Our annual Distributor Survey plays a significant role in helping us understand how our partners perceive ComAp across various areas of cooperation, from technical support and marketing to product management, as well as newer initiatives such as ESG. We spoke to Katerina Kratochvilova, our Distribution Manager responsible for the survey, to find out more about why the Distributor Survey matters and what makes it one of our best-managed processes.

Katka, can you briefly describe what the Distributor Survey is and why ComAp runs it?

The Distributor Survey is one of our key tools for collecting structured and concise feedback from our partners. It is designed to evaluate satisfaction across all major touchpoints, including sales support, marketing, technical support, R&D, quality, and, more recently, ESG (Environmental, Social, and Governance). Through a combination of ratings and open comments, the Distributor Survey provides us with clear insights into how our partners view our performance and in which areas improvements or changes are needed.

How often is the survey conducted, and who is it targeted at?

The survey has been conducted annually since 2021, with a brief hiatus in 2022. It targets ComAp distributors, channel partners (our partners in North America), and selected service and solution partners. The final list of recipients is determined by the Area Sales Managers, who assess which partners are active enough to provide meaningful feedback.

How do you involve internal stakeholders in the preparation of the survey?

Survey preparation is really a collaborative process. All stakeholders, including Sales Support, Technical Support, MarCom, Product Management, and Quality, are involved from the outset. Each year, they are invited to review and revise the questions, although changes are made carefully to ensure consistency across years, which, of course, helps us track trends over longer periods of time.

Can you please explain how the survey questions are selected and validated?

The initial set of questions was developed by Distribution Development and Marketing, with input from key departments. The goal was to cover all fundamental areas of cooperation with our partners. The question areas also relate to the "Strong Partner" framework, but in reverse. So, instead of asking what makes a strong distributor, we ask what makes a strong supplier. Each question is reviewed annually for relevance and feasibility.

How is the survey communicated to distributors each year?

Communication is carried out through various channels. The survey is initially announced via our newsletter and a dedicated email. Additionally, Area Sales Managers inform their partners directly during regular calls. Reminders are also sent out to boost response rates, and the importance of the survey is emphasised throughout these communications.

How do you encourage a high response rate with the survey?

While we don’t use any material incentives, the survey's credibility is reinforced by how seriously we treat the results. Because of this, distributors know that their input will be heard and acted on. We also make sure to time the survey to take place before our virtual ComAp Distribution Forum (CDF), where the results are shared in a dedicated session. I believe this transparency builds trust and encourages further participation. This year, we achieved a 68% response rate, which I’m happy to say is our highest yet.

How is the data from the survey analysed and shared internally?

The analysis of the survey is handled internally. Every comment is read and assessed individually, this year with some support from AI. The results are then broken down by field and compared across previous years. Stakeholders from each department receive the relevant insights and discuss the possible actions to be taken within their teams. Area Sales Managers also receive the specific feedback from their partners, as the survey is not anonymous, and are expected to follow up with them directly.

How are the follow-up actions defined and prioritised?

We always try to prioritise areas where the feedback indicates gaps and where action is most feasible. For example, a long-standing issue identified through previous surveys was the quality of our manuals. This led to a dedicated project that transformed our documentation standards, with support from external experts. Other ongoing areas of focus include warranty processes and language localisation.

In addition to the improvements mentioned for the manuals, can you give examples of any other changes that were made as a result of the survey?
 
In addition to the manual improvement project, the survey has also helped to streamline warranty processing. The SLA for handling claims has significantly improved, and partners have noticed this. Feedback from the survey has also informed roadmap decisions for both product and marketing development.

Why do you include a question related to ESG?

The survey includes a question about the importance of ESG in the respondent’s region, as well as how well ComAp is performing in this area. While ESG is not a top priority in every market, we see it as a crucial issue that we want to raise awareness of. The positive trend in responses this year is likely due to the publication of our ESG report last year.

Why do you think the Distributor Survey is seen as such a well-managed process?

I would say that there are many other internal projects that are even better managed, but if we talk about the survey itself, its success likely comes down to simplicity, consistency, and close collaboration with stakeholders. Having long-standing experience working with our partners, I try to understand both their needs alongside my knowledge of ComAp’s internal workflows. We keep the process simple, make sure the right people are involved, and most importantly, we take action based on the results.

Thank you for the interview, Katka. It seems that the survey was quite a success this year!

Yes, I would like to end by saying that I am very happy with the results of our survey. I honestly think this year’s results speak for themselves: a 68% response rate and an average score of 4.31 out of 5, or 86%. To me, that’s a clear signal that the survey is valued by our distributors and that we’re on the right track. We’re very committed to continuous improvement, and as participation and satisfaction grow year on year, so does our dedication to delivering those improvements.