“Users interact with a very graphic interface,” he said. “But
again, it’s a desire to be fast, reliable, and customer focused. CraneBrain 3D shows you a picture and includes all the specs in one place, and if you need it to be wider, you simply drag with your finger. While that’s happening, we’re doing engineering calculations, pricing, and creating a 3D model right in front of you.” Rob Beightol, Director of Marketing at Gorbel, sees CraneBrain as an extension of the company’s early effort to stay current on technology and then get out in front. “We were one of the first ones to really see the potential of the web and really use it for both end users and our dealers,” he stated. “It’s THE place where our dealers can go to interact with us—they can go straight to the CraneBrain system using the website if they want. It’s one of the primary tools we use to differentiate ourselves day in and day out.” Beightol underlined that the website is at the root of it. “We
try to put as much information out there as we can, and that ranges from general info about our product lines to trying to match up case studies that are searchable—and recently, trying to use a lot more video on the site, especially within case studies. “And, similarly, with CraneBrain, we looked at pain points for dealers—a major one being trying to piece together all the information and prepare a quote. Almost all manufacturers and dealers pretty much did it the same way—and we thought if we could automate a lot of that process overall, it would just be night and day compared to the old way of handling bills. It’s been very well received—opened a lot of eyes. A lot of dealers rely on it at this point.” But, according to Beightol, none of it happens without the commitment of the Gorbel workforce, which now counts more than 200 among their ranks.
“CRANEBRAIN 3D SHOWS YOU A PICTURE AND INCLUDES ALL THE SPECS IN ONE PLACE... WHILE THAT’S HAPPENING, WE’RE DOING ENGINEERING CALCULATIONS, PRICING AND CREATING A 3D MODEL RIGHT IN FRONT OF YOU”
“You take the intelligent lifting devices—they’re super sophisticated. And they’re only as good as the team of people we have in place—who are completely committed to that purpose. “On the web and CraneBrain side of things, our website basically does it all. It’s such a priority here—not a day goes by that we’re not working on some type of update on how the products are shown on CraneBrain, or the way it works overall—because it really is, in many cases, the lifeblood of the business.” Tat said, Beightol always keeps one eye on the horizon— having picked up the habit from current President and CEO Brian Reh (son of Dave). “A lot stands out for the future—in terms of speed, reliability, responsiveness,” he said. “But it all really comes from the top—
Gorbel® workstation cranes can be found in a range of industries, including aerospace, automotive, machinery manufacturing, pharmaceuticals, machining, oil and gas and more.
our CEO. He looks at things that maybe our customers or their customers aren’t necessarily involved in yet—in order to take advantage of whatever that new tech might be… and takes risks. Te medical stuff, for example, is definitely a risk for us—leaning on the technology and knowing it can benefit a certain industry and then taking the risk. Tat comes straight from Brian Reh. It’s why we continue to grow—and continue to succeed.” y
For more information, visit
www.gorbel.com.
WIRE ROPE EXCHANGE
SEPTEMBER–OCTOBER 2018
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