Seven years ago, David Sonigo took a small step in hiring a top graphic arts firm to develop a new logo, consistent design and a matching uniform for his crews at Sonigo International in Israel. He wanted his operation to look as good as he was going to make it.
At the same time, he invested a small fortune in top of the line computers, servers, a network and a “cool” web site. With this infrastructure in place, he concentrated on training, improving packing materials and developing a product that would compete with the best in the world.
All this with the aim of joining FIDI. As many readers know, this process was a two year adventure ending with a score in the high 90s and four years (!!) until the next “in person” audit.
Like any good businessman, David Sonigo searched for new business opportunities and continued to look for ways to use the internet for its marketing opportunities. Buying leads was one investment that led him to understand the importance of being at the top of Search Engine pages.
Since all is not necessarily smooth on the cutting edge…Sonigo learned the hard way when they developed an all new web site. Four years ago noone knew to specify “Search Engine Optimization”, so the new web site was built with “frames” which Google and other search engines cannot read! It took two more attempts until the current web site was completed; and now www.Sonigo.com consistently shows up on the first page of searches for Shipping To and From Israel and other important search expressions.
Spearheaded by Joe Semel, Sonigo Sales Manager, handheld survey PDAs were introduced about three years ago and at the recent IAM convention new, upgraded PDAs were purchased for all sales people. The new PDAs integrate pictures into the surveys. No longer will the packing crew arrive with a crate and not be able to identify the right picture. They have a photograph of the item to be crated together with the crate.
The surveyor will often photograph access issues and preferred parking spots to help the crew save time and effort. All damage (scratches, chips, etc) is photographed during the survey and is an integral part of the survey report. Insurance claims are also down as a result.
The crew arrives with a special “rugged” PDA on which they prepare the packing list. Since many of the crew do not have perfect English (most are new immigrants from Russia), they can prepare the packing list in Russian and it prints out (via wireless printer, of course!) in English, French, Hebrew or even Finish.
The client signs on the PDA (just like Fedex) and his or her signature is part of the file (remember when it was called Inventory or Packing List – back in ancient times?) sent via wireless signals back to the office before the crew even leaves the residence!
To insure all goods are loaded, the crews’ PDA includes a bar code scanner. Every box or package is scanned before loading – creating a computerized bingo. For US State Department and military moves, which are loaded in lift vans, the scanner prepares a bingo by lift van…automatically!
Loose shipments brought back to the warehouse are scanned upon arrival and scanned when loaded into the container. Again computerized bingos guarantee no lost boxes. (The author recognizes, in our perfect world, there is no such thing as a lost box….)
David Sonigo believes his early adoption of the moving industry’s latest technology will help Sonigo do a better job and help Sonigo grow.
According to Sonigo. “I have not figured out how to make Facebook and Twitter work for us, but I am sure there is an angle. At the same time, I am closely watching RFID development for our industry. This is clearly going to be the next big step in our business.”
But machines, computers, PDAs, servers, SEO, etc etc are all tools and only tools to help Sonigo’s team take better care of the client. At the end of the day, it is the Sonigo team that interfaces with the client and here, too, investments are made in training.
Seven team members have attend five different FIDI webinars over the winter and the entire team, including packers and warehouse men are attending a 4 part “Excellence in Service” program custom designed by a professor of Tel Aviv University.
According to David Sonigo, “Machines and computers may be very important to our success, but people are critical to our success.
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