Erse Kablo, which continues to make a difference in the market by supporting continuous development and certifies the importance it attaches to customer satisfaction with ISO 10002 Certificate, shared with us the valuable comments about 2019 evaluations and 2020.
As Erse Kablo, we can evaluate the past year as a year in which we realized our domestic sales targets based on the efficiency in our production by proceeding in our cost analysis in a controlled manner.
As Erse Kablo, despite the negative economic conditions, it has always been among our first goals to provide continuity in quality service and to carry the Erse brand forward. By following the market closely, we have shaped our campaigns and stock costs according to our strategic sales plans. In the coming period, we will continue to keep the pulse of the market in line with our sales targets.
In the customer satisfaction surveys that we evaluate every year, we reported that the 88.18% result of our customers' satisfaction increased by 3% compared to the previous year in our internet-based surveys we conducted with 105 customers in 7 regions last year. Every year, we take care to take actions according to the opinions and suggestions of our customers.
Recently, by renewing our quality system certificates, our registration of customer satisfaction within the framework of our corporate values with our ISO 10002: 2018 Customer Satisfaction Management Certificate has strengthened our system-based perspective in managing customer complaints.
This year, together with the marketing department, we have placed our relationship management with our customers in our center. We will continue to maintain our leadership in the Turkish market by creating an active sales network with our head office in Istanbul, Ankara, Bursa, İzmir, Samsun, Adana regional sales representatives and our dealer system.
Due to the fact that we are going through a period in which the dynamics of the sector need to be carefully monitored, the risks arising as a result of the daily parity data, which are changing depending on the time, have enabled us to consider our sales forecast analysis in more detail.
Many businesses usually prepare sales forecasts based on past years and make a general forecast method including growth expectation. According to these estimates, it starts to implement strategic plans on capacity, labor, purchasing and growth. If your forecast is not close to reality (Forecast Deviation: Whether Positive or Negative), there is a high probability that you will face negative consequences. If the "Forecast > Happens", you will face excessive inventory and inventory problems and you may lose at the break-even point. If this is the case, you may experience performance problems, customer dissatisfaction and turnover losses in the deadline because your resources such as "Forecast < Actual" capacity and labor will be insufficient.
Of course, your predictions and experience are important locally and globally; However, the fact that the sales and production results are close to reality draws a strategic path for you to use these analyzes in order to guarantee your company and to eliminate possible problems with analytical approaches.
Planning risk management in the current market conditions for 2020 and producing based on efficiency together with financial management are the top priorities of our roadmap. Risk management allows businesses to take as much risk as they can bear, and businesses can also indirectly increase their growth rates. This also helps businesses objectively measure the risks they assume. The cable sector is a sector that requires continuous follow-up in which the assessments of qualitative and quantitative risks are continuous due to its DNA, and opportunities are increased and threats are tried to be reduced by developing various methods against risks. Therefore, decisions on how to approach risk activities and how to plan will be important for the cable industry.
In this process, where the sectoral dynamics we are in change instantly, protecting our existing customer structure, continuing to provide customer satisfaction, gaining potential and real new customers, controlling the risks are the basic points we have determined for sales.
Ensuring the motivation of my team responsible for customer management and realizing our sales goals becomes important at this point. We will consider 2020 as a year in which our communication with our dealers and customers increases, and we put our customers in our center with technical seminars.
Due to the fact that the market has a variable structure and the rapidly changing technology in the world and the options to reach the product from different channels are increasing, we plan to realize our goals by paying attention to the correct management of customer relations.
As Erse Kablo, as a brand with industrial and commercial backgrounds that focuses on the quality and sustainability of growth in terms of capacity by developing our employment area and planning our investments for the future period, we concentrate on sales and marketing actions aimed at developing the B2B business model by developing our country and our production area with technological investments and providing added value to its customers.
The proliferation of manufacturers and the increase in competition in the weak current cable sector caused the percentiles of sales rates to change as a result of ignoring the quality and service characteristics of the manufacturer. Professional companies that attach importance to infrastructure, R&D, P&D activities in accordance with national and international standards should be preferred both in sales and technical equipment. Therefore, after the competition in a difficult 2019, we are in a process where the competition will increase even more in 2020.
In 2019, we progressed by rising in the Electrical, Electronic & Service Exporters' Association Honor List and Turkey's Second 500 Large Industrial Enterprises List. We continue to invest in our production area and the internal structure of our laboratories. As Erse Kablo, we combine our success both in domestic and export with the perception of trust we have created in quality standards. Carrying out these successes with team awareness is one of our most important corporate values that make us stand out from the competition.
