“No two MultiWashers are the same”

As a pro athlete, Carina Robaina is used to big challenges. Now, Somengil’s after-sales manager explains how she helps customers achieve their sustainability goals.

Whenever she has the chance, Carina gears up for what she loves the most: running long distances in breathtaking landscapes. As a pro athlete, she is used to (almost) impossible challenges. At Somengil, her role as after-sales manager is not that different: helping customers achieve sustainability goals that, from the starting line, seem unattainable. In this interview, Carina explains how companies’ priorities are changing, and what the next targets may be.

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“When you see any next-generation equipment working, you don’t forget it. It may be a state-of-the-art car, the latest smartphone or, in my view, the MultiWasher. Performance, design, and simplicity are a sure way to make a great first impression–but that all happens in the dealership, in the showroom, in the store. It is natural that there is an enormous expectation to see how such machines behave in a real-world situation when you set them in motion for the first time.

This is where me and my team come in. The preparation begins when the MultiWasher is still on its way to the customer’s facilities, so we can coordinate the entire process. During the installation, our technician is next to the operators at every step, explaining every detail, so they can feel comfortable with it as fast as possible. But what is more difficult to convey is the potential for continuous improvement–not just what is in front of you, but what is yet to come.

The Multiwasher is a living being – it’s in constant change with new tools and solutions. Most people don’t even realize that no two machines are the same. Each is customized to customer requirements. The technical installation and testing challenges on the ground are enormous. It is essential that everything runs soothly from a technical point of view, but that alone does not suffice – proximity and availability make all the difference.

We know it is at this stage that we establish long-term relationships with customers. But an excellent after-sales process does not end here. The next stage is equally critical, albeit more discreet. At Somengil, we have the tools to make customers autonomous to operate the machine and solve any issue that may come their way. Working with the MultiWasher is a collaborative experience between operator and machine, guided by excellent support, clear instructions and intuitive navigation.

In the future, consumers will be increasingly wary of using too much water, electricity, chemicals, because of its costs and environmental impact–and simply because avoiding waste is a matter of common sense. But in my experience with many different companies, I have seen other trends emerging. The focus on quality, for instance. Hygiene and disinfection are receiving more attention than ever before, as they very well should, even in areas that until just a few years ago were not seen as a priority. It will be one of the many lasting consequences of the pandemic, which made us all rethink the importance of washing. What I always tell customers is what I say to myself on those toughest of Trails–stop looking for excuses, start finding reasons to improve. That’s what we do with the MultiWasher every day.