Thriving rather than surviving

By rwestall

WHEN Prime Minister Gordon Brown warned in his new year message that 2009 "would not be easy" for Britain in light of the economic downturn, it is easy to get disheartened.

The last few months of 2008 were turbulent for the local economy, to say the least, as the reality of the economic downturn hit home in spectacular style.

Established names such as Woolworths and MFI have gone to the wall and bakery chain Ferrari's went under with the loss of 150 jobs.

Elsewhere, there are fears for the future of car parts supplier Linamar on Fabian Way and workers at Corus are facing lower production and possibly reduced salaries as the company tries to manage the fall in demand for steel.

With the big boys feeling the pinch, it is no wonder predictions of a tough 2009 are all around.

Yet, with the new year also comes hope.

One of Britain's leading business experts is advising the city's companies and organisations to invest and not to cut back during the recession.

Customer service specialist Mark Bradley spoke to business leaders and senior managers in Swansea and across Wales during the latest round of the Assembly Government's People in Business seminars.

Mr Bradley has helped hundreds of top companies and organisations across the UK, including the FA Premier League, the UK Government's Skillsmart Retail, and Yorkshire Forward, to boost performance by using the customer view as a catalyst for persuading organisations of the need to become more customer-focused.

He said firms needed to invest time but not necessarily money in their organisations to help survive challenging economic times.

He explained that while low-cost operators tend to do well during a recession other companies could also remain competitive if they offer consumers added value by providing an excellent customer experience.

"During times of economic crisis many firms implement cutbacks across the whole business," said Mr Bradley.

"Of course it's sensible to save money and resources where possible, but panicking and making swingeing cutbacks can be more harmful than helpful to a company.

"To ensure customers continue buying your products and services, it's vital to enhance the customer service experience. This is especially important during lean times.

"Customer satisfaction can be improved without necessarily spending too much money.

"Business leaders need to spend time in their customers' shoes. They should see what it's really like when someone calls their organisation.

"By experiencing your own company's service, you begin to realise which things really count. Often it's about providing a memorable experience for customers based on emotional engagement, it's not just about the price of a product or service."

Another ray of light for the year ahead has been provided by one Swansea firm which claims that companies across South West Wales will fare better in 2009 by improving their IT provision.

BSS, a full service IT provider based in Gorseinon, says local companies can not only survive but thrive in the new year if they seriously look at their IT infrastructure and support.

Figures released by the British Chamber of Commerce suggest that 60 per cent of all businesses that suffer a data loss will cease trading within six months.

With this in mind, managing director and founder of the business, which is one of only a handful of companies in Wales to achieve Microsoft Gold Certified Partner status, Teifion Davies, says now is the perfect time to take a few simple steps to set about strengthening the IT systems that are the backbone of many businesses' efficiency and success.

"Today, most companies use computers to handle their administration and communications, and many rely heavily on these to manage critical elements of their day-to-day business," said Mr Davies.

"Computers and software are now more powerful and easier to use than ever before — but a business must have the right equipment for its needs.

"Out of date, unreliable or inappropriate technology is often worse than none at all. So in the current climate it is essential that businesses become aware of the time-saving, maximum efficiency systems that are on the market.

"This year in particular businesses can make a very good return on what can be a small IT investment by utilising new ways of doing things, which will in turn make their business more efficient all round and could help them not just survive but thrive during the next few years."

Traditionally, the new year brings with it many unrealistic resolutions and commitments for the challenges that lie ahead.

Let's hope the gloomy outlook predicted by many for the economy in 2009 has also been overstated.