VELUX AFS

VELUX After Sales Service

Challenge: To manage change. To transform an After Sales cost centre into a profitable commercial unit in 12 months.

website: www.velux.co.uk

Position: Commercial Manager (After Sales) for UK and all Ireland responsible for strategy, campaign management, operational development, staff training, man management, event management, execution and delivery.

Background: VELUX Roof Windows (VRW’s) are guaranteed for 10 years after which repairs are chargeable. Having distributed VRW’s in the UK since the 1950’s there was a growing bank needing replaced creating a significant revenue opportunity additional to new window sales. There were however significant challenges:

Despite enjoying 92% market share there was a low awareness of the VELUX After Sales service
Window repairs were largely going to independent joiners, glaziers and handy men who at times were recommended by Builders Merchants unaware of our service
Our team of Field Technicians numbered only 15 and to achieve target we would need to double manpower. The company would only commit to an additional 3 staff
There was resistance to change from some of our Technicians
Our Call Centre Staff were order takers and not sales trained
Outside of the database of customers who had previously requested an AFS service the policy of selling through Builders Merchants made it impossible to identify volume customers
By promoting the AFS it could potentially damage the reputation of the windows as it highlighted the need for an annual service and eventual repair / replacement
Outside of the standard price list VELUX had never promoted our After Sales Service
A new market entrant (Fakro) were failing to establish themselves within the Trade and were likely to seek alternative opportunities. After Sales and replacement roof windows was viewed as our soft underbelly.