19.02.2025
How do Bavarian SMEs implement the strategic approach of "customer centricity"?
In practical company portraits, we show how companies consistently put the customer at the center of their activities - including RISSMANN GmbH. This best practice shows how customer centricity contributes to entrepreneurial success.
Interview with Sophie Ivens: Customer centricity at RISSMANN GmbH
RISSMANN GmbH is a manufacturer of high-quality packaging solutions such as carrier bags and boxes that specializes in B2B customers. The company offers customized products that are individually tailored to the customer's needs, from the feel to the materials and colors. Attention to detail is particularly important in the luxury sector. RISSMANN GmbH supplies the global branded goods industry in the prestige segment. Its customers include well-known luxury brands.
Sophie Ivens, innovation enthusiast and CEO of RISSMANN GmbH, told us in an interview how the focus on the customer is lived in her company.
What strategic goals have you set for your company?
Sophie Ivens: Our strategic goals are clearly defined: We want to serve our international customers in Europe, Asia and North and South America in the best possible way. Sustainability is also very important to us. For this reason, we are increasingly relocalizing production. While we are well positioned in Europe and Asia, we are currently working on implementing suitable solutions in America.
Our production facilities are regularly audited. This enables us to guarantee social, quality and environmental standards. These requirements are an integral part of our customer-centric approach and a prerequisite for being able to enter into business relationships at all.
Where do you involve customers in your day-to-day business?
Sophie Ivens: We always focus on the customer. We have established a global account management system to perfectly meet the requirements of our international customers. This enables us to realize tailor-made packaging solutions together with our customers. Sampling and prototypes play an important role in giving the customer an impression of the product.
Our customer relationship goes far beyond pure product development: we rely on close and individually tailored relationships with each individual brand. This enables us to respond to specific requests - from product to distribution.
From the development of new products to service improvements: Where and how do you involve your customers here?
Sophie Ivens: Innovation comes about in two ways for us: Firstly, our customers contribute their own ideas, which we develop together. A typical requirement might be: "I need an alternative closure solution without magnets." This request has resulted in an innovative design solution.
Secondly, we pursue a push innovation approach: we actively drive innovation and develop new products. In doing so, it is crucial to recognize the needs of the market in advance. A good example of this is the development of innovative "unboxing experiences", which play a major role for many customers today. We use feedback from our customers to refine such ideas or adapt them to their specific requirements.
Sustainability is another driver of innovation. Almost all of our innovations today have a sustainable focus - be it through the use of recycled materials or reusable designs. We are delighted when our customers give our boxes a second life and continue to use them in the long term. The high-quality design therefore contributes significantly to the longevity of the products.
How important is logistics in your company?
Sophie Ivens: We only manufacture customized products. Therefore, materials are also purchased and delivered individually according to customer requirements. Nevertheless, it is important to have materials in stock to avoid delays. Our production and delivery schedules are based on the needs of our customers - be it delivery to distribution centers or directly to stores. This customized approach requires close cooperation between development, production and logistics to ensure that everything runs smoothly.
This individual approach presents us with the challenge of creating universal standards for the processes. How can flexibility and efficiency be combined? We have a structured approach that brings the two together. This enables us to master a wide variety of customer requirements.
What role do existing customers and new customers play in your business?
Sophie Ivens: Our customers are in the consumer and luxury goods segment.
It is important for us to develop a broad and diversified customer portfolio. Large customers are important, but they also entail entrepreneurial risks, especially if they suffer a drop in sales. We are therefore placing increasing emphasis on a diversified customer base - and have already made considerable progress in this respect.
What visions and plans do you have for the future of your company and how do you see your industry developing over the next five to ten years?
Sophie Ivens: In 2024, the luxury sector, which is our focus, will have experienced a significant decline after years of growth. It therefore needs to change for several reasons. Today, it is less about status symbols and more about meaningfulness. Customers increasingly value sustainability.
The industry is evolving and finding new ways to inspire people. Our products combine craftsmanship, design and industrial production in a unique way - a source of constant inspiration for our customers and for us.
Interview for Bayern Innovativ, conducted by Anja Groß,
Innovation Management at Bayern Innovativ GmbH, Nuremberg, on 22.01.2025.
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
Making future-proof decisions for your company:
Those who understand their customers can grow sustainably and drive innovation in a targeted manner.
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