The retail trade’s valued partner
Valio’s customer satisfaction among both retailers and customers in Food Service provision has been found in surveys to be the highest in the food industry in Finland (Factum survey).
Highest customer satisfaction in the food industry
Customers value Valio’s brand products, reliable operations, and professional co-operation.
Valio’s customers include e.g. FMCG chains, staff canteens, restaurants, wholesalers, petrol service stations, Food Service providers and bakeries all over Finland.
Supply performance in Finland was measured at 99.3% in 2015 (2014: 99.2%).
Valio Group net sales in Finland accounted for around 65% of Group net sales in 2015 (2014: 65%). Finnish net sales include domestic sales and sales of raw milk in Finland to other dairy companies.
Sales to the retail trade accounted for some 74% (2014: 73%) of Valio sales in Finland (1 116 million euros), sales to the Food Service sector (e.g. staff canteens, public sector purchases, wholesalers, restaurants, petrol service stations) around 14% (2014: 13%), and industrial sales around 12% (2014: around 14%).
Valio delivers products to its customers in 85% recirculating and environmentally sound transport units that save customers work.
Should a product fault or error occur, Valio will communicate it openly and as swiftly as possible.
Valio interacts with consumers
Valio provides answers to questions related to its products and operations via the contact form on the Valio website, by telephone, via the company’s Facebook pages and on Twitter.
Quality measurement yielded a good rating for Valio Consumer Services. Consumers especially valued service speed, friendliness and expertise.
Valio Consumer Services responded to some 28 300 queries in 2015 (2014: 32 000). The Internet was increasingly the most popular medium used to contact and message Valio.
Contacts divided almost evenly between product complaints, and a variety of questions, wishes and ideas.
Consumers were particularly interested in matters related to products, such as their ingredients or suitability for cooking. Consumers also provided Valio product development with lots of ideas and wishes.
Valio’s websites attracted more than 23 million visits in 2015 (2014: 18 million).
Valio launched a new online version of its Maito ja Me magazine in 2015 as a professional service for the owner entrepreneurs.
The day-to-day life of dairy farmer entrepreneurs is presented on the Valiomaitoa page.
The online services are adapted to different devices, so can be accessed conveniently via PC, smartphone or tablet.
Valio is active on social media, providing services to consumers. On Facebook alone, Valio reaches hundreds of thousands of Finns every week. YouTube is the main channel for Valio’s video communication. Valio and its owner entrepreneurs have a strong presence on Twitter and Instagram.
Valio has set up an online virtual market research community to support product ideation, planning and testing.
Responsible marketing communication
Valio’s value We Make the Best also guides marketing communication. This means that Valio complies with the international rules and guidelines published by the Association of Finnish Advertisers.
We have also set down four ethical guidelines to be applied in advertising in particular:
1) Principle of truth
2) Principle of equality
3) Principle of respect
4) Principle of safety
We have further provided guidelines on how Valio and Valio employees should behave when acting in the name of the company in social media.