W
hen things go wrong in a foodservice operation, the consequences can be daunting and costly. Ongoing global uncertainty, marked by supply chain disruptions, shifting customer demands and economic pressures, has made after-sales support increasingly vital to seamless foodservice
and hospitality operations. That’s why companies such as Welbilt®
and Moffat have implemented robust strategies to
help customers prevent problems rather than simply react to them. “We’re differentiated from our competitors in that
we actually enjoy engaging with our customers in adverse situations,” says Stuart Murray, group managing director of Moffat, a manufacturer of heavy-duty cooking equipment for foodservice. “We have a team of people who are trained to take a negative and turn it into a positive. We value that connection.”
Strategic support for long-term success Through its portfolio of leading brands, Welbilt supports the design, manufacture and supply of commercial foodservice and catering equipment, and has built strong after-sales expertise to support customers when they need it. “We know we’re an emergency service, and our customers only call us when things go wrong, but we’re always there to support,” says Perry Breen, EMEA technical service director at Welbilt. Like Welbilt, Moffat has refined its expertise in after- sales services to ensure long-term success for all parties. “Moffat’s approach to after-sales service and spare parts is really hardwired in our DNA. We export from New Zealand to more than 50 countries worldwide, so local service and support are integral to our success,” says Murray.
Going the extra mile For Ali Group’s Cooking & Refrigeration Parts division, which manages the worldwide sale and distribution of spare parts for some Italian Ali Group brands — including Alphatech, Baron, Friulinox, Lainox, Mareno, Olis, Polaris and Silko — it made sense to centralize parts operations in one efficient distribution center. This division is split into three areas: Customer Service, which provides information and support; Supply Chain, which delivers needed components; and Outbound, responsible for picking, preparing and packaging orders for shipping. “In my experience, service has an intrinsic energy of its
own. We shouldn’t view service simply as a purely technical function aimed at resolving equipment issues,” says Guido
“We’re differentiated from our competitors in that we enjoy engaging with our customers in adverse situations”
Stuart Murray Moffat
Ziglioli, general manager of Cooking & Refrigeration Parts (C&R) – Ali Group. “Service energy is the force that allows the customer to experience the company’s closeness, not only when there’s a problem, but when everything is fine.” Ziglioli suggests that after-sales activities help build relationships based on trust, while also recognizing the long-term value a customer can bring over the course of that relationship. “After-sales is all about the connection between
the end user and our brands,” says Murray. “It starts with the right product specification and installation, and it follows on to make sure that the operator can safely use equipment, that they’re well trained in how to use the equipment, aware of preventative maintenance needs and supported in facilitating necessary repairs.” Such support can mean sending technical personnel to a client location, managing escalations, training staff, authorizing new Factory Authorized Servicers (FAS) partners, adjusting networks, or ensuring that spare parts are available to everyone.
Flexibility for success These organizations believe that proactive, flexible strategies and continuous feedback are key to improving service for customers, with a strong emphasis on effective communication between the customer and service support. “It’s important for customers to realize they always
have an ally within the company,” says Ziglioli. “We don’t sell spare parts; we sell the security of protecting customers’ investments so they can keep doing business. A restaurant with broken equipment can’t generate
“Service energy is the force that allows the customer to experience the company’s closeness”
Guido Ziglioli Cooking & Refrigeration Parts – Ali Group
From top: Stuart Murray, Moffat; Guido Ziglioli, Cooking & Refrigeration Parts – Ali Group; Perry Breen, Welbilt
Aliworld 11
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