Customer Satisfaction and Experience

Innovation specifically tailored to customer needs

Customer Experience at Aromsa: Trust, Collaboration and Shared Value Creation

At Aromsa, we place customer experience at the core of our business model. We manage it as a multi-dimensional and holistic experience, extending from product development and R&D collaborations to physical and digital touchpoints, training and consultancy processes. Our main priority is to deepen the sustainable relationships we establish with our customers at every point of contact and to create value together with them.

Our Customer Portfolio and Long-Term Business Partnerships

Our customer portfolio includes leading global and local companies operating in Türkiye and Europe, the Middle East, Africa and Asia. We serve our business partners operating in a wide range of categories within the food industry, such as beverages, dairy products, bakery and confectionery, and maintain a balanced mix of domestic and international customers.

A significant portion of our business partnerships is built upon long-lasting strategic relationships. We strengthen these sustainable ties with the principles of mutual trust, a shared culture of innovation, and co-creation of value. Together with our strategic customers, we grow in global markets, develop new product categories, and come up with sustainability-focused solutions.

How Do We Shape Experience with Our R&D Strength?

By adopting a proactive approach to customer experience management, we placed our R&D and innovation strength at the centre of this process. By allocating 6% of our annual budget to this area, we position ourselves as an R&D partner of our customers. We support our customers at every stage, from product idea to design, from market positioning suggestions to sensory tests and shelf life studies.

While we design some of these projects based on our customers’ demands, we manage others through proactive and strategic decisions that we take by analysing global and regional trends. We not only offer flavours to our customers, we also provide technical support and consultancy by developing projects tailored to their needs.

Over the last three years, we have entered into significant collaborations with this approach and helped our customers bring products to market faster and more effectively through joint development projects carried out in our R&D centre.

Here are some of our concrete achievements during the reporting period:

  • We have undertaken all of our new product development projects in close collaboration with our customers.
  • Each year, we delivered tailored product and trend presentations to more than 200 customers, conducted over 2,000 tastings, and supported them with an average of 2,500 finalized product recipes.
  • We have reached approximately 600 industry professionals through Sensory Analysis Training provided to an average of 30 customers each year through our R&D teams.
Aromsa

A unique customer experience

During the reporting period, we hosted hundreds of customers and business partners from over 80 countries at our headquarters in Gebze, providing them with a unique brand experience. With our specially designed Aromsa Experience Tour, which takes visits beyond a classic meeting, our guests:

  • Observed our quality and traceability practices on-site in our production facilities.
  • Participated in active product development processes in our R&D and Innovation laboratories and had interactive tasting experiences in our application laboratories.
  • Discovered the aromatic food prepared according to special recipes in Remzet Hanım’s Kitchen.
  • Took a journey into the history of our company and the sensory world of flavours in our Museum, Creative Flavour Studio and Sensory Experience Workshop.
  • Were introduced to the artworks and inspiring details on our company campus.
  • Took pleasant breaks in specially designed areas amidst fig, olive and pomegranate trees.

With this atmosphere, we have created a lasting and positive brand perception in people’s minds by strengthening the emotional dimension of our business partnerships.

Transformation of Customer Experience in Our Digital Channels

  • In recent years, we have taken significant steps as part of our customer-focused digital transformation strategy:
  • We redesigned our website with a user-friendly interface and contents focused on customer needs.
  • By using our social media platforms more actively, we increased engagement with our stakeholders with a communication language focused on sustainability and innovation.
  • We provided our customers with information resources they can access at any time through online technical training, webinars and rich materials.

Feedback, Measurement and Continuous Improvement
To ensure customer satisfaction and continuous improvement, we manage stakeholder feedback systematically within a multi-channel structure. The methods we use to collect, analyse, and transform feedback into action include biannual customer satisfaction surveys, field interviews with our sales and technical teams, evaluation forms following tasting sessions, and our digital channels.

We carry the value we place on customer satisfaction to the next level with the ISO 10001 Customer Satisfaction Certificate we have held since 2020.

In line with this standard:

  • We manage feedback effectively,
  • We adopt a transparent, ethical and solution-oriented approach,
  • We are constantly improving the customer experience.

We continue to work with determination to establish holistic, long-term relationships that are based on trust.

