Customer Centricity

Market-facing organization

Management Approach

Sabic operates a market-facing commercial model tailored to regional dynamics, market maturity, and differentiated growth opportunities. Continuous improvement underpins customer engagement, with cross-functional teams integrating insights across the customer journey. Feedback is systematically captured through digital customer relationship management (CRM) platforms, surveys, and direct engagements, enabling timely follow-up, root-cause resolution, and targeted enhancements across processes, service delivery, and technical support.

2025 Developments

Voice of customer and experience enhancement

SABIC strengthened the capture and integration of the voice of the customer across the end-to-end customer journey. More than 1,800 Net Promoter Score (NPS) surveys were conducted globally, supported by multilingual deployment across regions and customer segments.

These insights informed improvements, including ease of doing business, product quality and portfolio breadth, availability and logistics performance, and the effectiveness of sales, customer service, and technical support. Customer feedback was embedded into CRM-based workflows and ticketing systems.

Technical collaboration and commercial outcomes

SABIC conducted an in-depth technical assessment of customer GB (Guojia Biaozhun, Chinese national standards) requirements, including comprehensive plant performance reviews and tailored solution development. Measurement capability was further strengthened through the implementation of accredited third-party laboratory testing. These data-driven technical initiatives translated into meaningful commercial impact, demonstrating the value of close technical collaboration in enabling customer qualification and business growth.

Segment highlights

Polymers

SABIC participated in 15 high-impact trade shows, leveraging these platforms for relationship building, brand positioning, and long-term business development. More than 2,500 customer interactions were captured in the CRM system, generating approximately 130 qualified business development opportunities tracked through the sales pipeline. This end-to-end visibility links early engagement to long-term revenue realization and supports event-level return-on-investment assessment.

Chemicals

SABIC delivered its first shipments from Saudi Arabia to Europe of SABIC® Isocyanates (MDI and TDI), Propylene Oxide, Butyl Glycol Ether, and SABIC® Propylene Glycol, addressing unmet demand and strengthening positioning in premium applications. To further meet customer expectations, deliveries of Isocyanates from Sadara and first-time shipments from Petro Rabigh were enabled through cross-functional collaboration, despite the logistics challenges associated with these products.

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_{Disclaimer: This abridged interactive version of the SABIC Integrated Annual Report 2025 is based on the original PDF report published on this website. In case of any discrepancy, the original PDF report will prevail.}