Nothing is more powerful than human connection – people respond well to other people. In recent years, many industries have recognised that customers react positively to a personalised touch, and value companies that share their beliefs and understand the problems they face.

A survey by Accenture in 2018 found that 91% of consumers are more likely to shop with brands who recognise and remember them, and offer personalised recommendations. Separate research by Epsilon found that 80% of customers are more likely to make a purchase when brands offer personalised experiences.

This is a trend that transcends just one industry, yet in materials handling, it has been a core tenant of Yale Europe Materials Handling. The company, which recently celebrated a centenary in the materials handling industry, attributes its personal approach to its longevity and continued success.

“People play a huge role at Yale® – that’s why they not only come first in our ‘People. Products. Productivity.’ philosophy, but also in our business too” explained Gary Clarke, Director, People Development EMEA. “From the talent we have within our company, understanding our customers’ specific challenges and putting the operator at the heart of our products, we take the ‘People’ element of our purpose incredibly seriously.”

The beating heart of Yale

Yale understands that when it comes to logistics operations, one size does not suit all. This is where the role of the company’s industry experts really comes to the fore.

“While our industry experts understand the nuances of the customer’s industry, they also know that every customer is different with specific demands for its materials handling fleet,” said Linda Glass, HR Manager at Yale. “We’re incredibly proud of the approach we take to define the best solution for each of our customers, and we believe it is a huge selling point of buying a Yale product.”

Looking to the future
A people-first approach has brought considerable success to Yale, but the company is not resting on its laurels

“Every industry is experiencing an evolution in consumer demands – in today’s society, we’re looking for quick, easy access to products and services. Our customers in turn continue to need reliable and efficient materials handling equipment that helps them to deliver to their customers.

“Yale is committed to not only helping businesses solve their current materials handling pain points, but ensuring their operations are best placed to continue to meet future changes in demands. We are proud of our approach; we will always put people at the heart of a new product, discovery interview, or fleet recommendation,” concluded Clarke.