Understanding and acting on customer feedback is vital to grow a company, especially in today’s business climate. ASUG recently spoke with Abdul Dezkam, customer experience management lead at Grundfos. The Denmark-based, international water pump manufacturing and technology company is committed to using customer feedback to improve its products and address its customers’ pain points.

Grundfos recently completed a multiyear implementation of Qualtrics with SAP Customer Relationship Manager in an effort to better capture vital customer experience data. The company presented its implementation project at SAPPHIRE NOW in 2020, where it won the Experience Innovator category. Dezkam walked us through how this project began, the key insights it yielded, and how the company is using artificial intelligence (AI) and machine learning.

Jim: Grundfos recently rolled out Qualtrics and SAP Customer Relationship Manager (CRM). Can you walk me through the decision to implement those two solutions?

Abdul: When we started this project three years ago, we were focused on the concept of customer pulse. There were two reasons for this. First was our strategy in which understanding customers is a key enabler for success. We had a lot of ambitions about growing our business, but we knew that we couldn’t do that without understanding our customers. We've been working with customer feedback for more than 15 years, but it’s always been on an annual or biannual basis. We needed to get even closer and get an instant pulse from our customers.