Customer experience is in STAXS®’s DNA and strategy. It is widely supported within the company. Support and rhythm are essential, according to Jeroen Juffermans, Chief Customer Care Officer at STAXS®. Within STAXS®, Jeroen is concerned with continuously putting CX on the agenda and the process monitoring of cNPS. Like the entire STAXS® executive team, Jeroen embraces the CX strategy and works with his team to process all customer feedback. “It is important to have a good relationship with customers. We see and notice that collecting and following up on feedback throughout the year pays off. We are grateful to our customers for participating. And our customers, in turn, appreciate that their wants and needs are being addressed.”
“We are grateful to our customers for participating. And our customers, in turn, appreciate that their wants and needs are being addressed.”
Follow-up and impact
Jeroen continues: “Each month we survey a portion of our customers and our team then calls customers to get a better understanding of the specific customer needs and issues at hand. We address areas for improvement, discuss possible actions, but also tip off what is going well. We have been working well with Integron for measuring customer and employee satisfaction since 2023, and we started using this approach. We do not outsource the follow-up calls to Integron, but do them ourselves because it is a very specific industry and, if necessary, we can ask further questions about customer issues. This often yields valuable and fun responses that also translate into satisfaction scores. We follow up on every customer’s feedback, but sometimes something can’t be resolved quickly or completely. We let the customer know that, too. Transparency and clear communication are important.”
“Our team calls customers after to get a better understanding of the specific customer needs and issues at hand.”
Loyal customers
According to Jeroen, STAXS® customers are generally satisfied, and we are very happy about that. “We see that reflected in the scores. We score well with a 7 or 8. Customers do not easily give a 9 or a 10. That is not common in the industry and in our European culture. Yet we get those with regularity. Our customers appreciate not only the quality of our products, but also the added value we offer them. We like to show that our product range is much broader than is often thought: in addition to specific solutions, we have much more to support our customers optimally. What makes us particularly proud is the long relationship we have built with many of them. Some customers have trusted STAXS® for more than 25 years. We see that as the best proof of the quality and service we deliver every day.”
“What is beautiful is the long relationship we have built with many customers. Some customers have relied on STAXS® for more than 25 years.”
Sharing results and findings
Follow-up and assurance of results are essential. Internally, the survey results are shared with management and employees. “We discuss the results at the board level. We also do that every month,” says Katia. Jeroen adds: “In addition, we regularly share the findings with the employees. They obviously like being told that customers are satisfied. From that and also from the conversations they have, they get energy. But on the other hand, it is also good to see how we can all further improve our services. That is a continuous point of attention and thus also a meaningful interaction between customer and employee satisfaction. That’s how we keep everyone involved.”
Internally, the survey results are shared with management and employees.
Action Management
“We carefully record all measurements,” Jeroen says. “That also applies to the actions resulting from conversations with customers. For this, we use Integron’s Customer Heartbeat results dashboard. This dashboard gives us valuable insights from our surveys and helps us take targeted follow-up steps and monitor them. This creates a continuous process through which we structurally keep our finger on the pulse and continue to strengthen our customer satisfaction.”
Enthusiasm and support
According to Jeroen, STAXS® is in a strong position and manages to enthuse many customers time and time again. “That’s special, especially since many of our customers are also competitors of each other,” he says. “What makes us extra proud is that employees who transfer to another organization take their positive experiences with STAXS® with them and recommend us to their new employer. Our advice to other organizations? Put customer experience (CX) and follow-up at the center. It is precisely that attention and care that make lasting impressions and strengthen relationships. Create support and rhythm within your organization. If that’s not there, it won’t work. So make sure that internally you get everyone on board and continuously involve them in the feedback you collect.” Benjamin de Mooij, Business Manager Customer Experience at Integron and contact person for STAXS® fully endorses this. “We see that these two elements are often missing. This is also the reason why we help many of our customers with more structure in the form of continuous program management to get this kind of thing right. Many organizations struggle with this. It’s great to see STAXS® taking this forward.”
“Make sure that internally you get everyone on board and continuously involve them in the feedback you collect.”
Opportunities and challenges
For the future, Katia and Jeroen see plenty of opportunities for further growth. “It’s about everyone staying involved, using their talents and contributing with passion. That’s how we continue to improve together and surprise customers time and time again. That there is a certain discipline, where we stick to mutual agreements made and the realization of KPIs. That ensures consistent follow-up and thus we increase the chances of even higher customer satisfaction,” says Katia. Jeroen adds: “There are also challenges in the area of European regulations that are becoming increasingly stringent. It is important to be able to respond to this constantly.”
About STAXS®
STAXS® is part of CWS Cleanrooms, part of the portfolio of Germany’s Haniel Family-Equity. The company distributes cleanroom consumables in the life sciences and pharmaceutical industries. Its product portfolio consists of its own DOTCH® brand and best-in-class third-party brands. STAX® also offers custom solutions and assists customers in implementing efficient contamination control. STAXS® has three offices: in the Netherlands (Heerenveen), Belgium and Germany. In addition, the company is active in the Nordics, the United Kingdom and Ireland, providing solutions to customers worldwide.
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