That IT Word | In The Media

That

Word

Carolyn Kruger's
business has traced a
steady growth curve
since 1984 when she
decided to "promote,
not just depend on word
of mouth". She is the
driving force behind
Melbourne IT Solutions
which began in 1986 on
foundations laid some
years before when a company employing her went into receivership.

By Keith Platt

Using the driving analogy is no cheap pun, as it also refers to Kruger's love of cars, especially Nissan Skylines for which she formed and heads a club.
"Petrol is in my veins," she says. Kruger has five Skylines, including one that has a pedigree dating back to Bathurst 1986 and which is still being driven around the racetrack. She says making the right staff choices is a key to success in business as much as making sure whoever is behind the wheel of her racing Skyline is an expert. The evolution of Melbourne IT Solutions closely follows the dawning of the age of computers and their accessibility to small business and the home.
After the failure of her earlier employer Kruger continued “doing data entry”, employing a few extra staff along the way.
“People began to ask more about computers, so I morphed into that part of the business.” Since then it seems there may be no end to the services listed by Melbourne IT Solutions.

“We offer everything in computers from supplying and installing the machines and their software to printer cartridges and running preventative maintenance contracts,” Kruger says while standing in her Carrum Downs office. The office – a module built inside a factory in Silkwood Rise – is home to 12 staff, including technicians and a customer help line. The technicians work on a variety of electrical equipment, including laptops, computer hard drives, televisions and car radio systems. They are carrying out repairs and readying equipment for installation. The rate of expansion has been so great that Kruger has split the business in two: one part concentrating on computing and the other dealing with audio visual.

“Three years ago I bought the assets of two audio visual repair companies. They were doing warranty repairs for TV’s and electrical goods and its been very lucrative.”
Audiovision Electronics and Melbourne IT Solutions now run side by side and “compliment each other”.
The secret to succeeding in each area is “hiring the right people”.
We’re not retail, and although they’re not our core business, customers can come in to buy a TV,” Kruger says. Melbourne IT Solutions also sells factory seconds on a wide range of products.

A Mainstay of the audio visual side of the business is repairs and customer after sales service for national clients including Target, Repco, Jensen car audio and Thomson Audio Visual. Customers of those two brands who need help finding themselves speaking with someone in Carrum Downs rather than an offshore call centre.
Kruger cheerfully volunteers the service is “not the cheapest”, but believes it has saved her clients much more than it costs.
She realised that foreign-based call centres (the services of which have become the currency of comedians) are not popular with the public. “We fix problems for customers of Target and Repco – we’re their consumer help line – and as such have carved out a niche for our business.”
“It was clever of those companies to realise that Asian-Based call centres are a real problem.”

“If customers don’t have a good after sales experience, they won’t buy from you again. It’s all about after sales service.”
“We do it right and have very good technicians who are able to make sure what we repair doesn’t come back.”
Melbourne IT Solutions has changed premises four times in the past five years, each time gaining more space to keep up with its growing needs.
The warehouse section of the new Carrum Downs factory is fitted with shelving stacked with electronic goods.Space has been left to house entire containers.
Kruger runs to a five-year plan aimed at achieving a $10 Million a year turnover and to be recognised “as a dominant IT provider”.
The choice of business name – Melbourne IT Solutions – is seen as one that “stands out as being professional, one that attracts business”.

This Article appeared in the Business Times - August 2010
Story & Images by Keith Platt