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BT strengthens security market foothold
Tuesday February 09th 2010. Posted: 08:00
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Investments are reinforcing BT Redcare's position as security solutions market leader
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Major investments in sales, product and service are set to reinforce BT Redcare’s position as the market leader for security solutions.
That’s the message from Danny McInnes, general manager for BT Redcare fire & security. Danny said: “Our new product portfolio is proving very popular, we’ve recently expanded our sales team - and we’ve significantly improved our customer service.” BT Redcare is a leading provider of secure signalling in the UK - providing security protection to hundreds of thousands of businesses and homes throughout the UK. It has worked with the fire and security industry for more than 20 years - offering a range of alarm signalling services that work over different technologies and offer different levels of protection against intruders, accidental fire or arson. According to Danny, BT Redcare is the longest-established security brand in the market - and its traditional products are viewed as the most reliable in the industry. So what’s the reasoning behind the recent investments? Nimble competitors “Competition has increased significantly over the past few years and we needed to respond to this on several levels: sales, portfolio and service,” he explained. “We have been operating at the premium end of the market - but some smaller, more nimble competitors have seized the opportunity to launch lower-priced products that have been well-received.” Additionally, customer feedback had indicated that BT Redcare needed to sharpen up its service experience. “We had scaled back our sales team over the previous few years and customers were telling us they had no-one with whom they could discuss their sales or service requirements,” said Danny. As a result, four new people have joined the BT Redcare sales team - and there are plans to add at least one more. “This now allows us to both cover the installer market across the country and engage directly with our major corporate users,” said Danny. “We provided induction training at the beginning of January and will put further training in place as necessary. Certainly, the new sales team is buzzing - everyone is enthused about the BT Redcare portfolio and the opportunities ahead.” Prime market position Improving the service experience has also meant harnessing several small improvement projects already in place across BT Redcare into two focused programmes - Right First Time and Easy To Do Business With. “We have used these programmes to provide a cross-business focus on addressing the key service-affecting issues, and aligning the appropriate resources to fixing them,” Danny said. “Results are already very promising - our latest customer satisfaction results indicate we are again in a prime market position.” The product portfolio has been refreshed, too, with the introduction of enhanced signalling technology and more competitive products. “Our traditional products have a deserved reputation for being of high quality, easy to use and very reliable,” said Danny. “However, to combat our lack of lower-priced products, we launched our Secure range last July.” Invigorated The response has been excellent, he added. “Every quarter we are acquiring more than 100 new installers for Secure - and there is every indication that customers who may previously have gone to a competitor are now adopting Secure instead. “The range is fully compliant with the 21st century network - and is backed round-the-clock by more than 30 engineers dedicated solely to BT Redcare networks and platforms across the UK. “We have also made it easier for people to get in touch with us, extended our helpdesk hours and speeded up deliveries.” The final task has been to alert the market to the invigorated BT Redcare. “Our aim is to regularly communicate news - via the trade press - of our product development plans and our ongoing investments in the business,” said Danny. “In essence, it's about making ourselves more visible and letting the market know we are here to stay. And, of course, the key priority is to remind customers that BT Redcare is the company to call on if they want the best range of security solutions.” Anyone who would like further information - or who can suggest corporate customer opportunities in their part of BT that may interest BT Redcare - should e-mail BT Redcare.
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Last updated:
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