From feedback to practice – turning customer insights into actionable strategy at Sarlin

Sarlin had an extensive customer survey conducted by the research agency Vastakaiku Oy in the summer of 2025. The respondents represented a wide range of industries, from compressed air and energy solutions to automation and maintenance services.

Sarlin Customer Experience Survey 2025: 

• Respondents from 441 companies operating in Finland, with turnovers spanning below €5 million to above €100 million.
• The survey method was comprehensive electronic survey.
• The aim was to study the customer experience and Sarlin’s performance as a strategic and expert partner, and as a supplier of solutions, services and products.

The survey was a natural follow-up to the previous year’s customer perception survey, which mapped industry trends and the market situation more broadly and included interviews with a wide range of Sarlin’s customers and other major stakeholders.

The survey produced positive feedback on Sarlin’s work especially in the following areas:

• expertise and technical know-how
• reliability and long-term partnership
• comprehensive range of services
• rapid response and flexibility.

78% of respondents considered cooperation with Sarlin smooth or very smooth.

The study also highlighted concrete areas for development, which Sarlin has addressed with determination.

For example, customers would like more proactivity and clearer communication.

“The feedback not only clarified previously identified areas for improvement but also confirmed that we are on track with the basics,” says Jiri Viholainen, Sarlin CEO.

Sarlin has launched several development projects based on the feedback. These focus on improving customer communication, proactivity and speed of response.

“The key is to continue managing daily operations diligently and to maintain an active approach to problem-solving,” Viholainen stresses.

The value of customer research is only realised when the results are translated into concrete actions.

Tenhunen compliments Sarlin on its willingness to develop operations based on data.

“Sarlin has a clear intent to introduce changes based on the feedback received. Many companies have access to excellent data and insights, but fail to take bold decisions,” Tenhunen says.

The dissemination of results throughout the organisation is an essential part of the process.

“At Sarlin, it’s not just the management team that considers follow-up actions. The information is shared across the organisation, enabling business units to reflect on the takeaways,” Tenhunen continues.

Tenhunen also highlights the importance of prioritising development measures.

“Not everything should be done at once. It’s important to prioritise: quick improvements can be implemented in the short term, while deeper process development can be allocated longer time frames.”

“I appreciate your competence in the industry and your broad network of partners.” - Customer feedback

Sarlin values openness and the culture of listening. This is reflected in openly discussing insights from customer feedback and including them as a key component of strategy development.

“The customer feedback was surprisingly well aligned with our strategy. It supported our strategic choices and priorities,” Viholainen comments.

Customer insight is particularly important in service development.

“Today, customer relationship management is not just about providing and selling services, but about constant interaction and dialogue,” says Viholainen.
 
“Customers don’t expect any miraculous circus tricks, but careful attention to the basics and an active approach to solving problems,” he continues.

The CEO personally lent an ear to customers, reaching out to more than a hundred customers who agreed to be contacted. This led to dozens of fruitful conversations.

“We expanded on the issues and expectations identified in the study during follow-up discussions. These have been extremely valuable dialogues,” Viholainen says.

The extensive customer experience survey deepened Sarlin’s understanding of our customers. To build on it, we will continue regular customer satisfaction measurement and active dialogue with customers.

 “On behalf of Sarlin, I would like to thank all the customers who took the time to share their thoughts. Everyday life is busy, so it’s great that people found time for this. It shows that our customers have interest in joint development,” Viholainen says.

When strategic choices are genuinely based on customer needs and expectations, the result is sustainable business that benefits all parties.