IN PERSON
SCM’s customer-centric priorities In this interview with Yap Shi Quan , Pietro Gheller, director of SCM Wood Division, highlights the main group’s strategies: customer-centric innovations, service excellence and investments in competencies.
Gheller has had a long career history, spanning across B2C to B2B industries. He held strategic consulting positions and roles of managerial responsibility in sales, commercial marketing and the supply chain, working for important commercial organisations and multinationals in Italy and abroad in the fast-moving consumer goods, durable goods and industrial machinery sectors. It was only in 2019 when Gheller began his current career at SCM Group as commercial director of the Wood Division, overseeing the operations of their various markets. In 2022, he was appointed the director of SCM’s Products&Markets, in charge of the different types of technologies that make up the firm’s woodworking division. Now, as the director of the entire division, he is responsible for SCM’s industrial sites and customer care, together with the technology and commercial development departments. “As you can see, in my career, I have been moving progressively from fast-moving consumer goods to durable goods, and finally B2B with SCM Group,” Gheller told Panels & Furniture Asia . “I am very satisfied with this path, because it gave me so much knowledge of understanding customers’ behaviour, the perceptions they have of brands, and so on.” The pivotal difference between B2C and B2B industries, Gheller said, is that the ultimate goal is not only the consumer but the relationship with customer; in B2B industries, the loyalty towards customers, the long-term relationships with them, becomes a lot more important. Customers in B2B industries are more “rational operators”, meaning to say, they evaluate their relationships with their suppliers more carefully. “Today, if we want to engage in a long-term relationship with our customers, we need to look at the lifecycle of not only the machinery, but also the lifecycle of the companies that we work with. And to do that, we are looking more and more into the concept of servitisation. That is the essence of our current business strategy,” said Gheller.
Pietro Gheller, the new director of SCM Wood Division
26 PANELS & FURNITURE ASIA | SEPTEMBER / OCTOBER 2024
Made with FlippingBook flipbook maker