BUSINESS PROFILE Integra puts quality fi rst
Integra’s focus on service has resulted in long-term relationships with its clients and a high customer retention rate. Ruggiero’s mantra, ‘customer service is an attitude, not a department’, is a philosophy that runs through the whole company. “Our focus over the coming year will be to ensure our existing client base operates as efficiently and on as cost-effective basis as possible,” he added. “We’ve found that the real opportunity lies in ensuring the client’s communication system and desktop collaborate properly. We’ve been astounded at the level of uptake when we talk in terms of ‘Joined Up Communications’ to our clients, as opposed to the traditional PABX ‘churn’ focus.”
Pas Ruggiero A long-term
commitment to staff development and customer care has paid dividends for Integra ICT. Comms Dealer caught up with founder Pas Ruggiero to find out what’s been integral to the Integra success story.
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ntegra ICT, formerly known as Anglia Telecom, was established in 1999 as a result of an MBO and rebranded in 2009 to reflect
the company’s nationwide coverage and broad ICT portfolio. The original sales focus on Siemens PABXs was expanded in 2007 to include Mitel and the client base has grown in size and profile as a result. “Over the years we have found that a consultative-led approach appeals to our mid-market and enterprise customers who look to us to provide an overall assessment of their ICT needs, it’s not just about selling a telephone system,” said Ruggiero.
Staff development has been vital to the success of the Bedfordshire based reseller, with continual investment on training and partnerships being a top priority. Over 20 per cent of staff joined the company through some form of youth apprentice or development scheme and all employees have been through personal and business skills programmes, from customer service and engineering staff to front-end sales professionals. Staff retention is also high with many of the original team still part of the business today.
38 COMMS DEALER DECEMBER 2011
The company has also invested in PRINCE2 project management accreditation to ensure that the job gets done to specification, on time, every time and with a minimum of disruption to the client’s business. As Ruggiero explained, also crucial to success is choosing which ‘technological rabbit to chase’. “Evaluating the wide array of solutions available to resellers is an essential management task and you’ve got to get the balance right,” he commented. “Too many products in the portfolio can have a negative ripple-down effect on staff efficiency across the board. Integra’s experience has been that the choice of solution has to go hand-in-hand with the sales strategy, how you sell can be informed by the adoption of niche products if and when it makes business sense for all elements of the organisation.”
Key technologies Virtualisation is seen as a key technology for Integra, which has successfully collaborated with data VARs for many years. “We believe that increasingly, virtualised hosted/ SIP-based voice solutions will open up sales opportunities that build lasting relationships across the client’s entire ICT estate. Particularly interesting is Mitel’s virtualisation strategy, vMCD, which ensures a fully-featured hosted solution,
reduces client infrastructure costs and is incredibly resilient,” said Ruggiero.
As well as holding ISO9001:2008, Integra was one of the first resellers in the country to achieve certification to ISO 14001 Environmental management from BSI. An audit divided potential environmental impacts into four distinct elements - waste (including recycling), energy use, discharge and use of buildings (including utilities) with each element awarded a value. “In-house screens record our objectives and display the difference we are making,” says Mark Brooks, Operations Director. “Our annual BSI audit requires us to measure and prove our savings. We are already seeing substantial reductions and as a team we are proud to be doing our bit.”
Integra has been operating to 14001 standards for three years which has been positively received by its corporate clients. “It’s also been a big driver for in-house efficiency, with reduced electricity costs and mileage expenses as well as a 75 per cent reduction in landfill waste disposal costs,” added Ruggiero.
Just a minute with Pas Ruggiero...
What talent do you wish you had? I’d love to be able to belt out an aria like one of the great tenors.
Who would be your three ideal dinner guests? With my Italian roots, Al Pacino; Stephen Hawking because I’d like to understand what makes him tick; and Steve Martin for laughs.
Who would you like to assist as a secret millionaire? I’m passionate about self-improvement and I like to help people who can’t get that initial leg up.
What couldn’t you do without in business? A personal information manager called Maximizer which I’ve used for 20 years.
What advice would you give to a start-up reseller in comms? Do your research and vet your partners.
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