Attention to Customer Focus is one of Fibria’s attributes. In 2017, we advanced in this journey through actions, initiatives, and projects that involved several areas, based on the surveys conducted with our customers at the end of 2016.
In this consultation, it was possible to better understand how Fibria could become a more essential part of the projects and achievements of our direct customers, and further ahead, of the customers of these customers. More broadly, seeking Customer Focus implies a different way of working with the companies that buy our products: there is no longer a single point of contact between a Fibria’s sales professional and our customer’s purchasing employee. The contacts between members of the two teams multiply, become more comprehensive and diverse. The change becomes qualitative as well as quantitative, and facilitates the development of joint projects that represent value for both companies.
Dealing with and cultivating customers requires empathy with human challenges. Less attentive companies place their focus on customers in a simplistic attempt to please and seduce them in order to get their business. By focusing on the customer, companies are led by past experiences of customers, riddled with setbacks they have already experienced and do not wish to repeat.
They typically look at the autopsy as the priority treatment. However, in order for a company to truly serve its customers, making them loyal and spontaneous promoters who are able to recognize merits through fair payment for what they value, it is necessary to know what customers want long before they ask.
Customer Focus is the pillar-platform of a winning strategy based on difficult-to-copy intangibles. Customer Focus is part of the most admirable companies in any market. Developing a Customer Focus culture means that each employee becomes part of the customer’s journey, anticipating what else the customer wants and expects in order to materialize dreams for the future.
Fibria was born with this firm belief. Faced with the Philosophy of Valid Companies, which Fibria took as its raison d’etre, the company began to design all initiatives through Customer Focus. This concern, ethical and competent, has made Fibria and all its employees living examples of what is well done, true, and beautiful in the markets in which it operates. Attributes like these are what make companies leaders, in this world in need of worthwhile and valuable experiences!
José Carlos Teixeira Moreira
President of the School of Industrial Marketing
In 2017, we made significant progress in this regard with the creation, for example, of Corporate Quality Management Area, that reports directly to the Industrial Department. In this way, the aspect of quality began to be handled with a higher level of responsibility. Other initiatives in different areas have also contributed to this advancement in customer service.
Point of View Putting yourself in the customer’s shoes is an exercise that always brings good results. Here are some of the changes we’ve made in this sense:
The growth in global demand for pulp in 2017 was supported by better macroeconomic conditions in all regions and the good performance of the paper market throughout the year. In order to reinforce this positive scenario, some specific factors restricting supply occurred throughout the year – in particular, unscheduled production shutdowns due to operational problems and delay in the arrival of capacity increases announced by other international producers.
The result of these two forces was the low availability of pulp on the market and a consistent rise in prices – conditions very different from the forecast for 2017 made by analysts at the end of 2016. The turnaround in the market found Fibria in a more than favorable situation to cater to this demand.
On the one hand, our new production line in Três Lagoas (Mato Grosso do Sul state) began its operation in August, three weeks ahead of schedule, and has since maintained a learning curve that is much higher than programmed. As a result, it was possible to offer the market larger volumes of production even before plan.
On the other hand, our contract to market pulp produced by Klabin represents an additional 809,000 tons per year of the product to Fibria’s commercial supply (read more about this joint project between the companies in the Export Partnership box).
Pulp sales (in million tons)
Since May 2016, Fibria has been responsible for selling the pulp produced by Klabin on the global market. The contract between the two companies has a four-year term. In 2016, Fibria sold nearly 478,000 tons of the Klabin product with Forest Stewardship Council® (FSC®), (FSC-C102372) certification; in 2017, the first full year of the partnership, volume reached 809,000 tons.
in 2017, the first full year of the partnership, volume reached
Dilmo Florêncio, controller of port operations, in Aracruz (Espírito Santo state)
Photo: Marcio Schimming
In this context, the company’s commercial reputation as a safe and reliable supplier is added to other components of Fibria’s value proposition including sustainability in production and operations, which is increasingly perceived and valued by our stakeholders and society itself, as well as, a portfolio of differentiated products including TCF pulp (without chlorine or chlorine dioxide in bleaching) and Eucastrong, an eucalyptus pulp that is more resistant to traction and less energy-consuming in the paper production process.
To better defend its value proposition in a changing, competitive global scenario, the company gauges each part of this strategy according to current demands. When demand grows in a sustained manner, as it has now, causing prices to rise and product shortages, trust in commitments and the certainty of contracted deliveries become more important – very strong attributes throughout Fibria’s history.
Em 2017, for the first time the volume sold to Asia surpassed the volume bought by Europe. In 2017, there was a relative stability of the sales volume to the European market, remaining around 2 million tons, while Asia increased to 2.3 million tons.
In addition to the country’s growth, a new domestic environmental policy contributes to increasing China’s appetite, after the decision to close old pulp and paper mills that do not comply with stricter pollution control standards. The growing importance of China in the global market underscores a decision made by Fibria in 2016: to base the company’s Commercial Director, Henri Philippe van Keer, at the Lustenau office in Austria. From Europe, halfway between the Americas and China, it is possible to monitor and work more closely with the Asian market.