When you're working with motors and automation, product knowledge matters. Understanding compatibility, application requirements, configuration and installation can make the difference between a straightforward project and a difficult one.
That's why our technical team plays such an important role at Ellard.
From training our sales team and developing technical resources to testing new products, supporting customers and solving complex problems, the team provides the technical expertise that sits behind our products and the service we deliver.
Because our relationship with customers doesn't stop when a product leaves our warehouse.
More Than Technical Support
Technical support is often thought of as something you need when there is a problem. At Ellard, it starts much earlier.
Our technical team works closely with our sales team to ensure they have the knowledge, training and tools needed to give customers informed advice.
From product training and technical guidance to tools such as our product selectors, the team helps turn complex technical information into practical resources that make it easier to understand our products and their applications.
And when a question goes beyond those resources, our technical specialists are there to provide the additional expertise needed — whether that's around installation, configuration or troubleshooting.
Sales brings the customer relationship. Technical brings the specialist knowledge. Together, they provide a stronger service.
That means technical expertise isn't simply something customers turn to when something goes wrong. It's built into the way Ellard supports customers from the very beginning.
The People Behind the Products
But what does that actually look like day to day?
Our technical team works across Ellard's growing range of motors, controls and automation solutions, from testing new products and developing technical resources to supporting customers over the phone and on site.
We spoke to members of the team to find out more about what happens behind the scenes and the role technical expertise plays in delivering a better customer experience.
Mark Grice | Technical Team
“We're always looking for ways to improve the service we provide.”
How would you describe your role at Ellard?
“A big part of my role is making sure we're constantly improving the technical service we provide. That means using dashboards and data to understand how we're performing, supporting customers over the phone and by email, and testing every new product inside out before it reaches the market.
We need to know our products through and through so we can give customers the highest standard of support possible. And, of course… making plenty of brews for the team helps too.”
Ryan | Technical Team
“Good technical knowledge gives customers better advice.”
What technical knowledge is most important for the sales team to have?
“Product compatibility is probably the biggest one — understanding what works with what. Beyond that, it's knowing how to specify products for different applications and being confident explaining the features and benefits of each solution.
We also spend time understanding competitor products, because that helps our sales team have more informed conversations and give customers clearer comparisons.”
Mark Grice | Technical Team
“Customers value knowing there's always someone they can call.”
What do customers appreciate most about Ellard's technical support?
“Peace of mind. Customers know there's a technical team behind them throughout the project, and we regularly receive compliments about our product knowledge and how quickly we respond.
It's not just about answering the phone either. We produce detailed how-to videos that help customers solve problems on site, and we deliver free technical training that's designed to be practical, informative and easy to digest.
Being able to train an entire customer team at once — often at their own premises — is a service people really value.”
Tom | Technical Team
“Customer feedback shapes the products we develop.”
How does the technical team support Ellard's future product development?
“We're often the first point of contact when customers have feedback, so we have a clear view of what's working, what isn't and where the pain points are. That insight feeds directly into product development and helps us improve the overall customer experience.
We also make sure the rest of the business comes on that journey with us. Before a new product launches, we work to ensure everyone at Ellard understands its features, benefits and applications, so customers receive the same high standard of advice no matter who they speak to.
Keeping our ear to the ground is a huge part of the role too. We're constantly monitoring developments across the industry so we can help shape products that meet the market's evolving needs.”
When the Standard Solution Isn't Enough
The value of technical expertise becomes particularly clear when a project doesn't fit neatly into a standard application.
Not every technical challenge can be solved with an off-the-shelf product. Sometimes, finding the right solution means thinking differently about how existing products and technologies can work together.
One of the more demanding examples for our technical team came when Ellard was asked to develop a bespoke interlock system for a school that was due to open the following day.
Mark Grice recalls the challenge:
What was the challenge you were faced with?
“We were brought in to develop a special interlock system for the school, which was due to open the following day. This was a special entrance that was actually being installed specifically for Prince George. There was a very tight deadline, so we knew we had to come up with a solution quickly and, more importantly, make sure it worked reliably.”
What did the solution involve?
“The system needed to work alongside an ANPR system. When the vehicle was recognised, it would trigger the interlock and activate an airlock system to control access.
“This wasn't something we could simply take off the shelf. We had to develop a bespoke panel and think about how we could bring our existing products and technology together in a way that we'd never really done before.”
How did the team approach such a tight deadline?
“There was a lot of pressure because the school was opening the next day. We had to be intuitive and think outside the box to find a solution that would work within the time we had.
“The team stayed on site until around 11pm the night before the opening, working to get everything completed and to the standard we expected. It was a challenging project, but everyone was determined to get it over the line.”
What was the outcome?
“We got the system completed and ready for the opening, and the customer was over the moon with the support we provided. For me, that's what technical support is all about — sometimes you have to go beyond the standard application of a product, understand what the customer actually needs and find a way to make it work.”
Mark's experience is a good example of what happens when product knowledge is combined with practical problem-solving and determination. It's also a reminder that technical support isn't always about having an immediate answer — sometimes it's about having the expertise to find one.
More Than a Supplier
For Ellard, technical expertise is an important part of the service we provide — from equipping our sales team with the knowledge they need, to supporting customers with technical resources, installation guidance and problem-solving.
As our product range continues to grow across motorisation, automation, fire safety and smart-home technology, we're continuing to invest in the people, knowledge and resources behind those products.
Our technical team's experience and direct contact with customers also gives us valuable insight into the challenges faced in the field, helping to inform how we develop and improve our products.
Because being the best a good supplier isn't just about having the right products. It's about having the knowledge, expertise and people behind them to help our customers succeed.
Need technical advice?
Whether you're planning an installation, working through a technical challenge or simply need some additional guidance, our technical team is ready to help.
Get in touch with Ellard today and speak to our technical team.
www.ellard.co.uk
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