Our Success and Brand Perception Measured Through Customer Feedback

We concretely measure the success of our customer-focused strategy and the trust we have created through the feedback from our stakeholders. The results of our last survey, which was conducted in 2024, confirm our commitment in this area:

  • Nearly 70% of our customers state that we are the first company that comes to mind when flavours are mentioned.
  • We were able to increase our Net Promoter Score (NPS) by 10 points from 2020 to 2022 and by 7 points from 2022 to 2024, maintaining a continuous upward trend.
  • Our business partners describe our brand as reliable, high-quality, honest, and innovative; we are proud to live up to these values in every interaction.

Tankut Merter
Digital Panzehir

“Our long-standing collaboration with Aromsa goes beyond just developing creative communication projects, it also extends to embracing the vision of sustainability together.

As a pioneer and valuable brand in its sector in our country, Aromsa has made sustainability an integral part of its corporate culture and has always inspired us with its determination and visionary approach in this field.

As Digital Panzehir, we are proud to be a companion to such a brand and to share the responsibility of bringing sustainable values to a wider audience. We wholeheartedly thank Aromsa for being a part of this strong partnership.”

Experience-based customer relationship management

We Create Value by Sharing Knowledge: Aromsa Academy

With our mission to support customer satisfaction and development of the industry, we offer services that go beyond just products. As the current reflection of our philosophy of continuous improvement, we established Aromsa Academy in February 2025, the 43rd anniversary of our company’s founding, to further study the ‘Science of Taste’. With this platform, we support the development of our employees, customers and suppliers.

Under the umbrella of the Academy, we contribute to the development processes of our customers in the following areas with theoretical and practical content prepared by our expert teams:

  • Sensory analysis training,
  • Flavour application training,
  • Information about food legislation and legal regulations,
  • Category-based advanced technical training,
  • Quality and food safety training,
  • Consumer behaviour and neuroscience,
  • Interactive tastings in our specially designed Application Tasting Rooms in our R&D Centre.

We Add Value to Customer Experience with Events, Fairs and Sponsorships

We also engage with stakeholders outside our facilities to strengthen our collaborations by taking an active role in the industry’s key platforms.

  • By participating in national and international food fairs, we share our innovations and establish one-on-one contact with our customers.
  • We support the innovation ecosystem by sponsoring events within the scope of university-industry collaborations.
  • We share our knowledge with the industry by participating in R&D and innovation days and technical conferences.
  • We create a shared culture of learning and development through tasting events, hands-on seminars and creative idea workshops specifically organized for our local and international customers.

Sustainability and Shared Value Creation

We consider our customers as strategic stakeholders with whom we progress together on our sustainable transformation journey. With this vision, we encourage them to reduce their environmental impact by developing joint projects in various areas including:

  • Environmentally friendly formulations,
  • Certified sustainable and traceable raw materials,
  • Product solutions that reduce carbon footprint and
  • Clean label formulations.

Result: We Create Value Together in Every Contact

As a result, we see customer satisfaction not as a measurement but as a tool for producing and developing together and building a sustainable future. We think, produce and grow together with our customers in every field, from R&D to sustainability, from physical experiences to digital contacts. We will continue to deliver this experience, built on trust, expertise, and shared value creation at every point of contact.

Aydan Kırışoğlu
Editor-in-Chief of Gıda Türk Magazine

Aroma: THE PLACE WHERE THE SPIRIT DANCES

“It’s a different discovery every time I go. It is so versatile that it includes art, museums and history. R&D centres are already indispensable for Aromsa. In the ambiance created by all these, I found myself at the experience centre. As the author mentions in his book Intermezzo, a painter must also integrate with a poet, a theatre actor, a screenwriter; there must be synergy. There must be so that the painter can also carry branches that reflect life onto his canvas.

The experience centre invites you to the depths of your soul; your infancy, childhood and youth, and your enthusiasm finally invites you to the forest during your resting time. The same lullabies, the same youth music, and even light-up ice cream are on the wall. When you enter the sections, the scents of the eras already evoke memories. The meaning of flavour is similar to this.

Just as things change over time, both the changing tastes and diversifying food culture are also on this stage. Pizza, pita, sushi and much more that appeal to everyone’s taste. While your soul becomes sweet and finds a piece of itself, the structure that internalizes the flavour on your palate with your soul also seems to whisper that you will find what you are looking for here. You form a deep connection with Aroma.”