Use of sustainability tools to answer questions from customers

In order to be able to describe the communication channels and use of sustainability tools within a company, it is necessary to find out how often and what kind of questions a company receives from customers and other stakeholders. A survey within different parts of the company can be used for this purpose. As mentioned in the Background section, four departments within the company were chosen for the survey. These were Regulatory Affairs, Sales and Marketing, Customer Service and Corporate Communications.

These questions can be answered by the use of the following tools:

1. Safety Data Sheets (SDS) and other product data sheets

A chemical company often receives questions about classification and labeling of chemicals, product properties and impact of products on the environment. These questions can be answered by the use of Safety Data Sheets, SDS, which all producers of chemicals are legally required to provide One section of an SDS is dedicated to environmental information. Here, eco-toxicologal data and information on for example biodegradability and bioaccumulation can be provided. The SDSs are administered and put together by the Regulatory Affairs department in co-operation with R&D departments. The Regulatory Affairs department are consulted as experts if questions from customers cannot be answered directly by information from the SDS or by the R&D departments.

Most of the times, SDSs can be further improved by including more environmental information when such is available. However, test results on chemical products concerning for example biodegradability or bioaccumulation can be difficult to interpret. Consequently, information is not added to the SDS until there is a mutual understanding and a consensus within the area of question in the company or within the business sector.

Product information papers/product data sheets are also tools that can be useful in handling customers’ questions about properties of the product. Since this kind of information is not legally required in a specific format like the SDSs, such information can be more adapted to the product and its applications by the company in question.

2. Environmental Product Declarations (EPD)

EPDs are mainly used by Sales and Marketing personnel in order to provide customers with verified and comparable information on the environmental performance of a certain product. The EPD or documents on which the EPD is based can be used to answer questions about the environmental performance of the product in different life cycle phases. However, the use of EPDs in marketing is not widespread in the company. This is mainly due to the difficulties in interpretation of the information in an EPD. However, the customers reactions on an EPD are very positive if the EPD is sent to them. Accordingly, the use of EPDs can improve the company's environmental image.

3. Frequently Asked Questions (FAQ)

Frequently asked questions and answers on Quality, Health, Safety and Environment, QHSE, is of great assistance for Sales and Marketing as well as for Customer Service staff since they receive a lot of similar questions about ISO certification, legislation and regulations and impact of products on the environment. The main purpose of FAQ is to avoid filling out separate questionnaires from customers. FAQ may be in the form of a written document or an electronic form that can be downloaded at the company website or sent directly to many customers by Sales and Marketing staff. An example of FAQ developed at Akzo Nobel Surface Chemistry can be found here.

4. Practices manuals, safety information on CDs, safety kits

Marketing staff very often receive specific questions from customers on emptying and cleaning instructions, safety and health protection measures, impact of products on human health and the environment etc. Thus, practices manuals, safety information and safety kits are well proven means of communication of information that can be used for educating customers during site visits, lectures and seminars. For example, the tools are helpful in educating customers on proper emptying of containers and use of ventilation during this process, also giving recommendation on personal protection. The safety kit that includes respiratory mask, eye-wash, gloves etc. is used for this purpose.

5. Internet and Intranet for customers and distributors

An internet site for customers and distributors can also be a good alternative and of assistance to the sales and marketing as well as customer service departments. For example, the Intranet website for distributors and customers provides useful information on the product portfolio, company policies as well as links to regulations and directives. Together with other self-instructive tools like FAQ described above, the Intranet and Internet website may prevent customers from regularly calling Customers Support, thus saving time for this department to deal with more specific questions from customers.

6. Press releases, news stories, seminars and site visits

There is always a need to establish an open dialog with neighbors and community and discuss environmental issues more extensively. Press releases, news stories, seminars and site visits can be used extensively in communication of environmental information to a wide range of stakeholders. Akzo Nobel, for example, publishes an online magazine “News & Views”, which is packed with news, features, competitions and opportunities for visitor interaction.

7. Corporate Social Responsibility (CSR)/sustainability reports and environmental reports

CSR/sustainability reports and environmental reports are methods of communicating summarized information about the activities within a company in these areas. The reports help maintain the company's reputation as well as enhance credibility among stakeholders. The communication department as well as sales and marketing staff are used to answer a wide range of environmentally and sustainability related questions by sending these reports to the customers.

Experiences