Introduction | RLN NE Toolkit | Export Communications Review | Best Practice | Case Studies

Zytronics

A steadily expanding high-tech company is broadening its horizons and growing its business.

Tyneside company Zytronic fervently believes in speaking to its customers in their own language, and it's this sales philosophy which is proving so beneficial for the company.

By February 2004 Blaydon-based Zytronic had increased turnover by a million to more than £6 million and had also created 30 new jobs in a year.

Now almost 150 staff help produce a range of specialist optical quality glass composite products, ranging from bullet resistant helmet visors to reinforced computer touch screens.

And Sales Director Bill Moodie says the reason for Zytronic's success is simple: its commitment to sound international communication - a philosophy that has earned praise from the Regional Language Network North East.

Zytronic began life in Middlesex manufacturing gas mask lenses during the war and relocated to the North after hostilities. It produced just two main products: gas masks for what was then Yugoslavia, and lenses for respirators for the British Army.

Bill Moodie explains how the company had to expand to survive: "The UK alone would never have sustained this company, so we have always looked to exports, starting in Europe and the States.

"We have always had the philosophy that it's been a bit arrogant on our part to expect everyone to speak English. It's out of respect for our customers that we make the effort."

And the company practises its philosophy. Zytronic's sales force is fluent in German and French and the company has a comprehensive range of sales literature and other material in a variety of languages. So pleased is Zytronic with the results, that it is not stopping there and plans are now being made to translate the website into new languages.

Mr Moodie knows exactly what the success is down to: "I certainly don't think we would have got so far without that commitment," says Mr Moodie. "English is the technical language in our field, but you miss the nuances and knowing other languages opens a lot more doors - people you talk to are a lot more relaxed and it helps the customer, and helps our business.

"We have always been great believers in developing these skills and it makes me ashamed to visit companies abroad and find that everybody from the receptionist upwards speaks English."

Current success stories for the AIM-listed company include toughened and laminated anti-vandal glass screens for cash machines, kiosks and information terminals - a niche market in which it has only about half a dozen competitors. With some of the world's leading manufacturers of telling machines - in the USA, the Far East and Brazil - among his customers, Bill Moodie says continual product innovation helps Zytronic keep ahead of the game, a philosophy that has resulted in the successful development and manufacture of a unique, robust laminated glass touchscreen now being exported all over the world.

Zélie Guérin, of the Regional Language Network, comments: "Zytronic has risen to the challenges posed by international communication and has found there are financial benefits for companies that invest in improvement."