Glazerite: Customer relationships in a digital age

In an era where more and more businesses are relying on AI chatbots and self-service portals, customer service can feel increasingly impersonal. At Glazerite, human connection is said to remain at the core of its customer care, helping the fabricator build stronger, more successful partnerships across the UK window and door sector.

Glazerite supplies PVC-U and aluminium products from its network of manufacturing facilities to customers across the UK. Alongside its scale and product capability, the fabricator has continued to operate a customer service model-centred on direct human contact; an approach that reportedly contrasts with the increasingly automated service structures that many businesses are turning to.

Its philosophy is motivated by a simple principle: that technology should support, rather than replace, relationships.

A dedicated contact

Digital systems are used to streamline ordering and administration, but customers are still able to speak directly with a dedicated contact within the customer service team if, and when, they require any additional support.

“If our customers have an urgent enquiry or need specification help, they don’t want to talk to a screen,” said Rob Brearley, Group Managing Director of Glazerite. “They want to speak to someone who already understands their operation, their deadlines and the pressures they’re working under.

“That’s why every customer has a dedicated point of contact. It saves our customers time, and means conversations can focus on solving the issue, not re-explaining the background.”

Links between teams

This emphasis on accessibility is reflected in the internal structure of the business. Account management, technical support and operations are closely aligned, allowing issues to be identified and addressed earlier in the process.

This approach is supported by a broader operational culture that links production standards directly to customer outcomes.

“Internally, we use the phrase ‘there’s a customer attached to every frame’ a lot,” says Rob. “It’s a reminder that every product we manufacture ultimately affects installers and homeowners further down the chain.

“That’s why, while there is certainly a place for AI and automation, complex jobs and unexpected challenges still need human judgement and flexibility. Experience matters when you’re dealing with real people and real projects.”

That emphasis on experience extends beyond day-to-day customer service. In addition to support from the customer care team, Glazerite customers also have access to expert technical guidance, documentation and wider business resources, including marketing support, website creation and training.

Customer service ‘evolving’

As digital transformation continues across the window and door industry, the role of customer service is evolving. Automation is expected to play an increasing role in routine processes, but many fabricators and installers are still seeking reassurance that knowledgeable support will be available when projects fall outside of standard parameters.

“In our world, people still value a conversation,” Rob concludes. “They want to know that in those critical moments where they really need help, there’s someone ready to listen, understand and act: not a system telling them to submit a ticket.”

For fabricators navigating the balance between efficiency and service, Glazerite’s approach offers a reminder that while technology may change how businesses operate, strong partnerships are still built on human relationships.

For more information visit www.glazeritewindows.co.uk