Classic Swiss values are essential for working at Schaerer. Because precision, reliability and a unique sense of quality not only play a decisive role in development and production: these characteristics are also highly relevant in sales and service. After focussing on mechanical development in the previous part of our series "What's so Swiss about Schaerer?", this time Karim Bourame tells us about the other end of the value chain. The Area Sales Manager for French-speaking Switzerland explains, among other things, what "Swissness" means for his job, what is particularly important to his customers - and how German-speaking and French-speaking Switzerland differ when it comes to coffee enjoyment.
Karim Bourame - Area Sales Manager for Western Switzerland
Can you briefly outline what your job is at Schaerer?
I have been working for Schaerer as Area Sales Manager for French-speaking Switzerland since the beginning of 2017, which is now over four years. As Sales Manager, I am responsible for the French-speaking part of the country. My main task is of course to sell new machines. A typical working day therefore consists mainly of customer visits, during which I work out with the prospective customer what they need and then make them an appropriate offer. However, I don't just wait for enquiries from new customers. I regularly analyse the processes of my existing customers and enquire whether there is a need to replace older machines. In this way, I support restaurateurs, hoteliers and the like in offering coffee specialities of the highest possible quality and efficiency.
But selling the machines alone is not enough, I also take on various administrative tasks. Another important function that I fulfil is liaising between the technical service and the customers. To this end, I liaise closely with the technical manager for French-speaking Switzerland. Together, we ensure that our customers not only receive high-quality coffee machines, but also benefit from them in the long term.
How would you personally define "Swissness"? What characterises a Swiss for you?
There are of course certain characteristics that are usually associated with Switzerland. First and foremost are precision and reliability. It's not for nothing that Swiss products have a reputation for being manufactured with extreme care and attention to detail. This means that we Swiss generally expect a very high level of quality - both in terms of products and services. In return, however, this also means that we are willing to pay more for something. I think most Swiss people are of the opinion that if it's high quality, it should cost accordingly.
How does this attitude affect your work at Schaerer?
We very clearly feel the enormously high demands in terms of quality, in all areas. On the one hand, the machines themselves should meet the highest standards, that's clear. But this strict standard is also applied to the service and my consulting services. In concrete terms, this means that customers can contact me at any time if they have any questions or problems. If, for example, their old machine breaks down before the newly ordered model can be delivered, it is my job to organise a replacement machine as quickly as possible. The same applies to technical customer service. Quality here means that faults are rectified quickly, reliably and carefully.
If these high standards are met - as is the case with us - the Swiss are happy to pay a reasonable price. Of course, this does not mean that costs do not play a role. But favourable conditions must never be at the expense of value. This applies both to the coffee machines themselves and to all associated services. After all, quality must be maintained in the long term. That's why our customers are happy to invest in service packages that extend the life cycle of their appliances and guarantee high-quality coffee in the long term.
Many of our customers associate this high level of quality directly with production in Switzerland. A parallel can be drawn here with the famous Swiss watches: Anyone who buys a watch from Switzerland can expect an unrivalled level of expertise and craftsmanship. A similar expectation also applies to the coffee industry, which is why restaurateurs like to invest in machines "Made in Switzerland".
Investment in quality
by Schaerer Marketing Team
Do you think there are differences between German-speaking and French-speaking Switzerland in this respect?
Yes, I think you can recognise differences and certain peculiarities in some aspects. In Eastern Switzerland, i.e. the German-speaking part of the country, for example, the open-mindedness towards fully automatic machines was and is noticeably greater. Topics such as efficiency and automation clearly have more traction here. This is also reflected in the fact that WMF machines, which we also sell in Switzerland, are much more popular here. In the west of Switzerland, on the other hand, portafilter machines still set the tone. It is difficult to say exactly why this is the case. However, I can well imagine that the aesthetics and craftsmanship of coffee preparation with such a classic barista machine are still particularly important there. Fortunately, the Schaerer Barista is a machine in our portfolio that also fully fulfils these requirements.
