Optical Cable Case Study

How does a company in a highly competitive industry grow 200 fold in fifteen years? Optical Cable does it by supplying durable products then backing them with aggressive customer support. Since its founding in 1983, Optical Cable has become the third largest U.S. supplier of fiber optic cable for "high bandwidth" transmission of data, video, and audio communications. Optical Cable products, honed by years of demanding military installation requirements, are protected with a tight-buffered coating that enables them to withstand extreme conditions and harsh environments: indoors, outdoors, even underwater. As reliable as their products, Optical Cable's sales and support teams lead the industry in delivering responsive customer service. Optical Cable has earned the reputation of "the company to call when you're in trouble." When the Houston Astrodome accidentally sliced a video cable three days before the NBA playoffs, they called Optical Cable. A replacement was rushed to the site and the Astrodome was back up and running, without missing a minute of play.

To continue driving sales, Optical Cable wanted a means of extending their reach to a growing base of international clients. Already 25% of sales, Optical Cable's overseas customers demanded 24 hour access to a reliable, secure sales channel for routine and complex orders. In addition, domestic sales processing needed streamlining to simplify routine order placement and free sales representatives to focus on complex orders and critical projects. Quick to embrace new technology for back office operations, CEO Robert Kopstein was open to using e-Commerce as a solution but not at the expense of lowering service standards.

To ensure flawless migration to the new ordering process, Optical Cable is rolling out their e-Commerce site in controlled stages. In Phase I, on-line purchases are restricted to registered buyers with PO numbers, cable orders can be calibrated in feet or meters, and the prices are adjusted automatically. The system automatically applies the customer's standard and volume discounts. Phase II will add on-line instant credit approval options, opening the channel to non-registered customers making credit card purchases. Phase III will offer multiple language capabilities for customers in Europe, Asia, and South America.