To understand and improve the customer experience, Kiilto continuously collects feedback from its business customers. This feedback enables us to make data-driven decisions that strengthen customer satisfaction and long-term customer relationships.
For several years now, feedback has also benefited the environment: each individual response is a concrete environmental act. In previous years, we have planted a tree for every response through the Taimiteko initiative. In 2026, we invite our customers to protect the Baltic Sea through their feedback: for every response to the customer experience survey, we will donate one euro to the John Nurminen Foundation.
“In previous years, we have received 2,500–3,000 responses. Now, we invite our customers to help increase this number and grow the donation for the benefit of the Baltic Sea,” says Katja Suuriniemi, who is responsible for developing customer experience research at Kiilto.
Shared Responsibility for the Baltic Sea
Most of Kiilto’s operating countries are located on the shores of the Baltic Sea, and the well-being of the sea is important to us. Eutrophication of the Baltic Sea is one of the biggest environmental problems in Northern Europe.
“The Baltic Sea faces many threats, from climate change to pollution. The John Nurminen Foundation does long-term work to ensure that the Baltic Sea and its heritage are preserved for future generations. The Baltic Sea connects Kiilto’s customers in different countries, and feedback is an easy way to join forces for this important shared cause,” Suuriniemi reflects.
The John Nurminen Foundation uses donations to carry out concrete, impactful, and measurable conservation actions that reduce the load and environmental risks affecting the sea. The goal is a Baltic Sea with balanced nutrient levels and algae, sufficient oxygen at the bottom, and a diverse and vibrant marine environment.
Long-Term Cooperation
The cooperation between Kiilto and the John Nurminen Foundation began in 2021. Kiilto has actively participated in Baltic Sea Day, which is celebrated annually on the last Thursday of August, and has supported the foundation with an annual donation. The cooperation has included various Baltic Sea Day campaigns, social media challenges, and additional donations linked to product sales.
The 2026 additional donation model offers our business customers an easy way to participate: by responding to the customer survey, you help us improve our operations and at the same time do good for the Baltic Sea. Every response is a step toward a better customer experience and a cleaner Baltic Sea!
(Picture credit: Timo Ketonen)