Challenging the status quo to transform industry norms
EDITOR’ S CHOICE REDEFINING VALUE
AXAIR FANS
Challenging the status quo to transform industry norms
Andrew Jones, the Technical Director at Axair Fans talks about how Axair have dug deep and put the work in behind the scenes to challenge the status quo of the antiquated fan industry to better serve their customer base.
I’ ll be frank, our team have worked their backsides off to ensure we had the tangible evidence to back up what we’ ve been saying for months and months. I’ ll reiterate quickly for anyone who may have missed previous pieces I’ ve shared here. Niche markets dominated by tradition and transactional relationships ruled by industry giants urgently needed for change. So, a year ago, Axair Fans launched our bold and disruptive“ We’ re Revolting” campaign, not just to capture attention but to champion a fundamental shift in the way industrial fan suppliers engage with their customers, or the other way around. This wasn’ t a gimmick or a fleeting marketing stunt; it was, and remains, a declaration of our commitment to redefining what value should look like in this industry.
The Why: Breaking the Mould of an Antiquated Fan Industry
The industrial fan sector has long been rooted in practices that prioritise products over people. At Axair, we’ ve always placed an emphasis on people being our greatest assets, but we’ ve encountered frustrations from customers who’ ve had to navigate complicated processes, insufficient technical support, and a lack of meaningful customer service from other suppliers. The often chose
Andrew Jones
the big industry giants as they feared smaller companies believing they’ re not as good, because let’ s be honest no one ever got fired for hiring IBM as the saying goes. Yet evidence shows that for decades, the status quo has been characterised by minimal pre-sales engagement with companies showing a limited understanding of customer specific needs during the buying process, Post sales gaps shown through inadequate troubleshooting and follow up support, and a focus on the transaction rather than long term partnerships built on trust and customer centric solutions.
We launched“ We’ re Revolting” to make a clear statement: we’ re rejecting this outdated model. More than that, we’ re proving that industrial fan supply can, and should, offer more.
The What: A Customer-Centric Revolution
At the heart of Axair core values lies a series of actions that elevate customer experience and redefine supplier accountability. Here’ s what we’ re revolting against, and what we’ re doing instead, from sales-first to solutions-first, from delays to immediate action, from silence to continuous support, from cold interactions to meaningful relationships all neatly packaged in a striking visual with the balls to back it up. Ultimately it boils down to what we do best; we engineer trust.
The How: Transparency and Accountability
Launching a campaign as audacious as“ We’ re Revolting” required more than words; it demanded actionable proof that challenging the status quo came with positive benefits for the customer. Transparency has been one our guiding values for years but recently we’ ve made it clear to customers what they can expect from us around enhanced technical expertise, customer centric internal culture, and measurable outcomes that demonstrate the tangible impact of our approach to you the customer. Basically, we show our customers that they’ re partnering with a team that cares about their success.
While“ We’ re Revolting” is a bold statement about our mission, it’ s also a call to action for the industry as a whole. Customers deserve more than products, they deserve a partner who understands their challenges and invests in their long-term success. This revolution is a leading movement that will live beyond you all seeing the visuals, it isn’ t just about redefining who we are, it’ s about reimagining the standards of the entire industrial fan industry. Because when customers trust their suppliers, innovation thrives, efficiency improves, and everyone wins.
Learn more at www. axair-fans. co. uk
30 PECM Issue 74