Knowledge of the Act on Public Procurement and Concession Contracts, competitive tendering expertise and good service receive praise
Customer and supplier satisfaction has been monitored at Hansel since 2014, so we have a long follow-up period available of the results. The customer satisfaction survey and supplier satisfaction survey are carried out annually in January. Previously, the supplier satisfaction survey was conducted every two years, but from 2023 onwards, it was decided to conduct both surveys annually.
Customers are satisfied with Hansel’s services
The result of the 2025 customer satisfaction survey improved further and was the best ever despite the cost-cutting pressures of the Finnish public administration, which also affected procurement. Overall customer satisfaction was 4.29 (2024: 4.24).
As in previous years, the things that customers valued most in our operations were knowledge of the Act on Public Procurement and Concession Contracts, the activities of contact persons and the service attitude.
As in previous years, the customers named the benefits and functionality of knowing the customer’s needs as well as joint procurement as areas for development. However, there was an improvement in the both of them compared to last year.
In customer work, live meetings and events have increased, but there are still many online meetings and webinars.
A total of 412 (2024: 478) customers who used Hansel’s services during the past year responded to the customer survey.
- The average score was 4.29 (2024: 4.24)
- An overall score of 3.50 or better was given by 89% (2024:89%)
- An overall score of 2.99 or worse was given by 4% (2024: 4%)
The results of the 2025 customer satisfaction survey were reviewed by the Board of Directors, the Executive Committee and at a personnel information session. The results will be used in the planning of development measures. The performance bonuses of Hansel employees are partly tied to the customer satisfaction feedback received.
Customers rated their satisfaction on nine points:
- service attitude
- the activities of contact persons
- knowledge of the Act on Public Procurement and Concession Contracts and competitive tendering expertise
- benefits and functionality of joint procurement
- quality of the tendering service
- quality of the procurement development service
- the functionality of electronic services
- information and communications
- knowledge of customer needs
Cooperation with contractual suppliers is smooth
The average score of the 2025 supplier satisfaction survey was 4.20. The score was the best that suppliers have given us in 2014–2025 when supplier satisfaction has been measured. For the first time, the survey also investigated suppliers’ satisfaction with the functionality of electronic services.
According to the suppliers, our greatest strengths were the activities of the contract contact person, 4.46 (2024: 4.29), and knowledge of the Act on Public Procurement and Concession Contracts, 4.40 (2024: 4.32). A top score of five was given to these factors by 59 per cent and 56 per cent of respondents, respectively.
Our contractual suppliers gave the lowest score of 3.99 (2024: 3.89) for the smoothness of the tendering process, but this estimate had also improved from the previous year.
165 contract contact persons appointed by the supplier companies responded to the supplier satisfaction survey.
- The average score was 4.20 (2024: 4.12).
- An overall score of 3.50 or better was given by 88.1% (2024: 82.8%)
- An overall score of 2.99 or worse was given by 3.8% (2024: 6.4%)
The results of the 2025 supplier satisfaction survey were reviewed by the Board of Directors, the Executive CommitteeTeam, the category managers and in a personnel information session. The results were leveraged in the supplier cooperation development plan for 2026, which was drawn up together with the category managers and other personnel. Category managers’ performance bonus is partly tied to the supplier feedback received.
The suppliers rated their satisfaction on seven items:
- knowledge of the Act on Public Procurement and Concession Contracts and tendering procedures
- smoothness of the joint procurement tendering process
- equality in Hansel’s operations
- communicating about joint procurement and tenders
- activities of the contract contact person
- knowledge of the subject of the procurement (products and services)
- the functionality of electronic services
Buyer personas bring the customer closer
The added value to the customer is at the heart of Hansel’s strategy. We want to offer the best digital service experience in the industry and make procurement as easy as possible for both new and experienced buyers. Our goal is to automate work phases and reduce the need to use services in digital channels, for example, by using data smarter and more efficiently. This requires us to rethink and take digital service paths into account from the planning of joint procurement.
In 2025, we created buyer personas to support our work, describing the wishes, concerns and goals of different customer groups. We supplemented the descriptions together with those who work with customers – those who know our customers’ day-to-day work best.
With the help of four different buyer personas, we can bring the needs of our customers closer to the development of digital services, among other things. They help, for example, to identify what the buyers working in different roles need and how the service should be structured so that the most important matters are handled as smoothly as possible. The personas also support the targeting of communications and help to identify situations where there is still too little information about the customers’ needs.
Encounters and listening will continue to be necessary. With the help of the buyer personas, we summarise customer understanding and make it available to the entire organisation so that we can serve our customers even better.
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