What have you done to get closer to them?

We’ve worked hard to transform our customer organization over the past few years.

Firstly, we’ve created several strong, responsive, cross-functional customer teams that work closely together to understand and act on customer needs. We’ve also empowered our colleagues in the field, who are in front of customers all the time, with the autonomy to act quickly and make decisions.

Next, we’ve increased the voice of the customer in our decision-making. By taking the knowledge from our customer teams and playing that back into the business, we’re helping everyone at ASML to better understand all our customers’ needs and make decisions with customers at the center.

And, in turn, this has allowed us to improve the performance of our installed base business. Getting closer to our customers means we can uncover white spaces and find new ways to add value – whether that’s by developing an upgrade for a 20-year-old tool, reducing the cost to service the installed base, or fixing lingering issues we may otherwise not have discovered.

How has this made an impact for ASML in 2024?

Despite only coming into effect at the end of the previous year, the impact in 2024 is clear – particularly in terms of improving quality and reducing non-quality issues.

For example, for the first time our customer teams now have a centralized list of the most pressing quality issues worldwide – those that are most important to our customers. Thanks to the enhanced input we’re now receiving from colleagues in the field, we can focus the solving power of the company on the things that will have the greatest value-add for our customers.

We also recognize that a problem arising at a fab in one corner of the world might also happen somewhere else – so, once we have a robust solution in place, we can roll that out across all our markets. Getting closer to our customers means we’re better at identifying issues and faster at fixing or preventing them – supported by the transformation of our supplier organization.

We’re further measuring our success through our annual customer trust survey. We ask customers to rank our capability, our reliability, our transparency and other factors that combine to provide a customer trust score. And, after the significant changes to our customer organization in 2024, we saw a small uptick in that score versus 2023’s baseline.

We’re confident that our customer organization is set up for success – for both ASML and our customers worldwide – today and in the years and decades ahead.

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2024 Annual Report

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