Kent Elastomer focuses on customer service, relationships

KENT, Ohio—Kent Elastomer Products Inc. is connecting with customers in a whole new way, through an updated website and new positions focused on customer relations.

The new website, launched in May, includes product specifications and industry information, alongside other resources.

"We're very customer-centric with our approach on the new website," said Joe Williamson, senior director of global sales and customer operations. "Ultimately, our goal is to drive traffic and start a conversation with our customers from within the industry."

Kent Elastomer hired an outside firm to analyze its former website, then used that data to rebuild and rebrand the firm's messaging on the new website. The new site includes more press releases and other points of customer connection such as social media posts and Youtube videos.

One brand-new aspect to the website is the "Ask KEP" button, which stands as a challenge to users to bring their toughest questions and projects to Kent's team, according to a company news release.

"It's about doing the right thing and helping the customer uncover their pains. By utilizing this approach and uncovering a customer's pain, we change the conversation from a sales pitch to addressing their needs with real value," Williamson said. "It gives them better access to the information they need, and provides an interactive experience with our team here. They can hit the 'Ask KEP' button, and it gives us the chance to help address their challenges with our combined knowledge and experience."

The website will continue to update with new product and technology posts, and also includes blog posts from company leadership on research and accomplishments, as well as case studies.

"The goal is to drive more traffic and create a better customer experience," Williamson said. "We're not just answering phones. We're out there being active with our customers. It sends a clear message: I am the person you want to work with, because I will take care of you."

The site is available at www.kentelastomer.com.

Building customer relationships

Williamson is part of a renewed effort to create a stronger relationship with new and current customers, coming on as the senior director of global sales and customer operations in June. He joins the Kent Elastomer team after a post as global director of sales and strategic development at Foamtec Medical in San Diego.

Cindy Harry, who has worked with Kent Elastomers since 1990, also is shifting from her role as director of sales and marketing to the director of strategic alliances and customer relations. Both changes are meant to help the company better meet the needs of its customers, Williamson said.

"One of my new roles is going to be focused on creating and implementing the strategic plans for the sales and customer service departments," Williamson said. "I look for effective and innovative ways to engage customers while keeping an eye on our long-term strategy."

He brings a background in medical device business, specifically with high-growth companies in the medical sector.

Harry began work with Kent Elastomer in inside sales, splitting time between going to the University of Akron in the evenings and working in customer service. In her previous role as director of sales and marketing, she spent the majority of her time forecasting, writing reports and working on annual sales plans.

Making the change to the director of strategic alliances and customer relations will bring her back to some of her favorite parts of the job, she said.

"I love being out and working with our customer base," Harry said. "We've had relationships with a lot of them for more than 20 years. I really missed the face-to-face contact and making new relationships, and going out and finding new opportunities. It was something I really enjoyed and desperately missed."

In her new position, she'll be working with customers to set up supplier agreements "so the relationship benefits them as much as it does us, and solidifying those relationships," she said.

One of the main goals for both Harry and Williamson is to reconnect with current customers and find ways to either improve their relationship or make them aware of areas where Kent Elastomer might be able to help, Williamson said.

"We're not trying to reinvent the wheel. We have a rolodex of great customers that we've been doing business with for more than 20 years," Williamson said.

Harry will be working closely with Williamson to reconnect with those customers, she said.

"We're going to dig deep and see if there's something more that we can offer our customers or their sister companies. We're looking to significantly increase sales and focus in on the medical and food and beverage market," she said. "I'm really excited to reconnect with all of our customers again. I'm really looking forward to it."