Problem Statement

LEWA Attendorn GmbH has recently seen a noticeable decline in the number of apprentices sent by its member companies for inter-company training. This trend raises a key question: Does the cause lie in LEWA’s own offerings—such as quality, price, or service—or is it attributable to external developments beyond its direct control?

Against this backdrop, LEWA commissioned the Chair of Service Development in SMEs and the Skilled Trades at the University of Siegen to conduct a comprehensive customer survey. The survey was designed to provide a reliable snapshot of the customer base and shed light on satisfaction, challenges, communication, costs, and strategic perspectives.

Methodology

As part of the project, 86 participating companies were surveyed in detail. The survey included both quantitative and qualitative elements and focused on the following areas:

• Satisfaction with the quality of training, support, and service

• Perception of costs and cost-effectiveness

• Communication needs and information-seeking behavior

• Challenges in the training market and within companies 

Objective

The goal of the project was to provide LEWA with a nuanced and data-driven picture of its customer base. The aim was to clearly distinguish controllable factors from external, market-driven influences. The results show that the decline in the number of trainees sent out is largely not a loyalty issue, but rather reflects industry-wide trends in the training market—in particular, declining applicant numbers and a lower level of qualifications.

At the same time, the study identifies specific areas for action that LEWA can address itself: more targeted involvement of the operational training level, a more transparent presentation of costs and added value, improved communication and reporting, and greater promotion of the existing service portfolio. These findings provide a solid foundation for strategic decisions and targeted measures aimed at customer retention and development.

Prof. Dr. Giuseppe Strina, Dr. Philipp Köhn, and Dr. Christian Soost will present the survey results at the LEWA shareholders’ meeting on May 20, 2026.