<< Back to Articles

A fresh approach to customer care as Affinitus strengthens team

New technology and problems - there are times when it is very easy to think the two are attached at the hip. So it is a measure of a software providers commitment to observe the importance they attach to after sales support. Acknowledging it has had problems in the past, Affinitus has strengthened its team with a new appointment. David Leck met Beverley Clarke – the person charged with raising the game for Freshware users.

Beverley Clarke is a woman on a mission. She is also a lady who gives careful consideration when pressed on what she plans to deliver in her new role.

It is a trait that will stand her in good stead as the recently appointed customer services manager for Affinitus Freshware. The fresh produce industry software provider does, by its own admission, have some bridges to rebuild when it comes to customer service. Somewhat refreshingly, it is an issue the company is tackling as a significant opportunity rather than a box-ticking exercise.

And after just a few minutes in Beverley Clarke’s company there is little doubt that Affinitus has got itself someone passionately committed to a business discipline that can - for the customer - seem wrapped up in promises that appear frustratingly far removed from delivery.

In post since the turn of the year, Clarke is certainly not afraid to set out her stall.

“ Affinitus has traditionally been good at responding to problems. Where we have perhaps fallen down is in the lack of in-depth knowledge of the product at the after sales stage,” says Beverley who will lead a team of five looking after the 100 or so users of Freshware across the country.

“ The big difference for our customers now is that there is a dedicated point of contact. Having said that, I am not going to promise changes overnight. I want to meet as many customers as I can to ensure we are delivering the type of service that really addresses the needs of their individual business.

“ I want excellence in customer care but that will take time and I am a great believer that you have to manage expectation at the outset if you are to fulfil it in the long-term. We must never promise what we can’t deliver but we must be constantly looking at ways of improving what we have to offer.”

It is a view fully supported by Affiinitus managing director Paul Hardy:

“ We know we have a great product. What we have to do now is bring the service levels up to a standard that complement it. We have made a considered decision to carefully control the intake of new business until we are fully confident of the support we can offer customers.”
One of Clarke’s first challenges is to increase knowledge within her team and, ultimately, she is looking to introduce an account management process in which each customer will have a dedicated point of contact.

“ I want us to be one step ahead and a pro-active customer services function,” adds Beverley. “So, if for instance, we solve a problem or come up with a solution for one customer we should be able to identity straightaway which of our other users might benefit from that same improvement or knowledge.”

From the Affinitus stable of software packages, Freshware comprises a number of modules designed specifically for the fresh food and produce industry. It has quickly established a niche market serving importers, wholesalers, growers, multiple suppliers and the transport and distribution sectors.

Freshware has built a reputation on its ability to adapt to specific business needs. It is something that will be part of a continuing challenge for Beverley and her team.

“ Every customer has different processes so as well as raising the standard for routine day-to-day responses we have to realise that this isn’t a one size fits all industry and we must develop Freshware accordingly,” says Beverley, who spent eight years with Orange managing both the customer service and upgrade departments.

“ Joining Affinitus is very exciting. What we must do is make sure our product lives up to expectations and fulfils its potential across a whole range of businesses, regardless of their size and individual working practices.”

Beverley Clarke joins Barry Astbury, customer services manager for the two other Affinitus suites of software – Prodigy and Marketmaster. Nottingham-based Astbury joined the company at the end of 2003 having spent two decades in the fresh produce industry and an impressive 17 years helping to develop Prodigy. With a team of five, Barry looks after an additional 100 customers using these packages. Both he and Clarke are actively recruiting to further enhance the service to customers.

The three Affinitus products essentially offer companies the same multi-level range of functions from procurement and stock control to sales order processing and accounts. Only Freshware is Windows based (the other two operate on the UNIX system) but, as Barry explains, there are plans afoot to merge the three.

“ There is a minimum of eight years left with Prodigy and Marketmaster and it’s almost certain that the three will come together at some stage. As a result, the company’s customer service function is going to be more important than ever. This is the right time for us to strengthen the team and raise levels of expertise to be able to respond to the needs of an industry that is continually adapting to change and new opportunities.”

<< Back to Articles