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Doing business with the heart, interview with our CEO Jonatan Liljedahl

How do we get away from the cliché of "doing business with the heart" because that's what everyone wants to convey, but how do we realize that we actually do business with the heart? The most concrete thing we can do is to let the customer have their say. We have several fine customer cases in the Axelent Group that show long-term relationships that have lasted 10-15 years. I think this says something about what customer relationships mean, and that we have delivered on trust. I think it can also be about sometimes doing that little extra for the customer and offering something unusual in our level of service. In what ways does Wire Tray work to convey that message? We put a lot of emphasis on flexibility and personal contact. By sticking to wire trays, we can have a greater breadth in our portfolio unlike competitors who have many more product categories and therefore also narrow their range. Instead, we can keep some more "odd products" where we have the customer completely in focus, so that they know that they can turn to us to get access to the more unusual products as well. How does the Axelent Group work as a relationship builder? We often refer to the Axelent group in customer dialogues. The Axelent brand is strong and well established. Depending on the customer's previous experience with us, they may recognize one of the companies in the group. At fairs, for example, we highlight the "Axelent" brand, so our connection to the group is used a lot. We get a broader exposure to customers and they also understand what we are part of. Then we can break it down to what we offer. If the customer needs something else that is available within the group, we are more than happy to help the customer find the right thing internally. If we can have that breadth, it is also easier to offer our niche of wire ladders. So the relationship building we have within the Axelent group not only benefits us but also simplifies things for the customer. How do you see the local responsibility we have as a company? Axelent has a great responsibility and there are great advantages in getting involved locally. From a branding point of view, for example in terms of employer branding, we have a major advantage when it comes to recruiting. Many people already know what our brand stands for locally, and that it applies to the entire Axelent group. Then when it comes to the connection with the customer and really doing business with the heart, it is brand-building to get involved locally. If we look at sponsorship, for example for a non-profit organization, sports club or other activities, we are involved in supporting our local community. When we sponsor, it also means that we are contributing to society as a whole. This brings the heart into how we communicate our brand - to have as a starting point to look at how we get as many people as possible to benefit and enjoy it. Many people are supported locally through associations, and this has always been important to Axelent.

We are passionate about building lifelong relationships

We in the Axelent Group consist of several different companies but the basis of what we do is the same; we want to be a lifelong partner who does business with the heart. It could be described as on a journey of life with our customers and partners, and being part of that journey is what we are passionate about.