Customer Relationship Management

Value Chain Boundaries

Suppliers
Impacts of this topic are evaluated throughout all Argos operations.Argos
Impacts of this topic reach our industrial and/or retail clients.Clients
Impacts of this topic reach our communities, authorities and other individuals of the society.Society

Our management approach

Added value to the company

A close relationship with our clients allows us to understand their needs and deliver compelling value propositions. Being preferred by our customers is the key metric of success and a source of long-term sustainability.

Added value to society

We contribute to the progress of society by offering high-quality products and services to our customers through a responsible value chain.

103-2 Initiatives, commitments, and policies


Argos Commercial Model (Go to Market Approach)

103-2 Governance

Board of Directors
CEO and Executive Committee
Business Units
Regional Marketing Directors
Customer Relationship Teams

2016 performance

  • The creation of the infrastructure business unit allowed the company to consolidate its segment leadership through a team that is exclusively dedicated to this purpose.
  • Support for the “Construyá” Financing Scheme, which seeks to provide access to construction materials for low-income families.
  • The implementation of the Blueprint tool in Honduras allowed us to track different KPIs across the customer experience.
  • Development of a new product portfolio for concrete based on Value Added and Specialty Products.

Costumer, Honduras, Caribbean and Central America Region

103-2 Upcoming challenges

  • To manage new competitive dynamics in the industry.
  • To actively participate in 4th Generation Infrastructure Projects in Colombia.
  • To standardize the customer satisfaction metric among regions.
  • To focus our efforts and resources on the tailor-made customer experience we want to provide.
  • To continue working in order to become an increasingly customer-centric organization.

102-44 102-43
Customer satisfaction
Countries where the survey is conducted

Costumers, Honduras, Caribbean and Central America Region

Colombia

Goal 82.5%

201688.9%
201583.5%
201485.2%
USA

Goal 82.5%

201684%
201584.3%
201484.4%
Caribbean and Central America

Panama

Goal 82.5%

201679.3%
201584.3%
201486.7%

Honduras

Goal 76%

201686.1%
201588%
201470.8%

Dominican Republic

Goal 82.5%

201688.3%
201587.5%
201485.4%

Suriname

Goal 82.5%

201683.2%
201569.4%
201484.7%

Haiti

Goal 76%

201658.7%
201578.5%
201476.7%

A-RCI1 PERCENTAGE OF REVENUE GENERATED BY Retained CUSTOMERS

2013
2014
2015
2016
Colombia Region
89%
93%
91%
90.8%
CCA Region
82%
89%
USA Region
90%
95%
94.6%
2016 Goal tracking
···
· We strengthened brand positioning in all segments and territories.
· We continued and expanded the loyalty program for customers in the Caribbean Region.
· We established a contact center and customer service line for the Caribbean Region.
· We explored new channels for Colombian retail customers.
· We strengthened our value proposition and the customer information platform for the Colombian 4th Generation Infrastructure Projects.
· We increased the number of proposals and initiatives for digital maketing projects.
· We implemented the
Customers Journey Map tool.
2017 Goals
  • We will launch the Argos Brand in the USA states of West Virginia, Maryland and New York, setting up marketing function in the USA.
  • We will go foward with deployment of a customer relationship management tool in the other regions.
  • We will revisit the metrics we use for customer satisfaction in order to guarantee they continue reflecting our competitiveness and progress.