In April, Bobst UK & Ireland appointed a dedicated team to further strengthen service excellence and enrich the customer experience during machine installations, services and upgrades. The changes were implemented in response to increased market activity and supply chain challenges during recent years and will serve to enhance customer communication during major projects. We spoke to Allan Pinfold, Technical Service Manager for UK & Ireland, to find out more.
How has the market changed over the past few years?
Like everyone in the industry, the past few years have challenged us. We have had to balance supply chain issues against high volumes of machine orders and deliveries. It was during and after the pandemic really when these challenges became more apparent. The amount of machines that we were selling, and still are, was tremendous but we could see that our sales teams were under a great deal of pressure.
During the pandemic, there was a huge uplift in productivity and demand for packaging grew, particularly in food and pharma. We therefore needed to get machinery in place faster; lead times had to reduce to meet demand, and there were higher demands placed on our maintenance teams. Since the pandemic, the demand for machinery is still there, along with expectation of speedy delivery and maintenance. What became clear was that we needed to change structurally in order to continue to meet the expectations of customers moving forward.
How have BOBST’s service priorities altered in response to market demands over this period?
As a business, we realised that faster, more efficient and simpler communication is required. By implementing the new technical service team, we have created more straightforward communication channels with customers and greater collaboration between service and sales teams.
Our goals here at BOBST are very clear; we aim to make our service offering head and shoulders above our competitors. We strive for transparency and efficiency when responding to customer issues and ensuring they are dealt with in a timely manner. Therefore, the new team is focused on making sure that there are clear lines of communication established and operating when key projects are taking place. Ultimately, we want to make doing business with BOBST easy and deliver a superior customer experience.
What were the main reasons behind establishing a dedicated service team for installations, upgrades and services?
The new service team has been appointed in response to what we have learned over the past few years. It’s vital that we have the right team in place to support our customers during key critical periods, such as installs, upgrades and services. Machine downtime is not really accepted by customers today, so we absolutely have to be on the front foot in terms of planning and executing major projects.
In implementing the new team, we have created a simpler structure for managing such activities and created clear communication channels; there is one point of contact for customers from beginning to end and I have full oversight of all projects so if an issue does arise, it is escalated to me, and I can ensure it is rectified quickly and smoothly. Previously, we could have many people involved in a machine install from multiple teams or one person trying to do several roles all at the same time.
Additionally, by creating this dedicated team we have improved communication and collaboration between our service and sales teams.
The team comprises four individuals with very specific roles – as Technical Service Manager for UK & Ireland, I have full oversight of installs, upgrades and machine services, and can manage any challenges that arise; we have an Installation Product Leader managing the projects day-to-day and is the main point of contact for customers; we have a Planner in place ensuring installs, services and upgrades are happening when they should, meaning minimal disruption to the customer; and then we have a Field Service Manager responsible for the training, development and welfare of Field Service Technicians, as well as the financial management of field service activities.
What are the key benefits that customers will see as a result of the creation of the team?
The creation of this team has been about delivering three key things:
Streamlined, clearer customer communications
Faster responsiveness
Greater proactiveness
Strong customer relationships are vital to the success of any business and we are committed to ensuring that where any improvement can be made to the customer journey, we are listening and taking action. One point of contact means we are responsible and accountable. Combined with a clear structure to our team, it also means we are able to respond more quickly on day-to-day enquiries and for any more complex queries or issues, they are escalated quickly, enabling a prompt resolution.
At BOBST, we put our technical competence and service above all others in the market but crucially it has to be a reality for our customers, and it has to be followed through and demonstrated in all that we do. We want customers to feel confident that we have full control of any project and that they can hand that over to us to run and manage for them. For BOBST, service never ends; we have a responsibility to the customer, to a machine for its working life and therefore it’s imperative our customers can speak to us easily and that those lines of communication don’t just end at the point of purchase – a relationship with BOBST is seamless and easy.
How important is the development of the team in supporting the BOBST vision of a connected, digitalised, automated and sustainable packaging industry?
The development of the team isn’t just important in supporting the BOBST vision, it’s essential. Our values are what separate our business in the market, and constant development is how we ensure each and every member of the team understands and implements these values. This is particularly important for our service team, who are generally the day-to-day ‘face’ of the business for our customers.
If we wish to see an industry that embraces connectivity, digitalisation, automation and sustainability on a wide scale, we need to be unified in what that looks like and how BOBST can help to bring it to fruition. The development of our team and the enactment of our vision are interlinked and ensures every member of our team is on the same page in terms of who BOBST is, and where we are going.
How is BOBST supporting customers begin their ‘smart factory’ journey?
For our team, it’s all about collaboration. Today’s converters are under immense pressure to deliver speed, quality and volume, so the benefits of a ‘smart’, digitally connected supply chain have never been clearer. An intelligent data-driven converting workflow is now the benchmark, but there are still businesses taking their first steps in this regard.
BOBST supports customers on this journey by providing a smooth introduction to a data-driven world. Digital connectivity is built into our core product range, and with the support of our BOBST Connect platform and experienced support team, the process can be made simple.
How can BOBST Connect help converters increase productivity and efficiency?
BOBST Connect is our new way of service for the digital age in manufacturing. Essentially, it’s an all-in-one digital platform designed to enhance packaging productivity for customers by providing them with a complete overview of their production process.
The key advantages to productivity centre around data; the tool brings insight that can shape project management, turn production data into actions, and bring insight that improves planning. Overall, BOBST Connect helps converters to make insight-based decisions, creating faster and more effective processes.
The principles and technologies behind BOBST Connect are an ideal complement to our service offering. What we are driving towards is a better connected and clearer flow of information, where our customers have access to all the information, insight and support they need at the touch of a button. It’s about streamlining communication, creating smarter workflows, and giving easy 24/7 access to support tools.
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