Saintex: Hundreds of B2B Feedback in 30 Minutes

Saintex Oy is a family-owned company founded in 1948 that designs and manufactures its products in Finland. The company is guided by responsible values, first-class products and an excellent customer experience. However, measuring customer satisfaction was found to be challenging until Saintex tried Trustmary and received dozens of customer feedback and testimonials within minutes of trying Trustmary.

Saintex’s target group are Finnish companies who want to order branded products with their own logos.

– Some of our customers order from us several times a year. We are able to meet thousands of different needs, from building a brand’s image with branded products to streamlining working life with new products, says Susanna Blomqvist, CEO of Saintex.

With hundreds of customers every year, Saintex solves thousands of different needs for its client companies.

Throughout the company’s long history, customer feedback had not been collected at all, even though the management team had a strong gut feeling that customers are satisfied.

– Our product, services, and clientele are such that we were convinced we’d get only a handful of feedback with a survey, Blomqvist continues.

Problem: No Feedback Process

When you don’t ask for feedback, you don’t get it. This is often due to the lack of a customer feedback process.

– We have always put a lot of effort into our customer experience, says Piia Määttä, Account Manager.

– Because we deal with so many customers personally on a weekly basis, we have had a strong feeling that our customers are satisfied, continues Mika Sahikallio, Sales and Marketing Manager.

With the change in strategy, it was decided to change the gut-feeling to facts by developing a customer feedback process and asking for timely feedback.

– We want to stay on the pulse of our customers’ needs and opinions so that we can improve our services and products based on the feedback we receive, says Blomqvist.

First Feedback in Minutes

As no customer feedback had ever been collected, it was decided to conduct a one-off survey for all customers who purchased in 2024.

– Just a few minutes after sending out the survey, we received the first responses. We were thrilled to see the wonderful open feedback from customers we know, says Blomqvist.

Customer Feedback in Minutes – the Process

• Imported customer list with additional information to Trustmary (email, name)
• Created a survey
• Modified the survey email and added personalisation
• Two reminders were set for non-responders
• The survey was sent

The whole process took less than 30 minutes, and the survey was set up with the brand colours and logo.

Examples of B2B Feedback

Because of Saintex focuses on providing a first-class customer experience and on the quality of its products, the company received a lot of praise for those aspects.

Feedback included:

• First class and expert service
• Service-minded staff
• High quality and domestic products
• Made in Finland
• Fast delivery
• Keeping its word: What was agreed upon, was delivered

This feedback has already been posted on the website with review widgets:

Asking for Customer Feedback Constantly

The results of the first mass feedback survey were mind-blowing:

• Almost 300 responses
• NPS over 80 (on a scale of -100 to 100)
• NPS average 9.35/10
• 80 reviews from business decision makers
• Lots of praise for products, services, people

– It was really exciting and interesting to see the current state of the customer experience. We were inspired to see what our well-known customers think about us. We immediately shared all the feedback internally, Määttä says.

The customer database and day-to-day operations are managed in the ERP system. It was decided to integrate the surveys into existing processes.

– We have now added a customer survey to go out ten days after delivery, so that collecting feedback becomes part of everyday life and not a separate process, says Sahikallio.

Making the Most of Customer Feedback

Saintex sees that the website plays a significant role in their business.

– On our website you can, for example, design a reflector with your own print or logo, Sahikallio says.

A website is one part of the buying journey, and one of its most important functions is to increase trust in visitors.

– In B2B, too, the experience of individuals is really important. A mere logo carousel only tells you that a company has customers, while reviews tell you the most important thing: what the customers themselves think of us, says Sahikallio.