In order to create more personalized and agile support for its customers in the EMEAI markets, Kollmorgen will be relying on a new business concept from 2021. Existing and new customers in the EMEAI will be served by their own local sales, support and service teams. In the past, the European markets and India were served from the German office in Ratingen, while Italy and Turkey were already organized locally. This approach is now to be extended to all EMEAI markets.
To accomplish this, the company is making significant investments in new capabilities for key countries including UK, France, Spain, as well as India. In Germany, Kollmorgen is also expanding its sales, application and service capacities with the aim of supplying its German customers even faster and more directly and further strengthening its market presence.
With the reorganization, Kollmorgen is creating a structure that enables more rapid and personalized response to customers and their constantly changing needs across all key regions and market segments. The changes augment focus on another strategic change implemented in 2019, shifting the company’s offerings from that of a component supplier to a supplier of complete systems consisting of motor, drive, cabling and control. The transformations will be completed in early 2021. From now on, Kollmorgen’s sales, service and support teams will be based nationally and managed at the country level. This will enable employees to focus more intensively on the local requirements of their customers. The focus also supports a new level of customization and personalization within national markets such as Germany, UK, France, Spain, and India. In the future, each national team will focus more on new technologies and industries such as medical, and robotics.
Kollmorgen expands into the French market
A central focus of the European strategy is the further development of the French and Spanish markets. Targeted investments are intended to ensure sustainable growth through partnerships with OEMs. For this purpose, Kollmorgen will establish its own sales, application and service team with on-site customer service in France in the first half of 2021. The first steps in this direction will be taken in February.
Stronger customer focus in India
Business localization in India will also enable greater agility and flexibility and a better customer experience. Growth in the Indian market is one of Kollmorgen’s key strategic initiatives in 2021. From now on the organization will be able to serve the entire market with all customer needs from the company’s location in Mumbai. In addition to sales, this also includes technical support, repairs, logistics and a new customer service, which was formed on January 1. Customers and partners can now direct all inquiries to their local contacts. As part of the localization, the number of employees in India was doubled.
“The Indian market has established itself as a strong driver of growth in recent years. To support and enable this growth, an understanding of our customers’ requirements as well as personal and trusting contact is essential. With a local organization, we are meeting this need,” explains Alberto Favalessa, Vice President EMEA & India at Kollmorgen. He adds: “The expansion of our capabilities in Europe and India is a response to our customers’ growing need for fast service. In the future, this should no longer be held back by national borders.”