As Erse Kablo, we are aware of the importance of being team conscious around our corporate values. The power of our communication with our customers, the production, laboratory, technical infrastructure investments we make in our factory, the importance we give to our marketing communication activities are the features that distinguish us from other companies.
As a company with domestic production origin, in 2018 T.C. The fact that we have received the title of R & D Center approved by the Ministry of Science, Industry and Technology is one of the factors that take us one step ahead of our competitors both on behalf of our country and globally. With our innovative projects that we carry out in our R&D Center with our qualified R&D personnel; We aim to increase capacity with the development of new product/production technologies, to increase product quality with effective use of resources and to accelerate the inflow of foreign direct capital investments to our country.
As Erse Kablo, we have added value to our business partnerships with our R&D, Quality Control activities, internal and external trainings, market researches and CPR laboratory established within our own structure since the beginning of the Construction Products Regulation (CPR) process.
The purpose of the Construction Materials Regulation; To establish performance declarations (DoP) and CE label usage rules in building materials and to provide a common technical language and quality awareness in fire safety by determining the relevant procedures and principles in terms of the usage criteria of these materials. Although it is not yet mandatory in our country, CPR requirements have been defined in many specifications in order to improve market conditions and increase safety in structures. In order to be implemented by the Ministry, we have formed our working groups with our sector and we are in an effort to accelerate the process as much as possible. In order to determine the technical conditions such as "Which structure and which cable should be used?" and to make it a standard, the studies in which our company is also involved are continuing.
This regulation is important for preventing unfair competition for all economic factors that produce quality and reliable cables in accordance with the standards and becoming an international brand.
In many projects where the CPR demands for the products in the prestigious projects coming in 2019 will increase even more in 2020, there will be product demands according to the CPR classes. Our CPR testing laboratory investment allows us to monitor the immutability of the performance of our products. We inform both the sector and our stakeholders with the knowledge given by our domestic and international seminar participations. Therefore, we are trying to fulfill a requirement that we are among the leading companies in CPR about products and classes.
We continue to perform all tests within the scope of EN 50575 in our laboratory for each order with System 1 + , System 3 classification, especially our control, coaxial, signal control, lan cables.
Our dealer portal enabled us to build an innovation-based bridge between us and our dealers for the weak current cable industry, as well as to create an interaction suitable for the e-transformation era. Our "Dealer Portal", which we aim to offer a significant added value to the labor gain, is very easy to use by providing 24/7 order and payment convenience, and has the feature of being a platform where the desired stock and products are followed.
With the popularity of electronic commerce (e-commerce), this system is divided into e-commerce models among itself. E-commerce models; In short, it is called B2B (Business to Business), B2C (Business to Customer), C2C (Customer to Customer) and B2G (Business to Government). Every e-commerce company uses at least one of these models.
As Erse Kablo, B2B (Business to Business); We have ensured that the e-commerce model, which is traded from business to business, progresses through our customer portal. Businesses that use this model do not sell a product to the end user. For example, a manufacturer that sells hospital devices is bought by the hospital. Or an example is when a wholesale manufacturer or wholesaler sells its products to stores.
The B2B infrastructure in our country is generally seen in the dealership systems formed by large companies. In a closed network structure, dealers affiliated to the company carry out business processes such as procurement, stocking, distribution, marketing, etc. effectively. This system, which is offered by e-commerce technology, is becoming widespread more and more rapidly every day in all companies working independently without being affiliated to any company.
We can consider our dealer portal as a customer portal. It allows us to manage our processes with our customers more easily. By evaluating the requests from our customers, we follow the development of our portal together with our customers. Our customers can follow their own processes by creating their own accounts on the portal and entering their encrypted accounts. They can closely follow our campaigns and news headlines. Thus, we create an e-business interaction between us and our customers.
As Erse Kablo, we are the preferred brand of prestigious and important projects with our weak current cable products. Producing products that are demanded on the shelves of our dealers and customers has enabled us to create a wide and solid dealer network in the country.
We take care to protect our "reliable brand" image for our customers. We also evaluate this corporate brand image in the results of our customer satisfaction surveys conducted during the year. The trust they place in us further increases our effectiveness in the market. We have a bond of loyalty with our customers and it is our priority to protect and support this bond.
By combining our decisive position in the low current cable sector with our marketing and sales strategies, we continue to move towards becoming a global company.
Since 1996, when we started our activities, we are proud to be one of the leading brands in the sector with our experiences, our mission in the sector, our investments, our management in sales and marketing communication, our success in exports, as well as our managers and teams specialized in their fields.
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