It’s only by truly empowering your team that it’s possible to embrace change. That’s CERTECH Managing Director Andrés Runge’s message to other businesses exploring ways to navigate challenging times.
Specialist telecommunications cabling company CERTECH is the only ASX-listed business that offers fluke cable testing equipment. It’s the sole Australian company in an industry of robust global competitors.
Founded in 2011 in a joint venture with a New Zealand business, a change in ownership in 2016 prompted a complete reinvention of its business model from wholesale to direct sales.
Andrés and his team concurrently built the CERTECH brand from scratch, including developing a new identity and repackaging the entire product range under the new brand. “We had to reinvent ourselves in 10 months.”
He readily acknowledges he was only able to do this because staff are empowered to make decisions and take action. “I surrounded myself with excellent human beings and empower them so I don’t have a job anymore, I have a business.”
The result is a highly-engaged team and impressive staff retention rates. “Our first employee is about to take long-service leave after working for us for ten years. It’s an outstanding result given the average length of time staff spend at other businesses is about a year and a half.”
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Andrés says if the team understands the company’s values, it makes them easy to follow.
“We don’t see people as tools, they are people and the most important aspect of the business. That means our staff stay with us and offer us the best of themselves.”
Sustainability is a huge priority for the firm and all its products have a green-star rating.
Additionally, it pays attention to the whole-of-life cycle of its products and maintains relationships with a number of recycling firms, positioning CERTECH as part of the circular economy.
Laser-focus on customers gives CERTECH an edge and Andrés attributes his team’s exceptional product knowledge for its ongoing success.
“We would never charge more than we are supposed to charge and we would never offer a product that is not suitable and certified. Our company constitution is all about our customers and we are positioned as a trusted adviser.”
He values the high level of service he receives from Commonwealth Bank, including the opportunity to meet face-to-face with his relationship manager and have open conversations about planning for growth and expansion. “We’re very transparent with our finances, which helps our relationship with the Commonwealth Bank.”
As for the future, Andrés says continual reinvention is the focus. “We want to be the number one choice for Australians for network cabling.”
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