July/ August 2022

Behind the Scenes
SYSTEMS
Irrespective of how good a products
qualities are, what has been very evident
over the last couple of years is that
customer service, support and care remains
as important as ever...
I’m speaking following a very recent personal
experience of purchasing a new car from a
dealership.
MAKING THEIR MARK
In the fourth part of our ‘Behind the Scenes’ feature, Mark Walker, Selecta Systems’ Marketing
Manager, gives readers a candid insight into the company’s marketing department and outlines
how the Birmingham-based systems house can support customers in this area...
There is nothing more frustrating than buying
a quality product, of which I am extremely
satisfied with, to be somewhat disappointed in
the lack of communication and support
that you would truly expect to
compliment that purchase.
It sours the purchase and
relationship.
Although this is different in
the terms of it being a B2C
experience, rather than B2B,
the principles and perception
surrounding customer expectations
beyond the sale of the product
remains.
As consumers, many of us will
value our involvement with a
brand or company purchase,
not just solely on the product
that we buy, but on the whole
customer experience.
At Selecta, we see marketing support as
an integral and essential part of that after sales
support service.
Ensuring that we meet the individual
requirements and expectations of a window
and door fabrication and/or installation
business is key.
16 T F JULY/AUGUST 2022
Above: Some of Selecta Systems’ marketing support produced by Mark and his team.
Left: Marketing Manager Mark Walker and Donna O’Reilly, who heads up Marketing and Customer Support
Marketing and customer
support
Heading up Marketing and
Customer Support is Donna
O’Reilly, whose bubbly, energetic
and friendly approach helps to
build strong relationships with potential
and existing customers.
All online, email and telephone
requests from fabricators,
installers and homeowners
are managed and actioned
by Donna, providing a vital
service of managing and vetting
all sales leads that come in to the
business.
Donna also collates a wealth of data to assist in
the support of existing and potential business,
whilst also providing a range of product and
sales reports to the sales director and myself for
marketing strategies and plans to be drawn up.
These reports provide vital information to aid the
continuous development of our marketing support
package and services to ensure that we continue
to meet our customers’ needs.
We recognise that marketing support goes beyond
just the supply of a quality product brochures,
information sheets and guides.
Combined with the information at hand and
the uniqueness and flexibility of the business,
it means that the whole marketing support and
service package doesn’t stop at just supplying a
few brochures!
Creative and design service
From a marketing and PR perspective, everything
that we create, design and write is done so inhouse
at Selecta, personally by myself.
Whilst external marketing and PR resources work for
a variety of businesses, it’s something that Selecta
have moved away from for a variety of reasons.
The decision was made in early 2014 to build,
embrace and develop the skills from within the
business. What this has meant is that we have
been able to provide a very flexible, unique
and personal marketing support service and
Continued on page 18
CONNECTING THE WINDOW, DOOR & ROOF FABRICATION SUPPLY CHAIN