JUNE 2014
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as top priority. Eventually they
move on for whatever rea-
sons, but you want them to
always think positively about
their achievements, so that’s
why we decided to change
the way we do things.”
Some of the most profit-
able companies in Canada
have often taken decades to
make this modern manage-
rial step forward by recog-
nizing the problems in the
structure of leadership, then
establishing and implement-
ing policy procedures accord-
ingly. Metalcare has managed
to do it in less than 10 years.
The company’s management
style has indeed changed and
improved with the goal of
enhancing people emotional
well being that will lead to
greater productivity, custom-
er satisfaction, and referral.
Azmi says that the goal has
always been to maintain rapid
growth for the company in a
competitivemarket and to be-
come the most favoured em-
ployer and solutions provider
in the industry. “Clients do
not hesitate to recommend
our services,” he added.
According to Azmi, client
referral is key in a market-
place where competitors may
all provide the same level of
services, but not necessar-
ily the same value of service.
This means demonstrating an
understanding of the client’s
needs in order to provide
them with a better quality of
service that stands out from
the competition.
“It is the understanding of
how we communicate with
the clients, and how con-
cerned or compassionate we
are in dealing with the clients,
that is the key to what we are
in terms of being competitive
in the industry. You might be
providing the same services,
but it comes down to what
kind of value you attract for
the client for them to say, ‘Yes
I’m going for you! You’re go-
ing to be my preferred ven-
dor.’ It’s about the culture we
develop within the company,”
said Azmi.
Against the backdrop of its
current pace of rapid growth
and success catering to the
oil sands industry in Alberta,
Metalcare remains focused
on the future of expansion
into the international mar-
kets.
“Our long-term goal is to
be the leader in the service in-
dustry, not just locally, but in-
ternationally. It’s a long road
ahead, but one that is achiev-
able because we are already
moving in the right direction,”
Azmi concluded.
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