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Customer orientation | “Increasing customer benefit” | Cover story | Issue 11 • April 2018 | Line Pipe Global

Line Pipe Global

Issue 11 • April 2018

Customer orientation

“Increasing customer benefit”

Mannesmann steel tubes quickly became a byword for ultimate quality and reliability. Properties that every customer appreciates. And yet the two terms only stand for one aspect of customer orientation at Mannesmann Line Pipe.

In the long history of Mannesmann, technological expertise in production and top product quality have always been the company‘s hallmark. An ideal basis for Mannesmann Line Pipe for taking another important step in the direction of customer orientation. »Our relationships with customers and suppliers are always planned for the long term,« says the Head of Sales, Konrad Thannbichler. »What we contribute here is products of excellent quality and the greatest possible proximity to our customers.«

Each customer is different

But what does the term »customer« mean at Mannesmann Line Pipe? Konrad Thannbichler: »Our customer base has grown over decades. It comprises traders, further processors, users and end customers – around the globe. So, when we talk about customer orientation, it means something different for each of our customers.«

Customer orientation as »Value of the Year«

Within the framework of the Group initiative »Customer Orientation as the Value of the Year «, this topic is examined from all sides. »This helps us to set the right course for the future,« explains Dr. Hendrik Löbbe, the Head of Quality Management. »Our aim is to increase customer benefit.«

Success factor human interface

The Sales team at Mannesmann Line Pipe is made up of experts specializing in specific product areas or markets to ensure optimal support to customers regarding their individual needs and requirements. »The people serving international customers also possess socio-cultural competencies and, as native speakers, literally speak the language of their customers.« They are traveling around the globe, as a link between our company and customers, from the bidding phase to the delivery of an order. Mannesmann Line Pipe can thus draw on an excellent knowledge base regarding local conditions worldwide so as to avoid transport or logistics problems right from the start. A satisfaction factor whose importance can hardly be overestimated, especially in the context of international deliveries.


Mannesmann Line Pipe Sales representatives serve customers around the globe.


Product managers support customer orientation in every detail

Where product details are concerned, the Sales people can count on our product managers for advice regarding materials, grades and production processes. In addition, they also constitute an important interface to our departments for research and development, quality management, as well as business development and processes. You could say they are responsible for detailed customer orientation.

Business development & processes

The newly created department Business Development & Processes examines and develops – partly in cooperation with customers – markets and business areas as well as customer and application needs. »We want to proactively prepare ourselves for the challenges of the future for our customers,« says the Head of the new department, Markus Ketelhut.

New structures, optimized processes

The new department also works internally, analyzing and optimizing organizational structures and processes. Based on the results of extensive analyses, Mannesmann Line Pipe decided to change over from a functional to a process-oriented organization. »Ultimately, this, too, will benefit our customers,« concludes Markus Ketelhut.

  Always at the center of attention – that‘s what Mannesmann Line Pipe customers benefit from

Customer orientation has a long tradition at Mannesmann Line Pipe. Superb production expertise and quality form the foundation. The pillars are our international representations and worldwide operating sales staff and project managers. Over the years, a network of dependable partners has been established for custom machining, lining and concrete coating. Specialists in logistics and customs processing ensure timely deliveries in line with our quality assurance policy. The new department Business Development & Processes prepares market analyses and promotes development alliances with customers. Internally, it has brought about the change from a functional to a process-oriented organization, starting with the set-up of an order and customer center for the implementation of an ongoing workflow optimization in the interest of our customers.


“First-hand information – from person to person

Despite or maybe because of the digital transformation – personal exchange is and remains an important factor when it comes to customer orientation. Which is why Mannesmann Line Pipe believes in dialog with its customers, partners and suppliers.

Whether it‘s about products, services, technical details, product innovations or research and development – interpersonal exchange and first-hand information are in demand.

Mannesmann Line Pipe therefore invests lots of energy in this area. Jörn Winkels, Chairman of the Board, confirms: »Our definition of customer orientation is reflected in our worldwide presence at trade fairs, technical symposiums and customer events.«

Trade fairs - from regional to international

One of the most important trade fairs is Tube in Düsseldorf. Mannesmann Line Pipe presents itself every other year there with its complete range of products and services. In addition, the company participates in internationally leading trade fairs such as »bauma« in Munich and »Adipec« in Abu Dhabi. These grand appearances are complemented by participations in numerous regional and national trade fairs.

Worldwide customer events

Together with agents and traders, Mannesmann Line Pipe regularly organizes customer events, geared towards establishing new contacts and strengthening existing ones. There, intensive exchange is set up with planners, further processors, users and end customers. The outcome is a detailed knowledge of regional or sector-specific markets which, in turn, can be integrated into customer-oriented products and services


Trade fair participation at the joint stand of Salzgitter AG at the Düsseldorf Tube in April 2016
Visitors to the Mannesmann Line Pipe stand at the Oldenburg Pipeline Forum 2018

Exciting topics from theory and practice


Our definition of customer orientation is reflected in our presence at trade fairs, technical symposiums and customer events around the globe.Jörn Winkels, Chairman of the Management Board

Participation in internationally important technical symposiums

Mannesmann Line Pipe employees regularly attend technical symposiums around the globe. Whether the subject is LNG, renewable energies or innovative pipe-laying and revamping techniques in pipeline construction, besides purely technical issues, interpersonal exchange is always on the agenda. Thus, over time, an extensive network has grown covering all relevant topics around steel line pipe and MSH sections.

Technical customer conferences in Siegen

Since 1995, Mannesmann Line Pipe has been organizing technical customer conferences which have quickly developed into a successful information platform for interested employees of public utilities, pipe-laying companies, engineering offices and end customers. Besides the technical conferences on water, oil and gas line pipe, the »Trenchless« conference launched in 2010 has become increasingly popular. At all the events, lectures focus on topics such as planning, projects, approval procedures, construction phase, commissioning and start-up, and durable protection and monitoring of pipelines. The lectures are complemented by structural demonstrations and the presentation of product developments. In addition to interesting topics from theory and practice, participants are invited to join in extensive guided tours of the works.

Trade fairs, symposiums and customer events – a brief overview of the past few years

Employees, agents and authorized traders of Mannesmann Line Pipe and the Salzgitter Group are in continuous exchange around the globe with users, further processors and customers via renowned international trade fairs and congresses as well as regional customer events.

Trade fair stand at the

Trade fair stand at the "Adipec", Abu Dhabi

Trade fair stand at the

Trade fair stand at the "EWEA OFFSHORE", Copenhagen

"Offshore Technology Conference", Houston

"LNG Summit", Barcelona

Trade fair stand at the

Trade fair stand at the "ONS", Stavanger

Customer event, Santa Cruz

Customer event, Santa Cruz


Trade fair stand at the

Trade fair stand at the "EXPO-GAS", Kielce

Trade fair stand at the

Trade fair stand at the "NO-DIG Sidney"


Symposium "Water Supply and Sewage Disposal" on the Pilatus


Talk "Pipe to Bends", Calgary

Technical symposium

Technical symposium "Offshore systems and components for wind energy towers", Gdansk

"Hindersmässan" customer conference of Salzgitter Mannesmann (Scandinavia) AB, Örebro


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