CDW - High Touch in a High-Tech Era (1,778 words)
Ross agrees, adding, "Our business model is to be efficient and speedy, and to offer personal attention, as well." Such a mission works particularly well with CDW's primary customer base, he continues.
"In a small or mid-sized company, the IT director may have been volunteered for the job. In a tiny 10-person company, for example, he was the only one who knew a little about computers, so he was 'elected' to purchase technology equipment, in addition to doing his regular job," says Ross. "Having highly trained account managers, CDW can assess that company's needs and make product suggestions perfectly targeted to that client."
Although the company is highly automated, the human touch permeates all customer-facing operations, he continues. "Our account managers really get to know their customers. When I first arrived here, I was amazed to see how often account managers get, for example, wedding invitations and holiday cards from their customers—from customers! They consider our account managers like members of their families or their co-workers. It's astounding to watch."
In short, Founder Michael Krasny's motto "Success means never being satisfied" is lived daily in this place.