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Global Pulp News Foreword Angeline Elfström

This one’s all about you

The fact that Södra has created the role of Customer Relations Manager points to a strong desire to enhance their customer relationships which is key for any successful business.

In my previous role at Volvo, part of the job was to raise the brand from the mid-range to the luxury segment and while the business is very different, Södra’s ambitions are similar – to rise above the average and offer a premium value and service. Like Volvo, Södra aims to put the customer at the heart of its business and designs its products with the customer in mind. Quality, safety, and a focus on making life easier for the customer, are common traits between both companies.

Södra has a good reputation when it comes to building and maintaining customer relationships, but we don’t take this for granted. We want to consolidate this position and we know that we need to be proactive to do that. That’s why we encourage customers to push us and themselves via Pulp+ Projects. We invite you to challenge us, whether it’s a minor process improvement or an idea for a whole new product application; we are actively seeking customer engagement to see what we can achieve together and how far we can push the boundaries of what has been done so far.

I will be heading up Pulp + which is exciting as this is an excellent portal for customer focus. Pulp + was created to push for continuous improvement, stretching us and you, to challenge the status quo. With a focus on innovation and development, we want to ensure that everything we do is focused on enhancing our customers’ performance and helping build a more sustainable future.

I will also be liaising between our sales team and the marketing and communications department. I am really looking forward to playing a part in an area where Södra has been a pioneer – the latest Hero campaign deliberately broke with traditional ways of advertising pulp, spreading the message that all sustainable fibre is a good thing, and clearly adding value for our customers in the process.

A key part of building customer relations is understanding what the customer wants from us and to this end, we conduct a customer survey every two years which I will be coordinating. We are extremely grateful for all your feedback: As we strive constantly to improve our customer support and strengthen our customer relations, we are always aware that understanding each other is a prerequisite of moving forward. So thank you in advance for your support and I look forward to meeting at least some of you in 2019 and to helping make your relationship with Södra stronger still!

Angeline Elfström, Customer Relations Manager

All about Angeline:
Born: 1986
Lives: Växjö, Sweden
Joined Södra: November 2018
Job title: Customer Relation manager
Education: Msc Business and Economics, University of Linköping
Previously: Commercial Project Leader, Volvo Cars
Likes: Spending time with my family and travel
Status: Married, two children

Contacts: E-mail: phone + 46 470 894 25, 

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Subjects: Pulp


Subjects: Pulp



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