Customer

Customer orientation constitutes the foundation of Borusan Lojistik’s mission, values and policies and this is reflected to the activities of the company as the business culture. The most important factors in turning the customer-oriented approach into a company culture are the practices continuously developed for the customers.

In the most generic sense, CRM is knowing the customer, understanding the customer’s needs and developing services and products suitable for the customer. It is the effective management of relationships established with customers in order to create a mutual and long-term value relation with them. It requires a re-definition of sales, marketing and service processes around a customer-oriented philosophy.

CRM brings 3 elements with it: Human, Process and Technology. CRM projects determine business strategies and structure the human, process and technology trio in parallel with such strategies.

As Borusan Lojistik, we execute our business processes in parallel with technological developments. In this context, in January 2006 we started to use the CRM software in order to keep all the information of our customers on a common online database and to access up-to-date information in the fastest manner.

The program we customized according to our business processes is continuously updated with technological innovations and changing needs, and it is used by all our sales and customer services team and management.

As Borusan Lojistik, in addition to establishing close relations with our customers, we conduct systematic investigations to foresee, understand and meet their changing needs and expectations and also analyze the feedback of our customers (critiques (complaints), requests, recommendations, appreciation and other issues) to find the root causes and plan measures to prevent recurrence of problems. For this reason, Borusan Lojistik gladly welcomes any feedback from its customers and utilizes them as a means of development.

Borusan Lojistik started its customer satisfaction works with the Customer Orientation Project Group established in 2002. Starting with Customer Satisfaction Surveys (CSS), these practices were followed by the Management of the Voice of Customer Project. The voice of customer is defined as the general expression of any feedback received from the customer. The VOC (Voice of Customer) Model was created as a result of 8 months of work and it was implemented in mid-2003.

The VOC – Voice of Customer management model has the following three sub-elements:

• Considering VOC systematically and holistically (better understanding)
• Increasing the existing performance levels of business processes in a way that responds to customer expectations (better implementation)
• Providing products and services that respond to customer expectations (better service)

Voice of Customer Collection Methods

The first function of the VOC model is to collect "Voice of Customer" data. It is essential to systematically obtain VOC data to understand customer expectations better. For this reason, all Borusan Lojistik personnel have equal responsibility in collecting and recording customer feedback.

Critiques, recommendations, requests, testimonials or any notification sent on other issues are recorded.

Our customers may also provide feedback regarding our processes and activities during the visits to be made by the employees of Borusan Lojistik Department of Sales and Customer Services.

The Customer Satisfaction Survey conducted every year and the customer visits under the VOC Research also provide the opportunity to give feedback.

Our customers are also able to contact us through mail, phone and fax or the contact form on our website.

Borusan Lojistik received the EFQM Competence in Excellence award in 2006. The company continues on its path of quality with the practices of customer feedback management established according to the ISO 10002 Standard for Customer Satisfaction and Complaints Handling.

Borusan Lojistik aims to review these feedbacks more effectively by fulfilling the requirements of this standard, to improve its processes accordingly and thus ensure the continuity of customer satisfaction.

Requirements of the ISO 10002 Standard

• The company should be customer-oriented
• The company management should make commitments about the process and its support to the process
• All the company employees should be aware of and implement their tasks and responsibilities about the process
• All complaints (even if unjust) should be recorded
• Complaints should be addressed and examined
• The root causes of complaints should be determined and their recurrence should be prevented
• All reasonable solutions should be examined when planning development actions
• The complaining party should be informed at each stage
• All correspondence and examination documents concerning the complaint should be recorded
• Process performance criteria should be determined and tracked
• Continuous development should be guaranteed

Borusan Lojistik has crowned its past works on customer satisfaction with the ISO 10002 Customer Satisfaction Management System Certificate. The “Voice of Customer” (VOC) Management System implemented since 2003 has a significant part in this success of Borusan Lojistik, which is the first organization to receive this certificate in the Turkish logistics industry.

CUSTOMER Feedback

Quality Management Standard

• Measures customer satisfaction and improves it by analysis.
• Meets customer expectations and addresses complaints by managing them quickly and effectively.
• Ensures continuous development by managing suppliers and their performances.
• Ensures continuous improvement by using systems such as 6 Sigma, Recommendation System and Corrective and Preventive actions.
• Ensures active participation by the employees.
• Analyzes and develops process performances by monitoring them.