Getting better results for customers in the industrial fan industry
MACHINING & MACHINERY FROM REVOLT TO RESULTS
AXAIR FANS UK LIMITED
Getting better results for customers in the industrial fan industry
Andrew Jones , the Technical Director at Axair Fans talks about their most recent disruptive campaign ; We ’ re Revolting , and specifically how their revolt has led to better results for customers in the industrial fan industry .
I ’ ve gone into the reasons for our revolting images being scattered around everywhere over the last 9 months , and over that period I ’ ve spent a considerable amount of time discussing the positive outcomes of the messaging while out on customer visits .
You see , it ’ s one thing to say something , but getting all those ducks in a row and delivering on them is another , entirely different beast . It takes a companywide collaboration on optimising sales processes , enquiry escalation , technical support hierarchies , and setting achievable service level agreements that every employee commits to .
Firstly , Let ’ s discuss response times , an inherently unrecognised pain point for most customers in all industries . The meatiest enquiries are replied to and actioned , the small but profitable fish are handled a few days later , while those deemed too small are ignored , discarded with no response to even highlight to the customer that the supplier is unable to give a commercial offer . It ’ s a bit like applying for a job when you ’ re 16 , if you have 10 years ’ experience in coding at 16 , you ’ ll be replied to , but a school leaver with no experience is ghosted , losing motivation and self-esteem with every failed application .
Our proactive response times have been recognised wholeheartedly by our new and existing customers .
When a simple reply to feedback on why they were deemed unsuccessful would go a long way on improving cv quality or actions to take up some volunteering to bolster the experience for example .
Our proactive response times have been recognised wholeheartedly by our new and existing customers ; the positive feedback is far greater when the issue is pointed out through visual messaging . It ’ s made customers recognise the value immediately when compared to what they ’ re used to .
Secondly , I ’ ll touch on one of the most important aspects , technical support . I won ’ t blow my own trumpet , but I consider myself to be one of the niche fan men that have a unique and natural affinity for physics , and air or fluid movement . Just generally engineering problem solving , it gets me in my flow – meaning it ’ s where my energies lie best . Not in spreadsheets or analysing sales figures . In a strong man competition , I ’ m going to liken our pre and after sales technical support to the Stoltman brothers , consistent and likely to lead , you can place your bets and know you ’ ll probably win backing one of them . Customers recognise this too , they ’ ve gained a huge amount of trust in our team , that creates barriers to entry for competitors who can only offer price as their leading offer . What use is a product without the reliable backup of presale ’ s accurate selection , after sales technical and a team committed to service level response times on issues ? It ’ s a difference between saving a few quid on each component , against getting a unit on site , back up and running within a day compared to 6 or more weeks .
I ’ d call it a result when we ’ re getting phone calls and emails requesting our “ revolting service ”, or compliments from brand new enquiries expressing how impressed they are that a simple , yet highly important aspect of response times has been identified and actioned for customer benefit flood in .
Learn more by visiting our site www . axair-fans . co . uk .
76 PECM Issue 73