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Axair Fans: Revolting for A Reason
17-10-2024
Andrew Jones, the Technical Director at Axair Fans explains the deeper why behind their latest innovative and disruptive campaign – We’re Revolting.
You’ve hopefully seen our revolting advertising out in the wild – and if not, or simply as a reminder, it features a few candid shots of me and our team in compromising situations; picking noses, ears, smelling armpits, or showing their lunch still in-between their teeth. Revolting!
The visual is eye catching yes, but the messaging is powerful when you really get to grips with what we’re saying. If you’ve read my previous contributions on complacency in the fan industry, the importance of adding value to customer interactions, or the way we’re helping to bridge the skills gap in the industry, then you’ll understand that we’re leading a dramatic change from the front. A revolution if you will, and to lead a successful revolution, you need an initial revolt.
A revolution implies a successful revolt occurred which resulted in that major change, something we’re doing by making waves in changing the behavioural norms, advocating for a change in the way customer response times are reduced, how feedback on technical support is given within a set time, communication is paramount, and the same pre-sales support is delivered regardless of the value of the potential opportunity. Quite simply we’re waving the flag for what the customer deserves. We’re revolting!
We’ve not anchored our revolt on assumptions either, we’ve delivered and shared meaningful actions taken from research feedback, including customers not getting attention from the industry giants unless they’re a 6-figure customer, the average wait time on technical responses being 6 weeks or beyond, and the sheer amount of product fails with no final diagnosis or resolution. We realised that what we offer is unique, we’re focused on customer outcome. It deserves to be shouted about, because it’s the basics of what the customer experience should be about but quite simply isn’t in the industry. Complacency and fear are leading the way right now.
So, the next time you see a post with one of our team’s uncomfortable poses disrupting your social feeds, landing in your inbox or printed in an industry publication, give a thought to your current situation. Are you an advocate for change and how are you going about this? The way customers go about sharing their advocated behaviours is now more important than ever, word of mouth for example in the digital intense era we’re in, spreads incrementally through online channels, very different to 20 years ago. Increasingly people make their decisions based on the influence of peers and people like them, to decide who to put their trust into. LinkedIn is a prime channel with clear examples of grouped consensus, support and hyping each other up in this industry, specifically within the commercial kitchen sector.
If you’re an advocate for changing fan supplier behaviour, then I encourage you to give yourself a nudge and examine the behaviours within your business. Maybe it’s reviewing your supplier list to see if they truly add value, looking at product variations outside of your comfort zone, or demanding greater collaborative efforts from your component suppliers.
As always, we’re here to support our customers outcomes and goals, that revolutionary change is right here in this text, as they say in Stoke, Viva la Revolution.
www.axair-fans.co.uk
For more information on Axair Fans: Revolting for A Reason talk to Axair Fans UK Ltd