21
OUR BUSINESS
POWDER COATINGS
FROM SUPPLIER TO PARTNER
In 2017, Jotun Powder Coatings launched the “Troika approach”, a way to gain improved customer
insights leading to tailored solutions to help the company migrate from the role of supplier to business
partner.
Over the past five years, the powder coatings industry has
become increasingly sophisticated in terms of the range
of surface preparation and application technologies used.
While product quality and innovation remain a critical part of
Jotun’s offering, the company has recognised that enhanced
understanding of specific application needs helps Jotun
to deliver solutions that add value for the customer. This
problem-solving approach not only strengthens relationships
with customers, it also helps Jotun differentiate itself from
competitors in all concepts.
PREPARING THE ORGANISATION
In 2016, Jotun created client teams that include sales, technical
sales support and laboratory personnel. Known as the Troika
approach, these teams work with industrial manufacturers and
applicators to help them achieve optimal results. Sales personnel
are responsible for understanding the customer’s needs, while
laboratory personnel are tasked with product adaptations,
when required, to meet those needs. Technical sales support
provides know-how on optimising systems and components of
the application line, so that the customers can achieve the best
results based on the products used.
This process begins with understanding that different customers
have different needs. For example, some may focus on cutting
energy costs related to curing, while others may seek advice
on how to optimise lines to speed production and improve
efficiency. Technical sales support teams also work with
industry partners to develop suitable sensor and measurement
technologies to track and gather more reliable data related to
key application and curing parameters. And by encouraging
laboratory personnel to gain first-hand knowledge of application
conditions, they gain a better understanding of what technical
solution best fits the needs of the applicator. Jotun has also
invested in five Regional R&D centres to support the Troika teams
and find technical solutions faster and more efficiently.
FROM SUPPLIER TO PARTNER
The Troika approach, together with support from Regional R&D
centres, has helped Jotun move much closer to the customer. By
partnering with customers to help them improve their business,
Jotun not only delivers added value, but also establishes a winwin
basis for healthy long-term relationships with key customers.