Clearview National August 2018 - Issue 201 | Page 82

BUSINESSNEWS
Brand specialists deliver
surprising results
» » A WIDE-RANGING RESEARCH
project commissioned by warm-edge experts
Edgetech has seen the company refresh its
commitment to customers with a new mission
statement.
Edgetech enlisted branding specialists
Orb to conduct a thorough analysis of
its relationship with its customers, and
perceptions of the company in the market
more generally.
Over dozens of interviews with customers
and staff, Orb sought to build up a picture of
what stands Edgetech out from the crowd. The
results have informed Edgetech’s strategy for
the years ahead.
“As businesses, we often think we know our
customers – but often, we don’t know them
quite as well as we think,” comments Head of
Marketing Charlotte Mercer.
“For example, we assumed that the key
reasons customers continued to work with
Edgetech would be very product-centric
– and respondents were certainly very
complimentary about Super Spacer and our
other offerings.
“But actually, they were more focused on
the standard of service they receive from us
– the consistent product quality, the reliability,
the technical support and so on. A comment
that comes up more than once was the idea
that we were ‘a safe pair of hands’.
“I know a lot of businesses are sceptical
of this kind of exercise – but for us, it’s been
hugely beneficial.
“It’s provided us with a fantastic opportunity
to stop, reflect, and decide how we want to
position ourselves in the months and years
ahead – and even given us a clearer focus on
who we are, what we do, and what makes us
special.
“We’re leaders in the insulating glass
spacer market, built on a legacy of customer
trust and focused on building the future.
We’re established, customer-driven, and
innovative. And now we’ve got a new mission
statement: we exist to create value by putting
our customers first, delivering unrivalled
performance, and doing the right thing.”
www.edgetechig.co.uk
New Industry Body for Glazing
Certass Trade Association has been launched to
give installation companies and tradespeople the
chance to make their views heard, and get real,
practical support to help grow their businesses.
» » JON VANSTONE, CHAIR OF
Certass Trade Association explains: “Our
industry is faced with many issues – a lack
of reliable support, an ageing workforce
and poor perception from consumers.
Speaking with installers and tradespeople, we
understand the extra pressures they have to
contend with. As well as staying competitive
and professional in a changing market,
there’s also a severe lack of available skilled
labour.
“The Certass Trade Association is focussed
on creating practical solutions for these issues
and to help develop the entire industry. The
membership body is open to all companies
in the glazing supply chain who share our
vision.
82 » AUG 2018 » CL EARVI E W- UK . C O M
“Certass Trade Association is all about its
members. We won’t waste time on internal
politics or irrelevant issues. Instead, we
will collaborate with component suppliers,
systems companies, fabricators, training
providers and certification schemes to
support installers and drive our industry
forward.
“By providing the support mechanism
for installers to redefine the perception of
glazing companies, we can build a reputation
from the ground up. This will also attract
new people seeking a skilled occupation that
delivers innovation and best practice service
to the UK housing market.”
Certass Trade Association works with
installers to get their views and feedback on
what they need from an industry body. The
team behind the new association have first-hand
experience in successful membership bodies for
other sectors in the construction industry. This
gives them impressive insight and knowledge of
how to create greater reputations through the
delivery of a valuable, skilled workforce who use
innovative products and best practice to deliver
a superior service to consumers.
Jon adds: “Certass Trade Association
will take a collaborative approach with
other companies who share our vision in
championing the local installers offering great
service to homeowners. The goal is to improve
our entire industry.”
www.certassta.co.uk