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Service is the priority

12 December 2012

Midac Batteries has stepped up its presence in the UK and MD of Midac UK Adele Nightingale tells HSS editor Simon Duddy that top quality service is key to its success.

Midac Batteries has stepped up its presence in the UK and MD of Midac UK Adele Nightingale tells HSS editor Simon Duddy that top quality service is key to its success

The newly launched battery supplier and battery management company Midac UK is keen to make service the cornerstone of its offering, as UK managing director Adele Nightingale explains.

"Midac is a battery manufacturer that realises they need to look at more than selling batteries. It's about chargers, battery change, and above all the service level offered throughout the duration of the contract." The company has the clout to back up this ambition. Midac UK evolved out of Total Battery Management (TBM), which was led by Adele, Ian Brazier and Malcolm Pearson. This year, they and Midac Batteries SpA created Midac UK, with Midac Batteries Spa making a considerable investment to grow the business.

Midac UK operates from a purpose built headquarters in Oswestry, Shropshire, and covers Ireland from a satellite depot in Co Armagh. The company has invested in extensive stocks of cells, batteries and chargers to provide fast track solutions for customers.

Midac UK also provides battery transfer solutions from US specialist Battery Handling Systems, as previously supplied through TBM, giving the company the ability to offer turnkey battery room installations. The company also has demonstration equipment, such as a double deck battery change operation at the Oswestry HQ. Midac UK has recruited experienced sales professionals from within the industry to add to the existing TBM team, as well as technical, service and admin support. Sales director Malcolm Pearson, has also been appointed to the board of the British Industrial Truck Association (BITA) as chairman of the Component Suppliers Group.

With robust equipment key to the success of any battery supplier, Adele is excited about providing Midac Batteries to the UK market.

"We have a fantastic product range from Midac Batteries, backed up by strong manufacturing capabilities in Italy and across Europe. We're privileged to be working with Midac, which is a privately owned company with an ambitious growth strategy.

Midac is a premium battery brand across Europe with German, French and Dutch subsidiaries," explains Adele.

With this investment behind the new company, Adele is confident that Midac UK can make an impression on the market and she has been listening closely to customers to establish their key priorities.

"When we speak to customers their key concerns are response & delivery times, communication, the quality of the product, and price. People are quite receptive at the moment to new products.

"We're hearing there are a lot of late deliveries with the supplier not always keeping customers informed. We are keen to offer a timely service and be proactive, because even if it is bad news, customers still need to know," says Adele.

Adele holds up TBM's service record as proof of its ability to excel in this area. The company has high profile customers, such as Tesco, who demand high levels of service. Midac UK provides a 4 hour emergency response for Tesco, which it has always hit. It has on-call engineers, and its first time fix rate is 98%. The company also has backup options at sites and services the equipment four times a year as part of the contract, giving them an opportunity to pick up on anything that will create a problem.

"In addition, the equipment from BHS is robust, so more often than not call-outs are the result of damage," says Adele.

Midac UK is keen to build long term relationships with customers, and sees the only way to do that as taking customers' concerns as their own.

"When we review what the customer has asked of us, sometimes we can see more cost effective solutions for them to achieve what they want require," says Adele.

"For example, a customer may be convinced they need two batteries per truck but a ratio of 1.8 may work well. This could save the customer money while still giving them what they need to run their operation.

"Where appropriate we would then make this recommendation to them, even though it lowers the value of our order. We hope the customer will then appreciate our honesty and integrity." It is with this service and integrity, placed at the heart of its offering, that Midac UK plans to make significant inroads into the UK market for batteries and ancillary products.