‘Voice of the Customer’ helps to ensure our business evolves with our customers’ needs

Since its official launch in January 2024, the Tirlán Ingredients Voice of the Customer (VOC) program has been a game-changer, driving customer satisfaction to enable value-add growth through customer-centric initiatives.

The Tirlán Ingredients Voice of the Customer (VOC) program is a pivotal initiative aimed at enhancing customer experience and driving business growth. While the program was officially launched in January 2024, we have been on the journey to improve our customer experience over recent years. Commercial initiatives on this journey have included developing our technical and solution selling capability through collaborations with R&D; the development of the Tirlán Innovation Centre in Ballyragget and the Customer Experience Centre in Abbey Quarter; value creation through collaboration with the Agri Farm and ESG teams; digital transformation through the implementation of C4C and the creation of the cross functional category HUBs. The VOC program also consolidates many other customer-centric initiatives from across the business to drive improvements and ensure a more customer-focused approach.

The VOC program is spearheaded by Seán Molloy and Ann Meaney with the primary objective to better understand customer needs, improve product and service offerings and establish a baseline to measure performance over time.

In 2024, an extensive quantitative research survey was conducted with 126 of our Ingredients customers. The research involved structured surveys across multiple languages and regions. This research provides us with valuable insights with feedback direct from our customers. It highlighted that Tirlán Ingredients has a strong relationship with its customers, with key strengths including product quality and honouring commitments. This is a powerful tool for staying attuned to the market and ensuring our business evolves with our customers’ needs.