Best of of
t of
British
operation houses sales, customer service, local QC, inspection, warehousing and technical support.
Presenting to the UK team early 2010, NCAB Group CEO Hans
Stahl wrote on the white board ‘you pass few cars when you go the extra mile’ before adding, ‘people buy from people’. It is from these fundamentals, continual investment in people and the concept that service does not start and end with the sales team, that the NCAB Group UK team started to build its customer base.
Managing director, Howard Goff, explained some of the
challenges he and his team faced when launching into a well serviced, competitive and price sensitive industry. Howard said: “The major challenge was how do we take something that is accepted in the NCAB Group home markets as being ‘The best of Swedish’ to something where customers in the UK start to recognise us as a company with potential to become ‘The Best of British’?”
Getting back to basics and focusing on the core strengths was
essential. It seemed unusual that a company well known in other parts of Europe was almost completely unknown in the UK. Promoting the brand name, opening doors in ever busy
purchasing offices and embracing the ‘people first’ culture seemed an ideal place to start. Daunting in many ways, exciting and challenging in others.
On reflection we counted 126-years combined PCB experience
amongst a team already well entrenched in a ‘chocolates on the pillow’ culture of customer service.
Getting the NCAB Group brand more widely known within the
UK was a challenge. NCAB Group’s Electronica 2010 stand was an ideal platform for visiting UK customers to learn more. Measuring visitor interest, it was an easy decision to exhibit more extensively throughout the UK during 2011 and 2012. This, coupled with ongoing campaigns with professional electronics trade publications is helping NCAB Group communicate its messages more clearly.
Branding and marketing helps open doors, which quickly close
if suppliers fail to deliver and meet customers’ expectations. Thus, the UK team continues to measure itself against the tough target of total ownership cost, not simply price, with the goal of being recognised as one of the ‘Best of British’ PCB producers.
www.ncab-pcb.com
28 | June 2011
www.electronics-sourcing.co.uk
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