Although network service provider ICUK has doubled in size over the past two years the business still remains lean and profitable due to efficiencies delivered by a Back to Basics philosophy employed by Managing Director Paul Barnett.
Back to Basics is the internal programme ICUK has adopted this year to understand and implement the changes its customers want from the company's existing systems before it focuses on new projects. The strategy emerged from the complications ICUK once experienced as a reseller, as Barnett explained. "We used to be a channel reseller and many of our suppliers are now our competition. The experiences we had using their platforms and processes led us quite early on to make the decision that to create what we wanted, to correct the issues we witnessed, we needed to develop our own.
"In going it alone it would have been very easy for us to buy off-the-shelf software solutions for our entire product range, but with each choice will come limitations and a roadmap that you can't influence. Our choice to develop in-house has never been regretted and increasingly has become the biggest strength of ICUK that allows us to stand out in the channel. It's never easy, especially with a portfolio covering web hosting, broadband and telephony."
Under the edict, Barnett has ordered a complete refresh of the company's current systems and solutions before contemplating new product launches. This has involved clearing down bug lists, reviewing customer suggestions and implementing change for a better and more automated platform across all three core parts of ICUK's business.
"With in excess of 600 channel resellers it's all too easy for us to take a view that we should rally to extend our portfolio, even if it means products sit outside our direct influence," added Barnett. "This could see ICUK add mobile solutions, cloud hosting, payments, VoIP and even hardware services. However, in diversifying without clearing down to-do-lists on the existing platform we run the risk of falling foul of what so many of our former channel suppliers did in the past when we were reselling, and not actually delivering what the customer wanted. You race ahead onto a distraction without ultimately finishing off what you started.
"We are looking to perfect our existing portfolio. If we succeed, we not only have a strong marketing case with a plateau of features, but we have an existing channel that is satisfied they have picked wisely and have even greater confidence in their sales and support approaches with clients."
Barnett believes resellers will appreciate ICUK's ethos that dispenses with glory hunting sales people and account managers and focuses on technologically driven support with 'Formula 1' race team standards. "By returning to basics and analysing how we and resellers operate we have been keen to hand over more control, build-in greater levels of automation and streamline processes as much as possible," he added. "Repeat issues need better and slicker responses from us by building on the inherent experience we have internally. In doing so we can better serve our channel partners and their clients.
"If you look at a Formula 1 team and compare their pit stop times from the 90s to the modern era, little-by-little processes have evolved and what may have been a problem in the past aren't an issue now. Evolution comes from the procedures undertaken and in the methodology of tools used.
"We have always prided ourselves on the simplicity of our software creations. In addition, we have a front line support team trained and empowered to easily complete the task of sales and account management. If we can ensure that the software works how our clients want to operate, empowers them to act without our influence - and should human interaction be required and the response is educated and polished - we have evolved for the better."
Barnett is convinced channel partners will appreciate ICUK's no nonsense, less than flamboyant approach and if he is given a geek badge he'll wear it with pride. "When was the last time you heard a network provider promote how exceptional their support processes are, and back it up, or their latest control panel developments? Think of us as geeks if you like, but we're in a technologically driven industry and isn't that the home of the geek? We like to focus on support and development to deliver a premium service.
"Back to Basics is designed to give resellers confidence. Confidence in what they are selling, belief in who they are partnering with, and knowing what to do should the worst occur are just as important as competitive pricing. In this current channel environment that can often be forgotten or diluted.
"We suggest resellers ask themselves a simple question: Does their channel provider have a larger sales force than their support and development operation? The answer to this can be very telling. We trust our partners, we empower them, and in return even the smallest partners on our books are turning up some fantastic contracts with some of the world's largest companies."