You will find Alexander’s Direct online, but that is not where its sales manager Jamie Alexander wants to do business with customers. Jamie thinks that vast, faceless wholesalers trading almost entirely online are killing customer service. And it is customer service on which his company asks to be judged.
Jamie admits that his approach is more traditional than innovative. But he would also argue that there is a freshness to old-fashioned values that his competitors are ignoring. “Going back to traditional values and offering a unique customer service experience at a time when everybody else is relying so heavily on internet sales is innovative,” he says.
Customers appear to agree, with turnover having increased from a nominal sum in the company’s first year in 2003 to a noteworthy £1.6m in 2014.
As wonderful as the internet is, Jamie was quick to realise its limitations. This is why he insisted, and still does, that all his customers receive a traditional, personalised service that allows staff to engage with them and get a full understanding of exactly what they require. “The internet can be a very impersonal way of conducting business with end-users often forced to deal with robots, computerised systems or, worst of all, people who really don’t care what they order, whether it is actually what they need, or even if they order at all. Alexander’s offers a very refreshing alternative,” Jamie promises.
“Offering a unique customer service experience at a time when everybody else is relying so heavily on internet sales is innovative”