Value orientation for custom membrane keypads

Bafbox's new custom membrane keypad division, Custom Keypads, aims to deliver the same service to the UK membrane keypad market as its parent company provides in custom enclosures.

Bafbox's new custom membrane keypad division, Custom Keypads, aims to deliver the same service to the UK membrane keypad market as its parent company provides in custom enclosures.

Designers today quite rightly expect components to perform as specified and, for many of these components, there are a multitude of suppliers in the market place who can satisfy this need.

The question that must therefore be answered is: "Assuming that the products being supplied are similar, what motivates a designer to choose one particular supplier over another?".

Naturally, there is not just one answer, but a whole multitude of part answers.

However, the areas that Bafbox sees as important, and which it has implemented in Custom Keypads, are understanding exactly what the designer wants, translating this into a concrete proposal and, above all else, providing support for the designer at all stages right through to production with the very highest levels of service.

As Managing Director, David Thompson, said: "Assuming that we can fulfill a requirement for someone, our main aim is to prove that we are acting as partners, and to get across the message that the success of the designer's project is of prime importance to us.

By doing so we aim to build up a level of confidence and trust so that, if there is ever a problem of any sort, even for those not of our making, the designer will come to us to see if we can provide a solution".

In the membrane keypad arena there are a number of players, all offering similar products.

Where Custom Keypads feels it can score is in the added value of 'good service'.

It may well be a cliche, but this philosophy, if adhered to rather than just paying lip service to it, is one of the fundamental keys to success.

Coupled with the fact that if a designer is having a custom enclosure made for him as well, the responsibility of them both fitting each other lies firmly at customKeypads' door!! Not only does this reduce the number of suppliers that the designer has to deal with, but more importantly also improves management of the risks associated with buying in custom designed products.

Of course, customKeypads uses all the up to date techniques and communication methods, but as everyone knows, these are only as good as the people who use them, their attitude and commitment to the client.

To back this up, Thompson highlights the example of RS Components: "To many people, the prices for parts seem expensive in the catalogue.

However, the RS turnover continues to grow, and more and more products are taken on.

So, it seems that many people are prepared to put a price on service, reliability and being able to supply on time.

Naturally, people do want to 'pay as little as possible' but also accept that these added value attributes, while increasing the price, are very cost effective in the end.

He continued: "In general, the cost of components is relatively small compared with the value of the end-product being made.

To be let down on delivery for an item costing a small percentage of the invoice value of a product is pure madness and a false economy.

We certainly would never claim to be 'the cheapest', a sure-fire way of ensuring failure in the medium term.

What we do aim to provide is a very cost effective product with a level of service and commitment so often lacking in this computer driven, call-centre oriented world that we live in.

Of course we use computers, but we also use pencils and paper where appropriate!".

The company's website, at www.customKeypads.co.uk is a perfect starting point for anyone wanting to go down the membrane keypad route, or for those seeking a resource optimisation exercise on existing products.

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