CUSTOMER STORY 
ATA Gears keeps the gears turning – from scattered feedback to strategic decision-making
The internationally respected gear specialist with over 90 years of history moved from random observations to systematic data-driven leadership — and the results show in both employee and customer experience.
CUSTOMER STORY
ATA Gears keeps the gears turning – from scattered feedback to strategic decision-making
Finnish ATA Gears Oy, operating for over 90 years, is an internationally respected expert in demanding gear solutions. The company's products are used in, among other areas, the maritime industry around the world, and the majority of production is directed to international customers.
In this operating environment, long-term customer relationships and a consistent and high-quality customer experience across different markets are critical success factors for the company. At the same time, first-class employee experience and employee engagement are at least equally important for ATA's operations and growth, as the metal industry faces a shortage of skilled workers. ATA employs around 150 people and invests heavily in the future, including through new machinery.
Although at ATA customer relationships are close and feedback accumulates continuously, information remained largely as individual observations in daily conversations. An overall picture of the customer experience was missing. The company identified the need to move from random observations to systematic data-driven leadership. The goal was to build a unified way of collecting and analyzing customer and employee feedback and tracking development comparably with consistent metrics year after year.
The significance of employee experience was highlighted especially during a period of change, when ATA is preparing to move its production in Tampere from Atala to Linnainmaa by 2027.
"We wanted to ask our employees in advance about their wishes and thoughts as the construction of the new premises progressed. This way we were also able to make visible employees' concerns and reflections that might not otherwise have come up."
— Nora Duncker, HR, ATA Gears
This way ATA also surfaced tacit knowledge — views that are not articulated or even recognized in daily life until they are asked about, but that directly affect engagement and the success of change.
ZEF was selected as the solution primarily because of its ease of use. Creating surveys and responding to them is smooth, enabling effective feedback collection without burdening the organization or respondents.
"The tool looks extremely professional and impresses customers. At the same time it is easy to use for respondents and for us."
— Ilkka Saarimaa, Sales Director, ATA Gears
ATA particularly values that building surveys is effortless and results can be analyzed in diverse ways, for example by different markets, teams and other respondent groups . This brings transparency and enables the use of genuinely comparable data.
Respondent group comparison is a patented, unique functionality in the ZEF tool that enables deeper analysis of survey data.
Ilkka Saarimaa (sales) and Nora Duncker (HR) share ATA Gears' experiences using ZEF and recommend the tool to everyone who wants to collect customer and employee feedback.
ZEF has brought ATA Gears significant added value in growing both customer and employee understanding.
In the employee survey, the number of responses grew significantly, by as much as 39 percent. At the same time, long-term collection of human-centered data and development of the employee experience have been reflected in the systematic improvement of the eNPS score. Open responses have proven particularly valuable.
"The free text was worth its weight in gold. We receive concrete feedback and silent signals that allow us to develop our operations."
— Nora Duncker, HR, ATA Gears
"Customer feedback helps identify process bottlenecks and prioritize development actions. We also see how different markets experience our service."
— Ilkka Saarimaa, Sales Director, ATA Gears
In particular, the ability to compare different respondent groups helps identify best practices, the most effective processes and the most satisfied customer relationships.
Reporting is fast and sharing information within the organization is smooth, which frees up time for what matters — decision-making and development. Results are reviewed not only with the management team but also with the staff, which increases transparency and strengthens engagement.
Through surveys, ATA obtains an overall picture of the customer experience that does not necessarily come through in daily customer work. Results are also reviewed with customers, which strengthens trust and deepens collaboration.
"We recommend ZEF to absolutely everyone who wants to collect feedback from their customers or employees systematically. The tool is easy to use and works in both small and large organizations."
— Ilkka Saarimaa, Sales Director, ATA Gears
In this operating environment, long-term customer relationships and a consistent and high-quality customer experience across different markets are critical success factors for the company. At the same time, first-class employee experience and employee engagement are at least equally important for ATA's operations and growth, as the metal industry faces a shortage of skilled workers. ATA employs around 150 people and invests heavily in the future, including through new machinery.
From individual observations and siloed data to a business-guiding overall picture
Although at ATA customer relationships are close and feedback accumulates continuously, information remained largely as individual observations in daily conversations. An overall picture of the customer experience was missing. The company identified the need to move from random observations to systematic data-driven leadership. The goal was to build a unified way of collecting and analyzing customer and employee feedback and tracking development comparably with consistent metrics year after year.
The significance of employee experience was highlighted especially during a period of change, when ATA is preparing to move its production in Tampere from Atala to Linnainmaa by 2027.
"We wanted to ask our employees in advance about their wishes and thoughts as the construction of the new premises progressed. This way we were also able to make visible employees' concerns and reflections that might not otherwise have come up."
— Nora Duncker, HR, ATA Gears
This way ATA also surfaced tacit knowledge — views that are not articulated or even recognized in daily life until they are asked about, but that directly affect engagement and the success of change.
Ease of use that translates into time savings and impact
ZEF was selected as the solution primarily because of its ease of use. Creating surveys and responding to them is smooth, enabling effective feedback collection without burdening the organization or respondents.
"The tool looks extremely professional and impresses customers. At the same time it is easy to use for respondents and for us."
— Ilkka Saarimaa, Sales Director, ATA Gears
ATA particularly values that building surveys is effortless and results can be analyzed in diverse ways, for example by different markets, teams and other respondent groups . This brings transparency and enables the use of genuinely comparable data.
Respondent group comparison is a patented, unique functionality in the ZEF tool that enables deeper analysis of survey data.
Ilkka Saarimaa (sales) and Nora Duncker (HR) share ATA Gears' experiences using ZEF and recommend the tool to everyone who wants to collect customer and employee feedback.More data, prioritized development actions and more confident decision-making
ZEF has brought ATA Gears significant added value in growing both customer and employee understanding.
In the employee survey, the number of responses grew significantly, by as much as 39 percent. At the same time, long-term collection of human-centered data and development of the employee experience have been reflected in the systematic improvement of the eNPS score. Open responses have proven particularly valuable.
"The free text was worth its weight in gold. We receive concrete feedback and silent signals that allow us to develop our operations."
— Nora Duncker, HR, ATA Gears
Customer experience is also tracked systematically. The company's NPS has developed steadily.
Results are actively used in decision-making and in selecting development actions.
Results are actively used in decision-making and in selecting development actions.
| Year | NPS |
|---|---|
| 2023 | 57 |
| 2024 | 63 |
| 2025 | 65 |
— Ilkka Saarimaa, Sales Director, ATA Gears
In particular, the ability to compare different respondent groups helps identify best practices, the most effective processes and the most satisfied customer relationships.
Transparency that builds trust and engages
Reporting is fast and sharing information within the organization is smooth, which frees up time for what matters — decision-making and development. Results are reviewed not only with the management team but also with the staff, which increases transparency and strengthens engagement.
Through surveys, ATA obtains an overall picture of the customer experience that does not necessarily come through in daily customer work. Results are also reviewed with customers, which strengthens trust and deepens collaboration.
"We recommend ZEF to absolutely everyone who wants to collect feedback from their customers or employees systematically. The tool is easy to use and works in both small and large organizations."
— Ilkka Saarimaa, Sales Director, ATA Gears
WANT SIMILAR RESULTS?
Let's look together at what ZEF can do for your organization
Book a free 30-minute expert meeting — we'll show how feedback turns into actions and strategic competitive advantage.