19.02.2025
How do Bavarian SMEs implement the strategic approach of "customer centricity"?
In practical company portraits, we show how companies consistently place the customer at the center of their activities - including Flottweg. This best practice shows how customer centricity contributes to entrepreneurial success.
Interview with Jörg Lengenfelder: Customer centricity at Flottweg SE
Flottweg SE specializes in separation technology and offers solutions for the mechanical separation of media into different phases. This includes, for example, the separation of solids from liquids or the separation of liquids with different densities. An illustrative practical example is the brewery: in order to obtain clear beer, yeast is removed in a controlled manner or the desired turbidity is adjusted. A current topic is the production of alternative proteins. Typical applications for Flottweg technology can be found in the chemical, mining, pharmaceutical and biotechnology industries as well as in water management.
The product portfolio includes decanters, separators and belt presses. Decanters are horizontally operating centrifuges, while separators operate vertically and are used where decanters reach their performance limits. Special developments such as tricanters can separate the three phases in a single step. The Sedicanter is unique and is a kind of "cross between" separator and decanter that can process viscous suspensions with high feed volumes.
Flottweg has 1,300 employees worldwide and locations in over 20 countries. The company proves that highly profitable production is possible in Germany. The headquarters in Vilsbiburg includes the development center and a large part of production, while sales, service and assembly are provided globally.
Jörg Lengenfelder, innovation enthusiast and COO/CTO, told us in an interview how customer centricity is put into practice in his company.
"We are known for our machines, which are certainly the benchmark in many areas of the market. But it's always about the customer's entire process. The machine is only one part of it - albeit a central one. The market increasingly expects complete solutions, and we are prepared for that."
Jörg Lengenfelder
COO/CTO at Flottweg SE
What is your strategy for the next two or three years?
Jörg Lengenfelder: One important topic is the further expansion of our global presence. We have a very strong presence in Europe and America. We will continue to expand our operational footprint on the American continent in particular. On the other side of the world, Asia and South-East Asia is a huge growth market for us. The number of systems installed there is already considerable.
Of course, we are keeping an eye on the megatrends. A lot is happening in the food sector at the moment. I already mentioned alternative proteins - we just won a very nice order in Asia at the end of December.
Another strategic topic is the expansion of our process engineering expertise. We are known for our machines, which are certainly the benchmark in many areas of the market. But it's always about the customer's overall process. The machine is only one part of it - albeit a central one. The market increasingly expects complete solutions, and we are prepared for this.
At the same time, as a premium manufacturer, we are under pressure from companies in Asia and the Middle East, which are now also able to build good machines. One of our advantages is our process engineering know-how for complete systems, which cannot be easily copied. Not least coupled with the process engineering experience gained from thousands of projects. The trend is towards greater responsibility in projects - beyond the individual machine.
What does customer centricity mean for you in your day-to-day business?
Jörg Lengenfelder: Our claim "Engineered for your success" reflects our mindset. It didn't just come from marketing, but describes how we work. Many of our employees have been with the company for a long time and are committed to developing great solutions for our customers.
When an inquiry comes in, it's rarely as simple as "five standard machines from the configurator, done". Almost every solution is highly customized. As early as the quotation phase, we enter into discussions with the development department and ask: "Can we create this solution?" It's amazing, even though we've been doing this for decades, there's something every week where we say: "We haven't done it like this before." Development is an integral part of the quotation process. We are confronted daily with requests that come directly from the market. That grounds us immensely. Our service is also very important in product development. Ongoing maintenance and servicing offer a great opportunity to stay in contact with the customer and to learn.
In 2023, we developed the new nozzle separator. We received the German Innovation Award for this. Key requirements came from discussions with customers. When we approach such new developments, we speak to our customers: "You, we have something planned. Would you like to be part of the process? Can we get some input from you?" And that's how we developed this innovative separator in close collaboration with customers. For us, this is a great example of how this good relationship can also be used for new products.
As I said, a lot comes from the mindset in development. We actively promote this as a company management. The fact that the developers really are an integral part of the inquiry process and the weekly evaluation means that we are very close to the market.
What role do existing customers play and what role do new customers play for your business?
Jörg Lengenfelder: Both are extremely important. New customer business is incredibly important, especially in markets and regions where we want to grow. However, investment cycles are often long. An initiation phase can easily take three years. Existing customer business is super important because of the trust that is built up. Our systems often run 24/7 and are central to many process engineering processes. If a separation process stops, it's very bad for the customer - they lose sales, perhaps their reputation, not to mention the hassle.
In many sectors, the market is relatively small. If you have good systems, word gets around. Of course, that helps with new customer business. But we take great care to ensure that the quality of service and business with existing customers remains top in order to maintain our good reputation.
Flottweg is a foundation company, right?
Jörg Lengenfelder: Yes, Flottweg is run by a foundation. The company has undergone an interesting development: the name "Flottweg" has its origins in the first product: a bicycle with an auxiliary motor. Now we make centrifuges. This also shows that a company always has to reinvent itself. In order to put the company on a secure footing in terms of ownership, it was transferred to three foundations, two of which are family foundations. As Flottweg SE - a European "AG" - we proudly demonstrate our global orientation as a European company in Germany. We have a Supervisory Board and a three-member Management Board that manages the company's operations.
Our structure, history and family-run foundations make us a family-managed company. Decisions are made very sustainably. We can sometimes say: "The payback won't come until later and not in the next quarter." Of course, we think and act economically every day, but in addition to the current financial year, we always have the next few years in mind and can act accordingly.
Interview for Bayern Innovativ, conducted by Katarina Mose, Senior Business Development Manager, Zweitag GmbH, on 30.01.2025.
Successful in the market through customer centricity
We are convinced that companies with a clear focus on the customer are more successful in creating the optimal solution for their
target group. In our opinion, customer centricity is more than just an optimized process - the ideal "customer journey". It is a
company-wide attitude - the customer-centric mindset: We want to maximize added value for our customers. We
focus on long-term customer relationships. We place the "voice of the customer" at the center of everything we do.
As Innovation Management (TIM) at Bayern Innovativ, we show you the path to customer-centric innovation - using selected
company examples. In short portraits of Bavarian SMEs, we shed light on how customer centricity works in practice: from understanding
and defining customer needs to designing products, testing and obtaining feedback.
CEO-Talk Mittelstand „Customer centricity & innovation"
May 15, 2025 | Nuremberg
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