“Customer focus and expertise are our values”
Let’s continue our journey through the people of Giardina Group. Today, we bring you an interview with Michela Bonacasa, Spare Parts & Sales Back Office for the group.
A career at Giardina Group that began in 1994 and continues to this day. Always in contact with customers, from the after-sales office to the sales administration office, maintaining a direct and daily relationship with the market. Let’s introduce you to the people of Giardina Group, the faces and voices that have been ensuring the success of our group over the years. We interviewed Michela Bonacasa, Spare Parts & Sales Back Office, who oversees many key markets: Switzerland, Italy, France, Austria, England, Portugal, Spain, Sweden, Finland, Norway, Croatia, Romania, Turkey, Egypt, Pakistan, India, Malaysia, China, and Korea.
“I am very attached to Giardina Group,” she tells us, “a place that is not just a workplace but a second home. From 1994 to today, I have witnessed the entire recent history of the group, its renewal, and the innovations introduced over the years that have allowed us to continue growing. The common thread in my experience at Giardina Group is the relationship with customers, from the after-sales office to sales administration, spare parts, and support.”
Is it challenging to interact with such diverse markets and countries? “Challenging, no, but certainly not simple. It requires great flexibility and the ability to adapt one’s approach depending on the interlocutor. All markets and countries demand and expect high-quality service and products, but clearly, the ‘human’ approach and communication style differ. Each country, each customer, and each of our agents or dealers has their own way of working and engaging. The challenge is always finding the best solution. My contact with customers and agents begins with sending the commercial offer and continues into the after-sales phase. This phase is very delicate because it often involves interacting with customers during their moment of need—perhaps for a spare part or a technical issue. It requires great responsiveness and understanding. We know that how we manage requests, our speed, and our ability to resolve problems significantly impact the company’s success. Knowing that they have a reliable manufacturer capable of meeting all needs is one of the main reasons our customers continue to choose us. We have technicians and contacts in all markets, ensuring rapid responses. Sometimes a remote approach suffices; other times, our technician needs to intervene in person. What we guarantee is the fastest possible response. I’d say that speed and competence are two qualities we certainly possess.”
What are the most frequent requests you receive? “In terms of products and spare parts, consumables such as blades, filters, rollers, and conveyor paper are the most requested. In recent years, we’ve also received many electronic requests, particularly for retrofitting, to keep our customers’ technologies updated, especially software. There have been many technological advancements, and we’re always very proactive.”
Speaking of evolution, we’ve transitioned from an analog world to a digital one. Has the way you work changed? “On a human level, I’d say no; on the level of tools, technologies, and pace, definitely yes. In recent years, many technologies have been introduced that have sped up the work of the back office and technicians. To give a concrete example, in the past, when a customer needed us, it was almost ‘mandatory’ for a technician to go out. Today, with messaging apps and video capabilities, it’s easier to identify problems and quickly determine whether they can be resolved remotely or if the technician needs to go on-site. This is a significant advantage in terms of production and support, as it ensures a faster response and almost real-time resolution, further improving how emergencies are handled.
Customer interaction itself has also evolved; today, it’s more direct. We’ve also seen changes in events and trade shows. Especially after COVID, we’ve noticed that events like open houses and inviting delegations of customers have become more significant. We have a dedicated structure, the Giampiero Mauri Innovation Center, which is a strategic hub for us. Has this evolution been positive? Definitely, yes.”
Such direct contact with customers and agents gives you a unique perspective. Which markets do you find most active? “Among the markets I personally oversee, I’d mention Eastern Europe and Turkey. These are markets where we’re working intensively and receiving very positive feedback, leaving excellent prospects: in Turkey, we’ve completed significant orders with our partners at Fabromak, and also in Croatia and Romania, where we have a very fruitful collaboration with our partners at Wood Expert.”
What values do customers associate with Giardina Group? “Attention to detail, to our customers’ needs, and the transparency with which we approach requirements and sales. Our customers know that Giardina Group’s goal is to find the ideal solution for them, not for us. Having so many customers who choose and re-choose Giardina Group is not only a source of pride but also proof that we’re doing things right.”
To conclude, what three words come to mind when you think of Giardina Group? “Efficiency, quality, cohesion. Efficiency, for our ability to always find the right solution for our customers’ needs. Quality, because the solutions we offer are always high-level. Cohesion, because we’re a united group, always working toward a common goal. This cohesion and unity of purpose are noticeable.”