Andrew Jones , the Technical Director at Axair Fans explains the deeper why behind their latest innovative and disruptive campaign – We ’ re Revolting
EDITOR ’ S CHOICE REVOLTING FOR A REASON
AXAIR FANS
Andrew Jones , the Technical Director at Axair Fans explains the deeper why behind their latest innovative and disruptive campaign – We ’ re Revolting
You ’ ve hopefully seen our revolting advertising out in the wild – and if not , or simply as a reminder , it features a few candid shots of me and our team in compromising situations ; picking noses , ears , smelling armpits , or showing their lunch still inbetween their teeth . Revolting !
The visual is eye catching yes , but the messaging is powerful when you really get to grips with what we ’ re saying . If you ’ ve read my previous contributions on complacency in the fan industry , the importance of adding value to customer interactions , or the way we ’ re helping to bridge the skills gap in the industry , then you ’ ll understand that we ’ re leading a dramatic change from the front . A revolution if you will , and to lead a successful revolution , you need an initial revolt .
A revolution implies a successful revolt occurred which resulted in that major change , something we ’ re doing by making waves in changing the behavioural norms , advocating for a change in the way customer response times are reduced , how feedback on technical support is given within a set time , communication is paramount , and the same pre-sales support is delivered regardless of the value of the potential opportunity . Quite simply we ’ re waving the flag for what the customer deserves . We ’ re revolting !
If you ’ re an advocate for changing fan supplier behaviour , then I encourage you to give yourself a nudge and examine the behaviours within your business .
We ’ ve not anchored our revolt on assumptions either , we ’ ve delivered and shared meaningful actions taken from research feedback , including customers not getting attention from the industry giants unless they ’ re a 6-figure customer , the average wait time on technical responses being 6 weeks or beyond , and the sheer amount of product fails with no final diagnosis or resolution .
We realised that what we offer is unique , we ’ re focused on customer outcome . It deserves to be shouted about , because it ’ s the basics of what the customer experience should be about but quite simply isn ’ t in the industry . Complacency and fear are leading the way right now .
So , the next time you see a post with one of our team ’ s uncomfortable poses disrupting your social feeds , landing in your inbox or printed in an industry publication , give a thought to your current situation . Are you an advocate for change and how are you going about this ?
The way customers go about sharing their advocated behaviours is now more important than ever , word of mouth for example in the digital intense era we ’ re in , spreads incrementally through online channels , very different to 20 years ago . Increasingly people make their decisions based on the influence of peers and people like them , to decide who to put their trust into .
LinkedIn is a prime channel with clear examples of grouped consensus , support and hyping each other up in this industry , specifically within the commercial kitchen sector . If you ’ re an advocate for changing fan supplier behaviour , then I encourage you to give yourself a nudge and examine the behaviours within your business .
Maybe it ’ s reviewing your supplier list to see if they truly add value , looking at product variations outside of your comfort zone , or demanding greater collaborative efforts from your component suppliers . As always , we ’ re here to support our customers outcomes and goals , that revolutionary change is right here in this text , as they say in Stoke , Viva la Revolution .
For further information , please visit www . axair-fans . co . uk
28 PECM Issue 71