Rational strengthens UK team as it focuses on lifecycle support strategy

Rational UK has appointed Adam Knights as marketing director and one of his first tasks will be to develop the company’s customer support strategy.

He was previously internal sales director with the company and a key aspect of the new role will be to develop ‘customer lifecycle management’ – in other words, support for the customer throughout the life of their Rational appliance. 

“The demands that caterers put on their prime cooking appliances are changing all the time as new food ideas, cuisines and trends are developed,” says Knights.  “

This is where multifunctional equipment, such as our SelfCookingCenter and VarioCookingCenter, scores so highly – because it can adapt. At the same time, Rational products are built to last for many years, and we want to ensure that customers have the opportunity to maximise their investment’s potential for all that time – hence the move to develop lifecycle support.”

Key to the development of the lifecycle support will be working with Rational dealers and business partners, with whom Knights already has excellent relations.

“I know I can count on the support of colleagues from both inside and outside the company,” he says.  “I’m looking forward to getting my teeth into this challenging role.”

Simon Lohse, managing director of Rational UK, is delighted that Knights has taken on the new role.

He said: “Adam is a leader and an innovator who has the ability not only to initiate concepts, but also effectively manage their introduction and development in the company. Rational is developing the lifecycle support idea globally – it’s a core strategy for the company.”

Knights will also be responsible for all aspects of marketing communication, from social media to exhibition and event management, as well as overseeing campaigns and product launches. He is currently completing a Chartered Institute of Marketing diploma.

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