regulation, or GDPR. We use this system to support key Sales activities, such as correspondence, the recording of business opportunities and the processing of samples. We also use Salesforce for following up on complaints, up to and including receipt of a final response from the customer. We work continually to enhance processes and stop one-time errors from recurring.

We integrated the WACKER Infoline into our central customer management system during the period under review. Our specialists advise customers, partners and other interested parties on products and their applications via telephone, email and online conferences. We regularly solicit feedback from our customers about the quality of our products and services. As in the past, our analyses confirmed positive customer feedback during the reporting period.

Ever since the coronavirus pandemic made in-person events impossible for the time being, WACKER ACADEMY – our training center for customers, distributors and employees – switched to online training courses with considerable success.