Customer satisfaction

We regularly monitor customer satisfaction through customer satisfaction surveys conducted internally or by a third party. The results confirm that our customers value our comprehensive product range, reliability and excellent environmental performance.

Surveys as a tool of improvement

Based on various business customer satisfaction surveys we carry out regularly, our overall total satisfaction rating as a supplier is 86% (in 2019). This indicates our customers’ overall satisfaction with our performance and their relationship with the main sales contact.

Our surveys offer a tool for continuous development that brings an external customer dimension to our performance management. Through these surveys, UPM deepens its knowledge of customer attitudes, thoughts and perceptions. They have provided valuable insights to help us further improve our standards of excellence. UPM focuses on improving both its local performance and global processes and guidance.


UPM has an ‘Environment and Responsibility Enquiry’ tool which saves  enquiries from customers in Communication Papers, Specialty Papers, Plywood, Biocomposites, and Timber. The tool allows us to analyse and follow up on trends and emerging topics surrounding the environmental and responsibility issues our customers are concerned about. The tool enables us to be proactive in our actions to meet changing customer demands, thereby helping us to improve our customer service.

The main topics of concern raised by customers related to product safety, origin of wood, forest certification, and chain of custody as well as environmental labels. Interest in social and ethical issues is rising globally.

Public databases

WWF’s “Check Your Paper” (CYP) tool is a public database for pulp and paper products of high environmental standards. The CYP method focuses on a limited number of environmental parameters, such how well forest management practices, use of recycled or virgin fibre, fossil CO2emissions, waste going to landfill and water pollution from mills. The method is simple yet not simplistic, and has been developed and fine-tuned by WWF on an ongoing basis since 2007, in collaboration with scientists, paper buyers, producers and NGOs.

We have been part of CYP since the very beginning and were one of the first companies to rate papers using the tool. Today, UPM has a total of 25 paper products groups rated in the CYP tool. All of them are third-party verified. The results vary from “good” to “excellent”, with the majority being “very good” or “excellent”.