‘It’s all about innovation and market-leading service’

Innovation makes all the difference when it comes to SMME success, says Chrissie du Barry, executive member of ShipShape Software. “Innovation is a primary challenge to SMME survival,” she told FTW. “We have, for example, found an attractive market, but I am very aware that competitors are always looking to take a share. In response, my business keeps up to date on everything to do with the clearing and forwarding industry. We are in a constant state of development to keep ShipShape Software ahead of the competitors. I would rather make sure the competition is scrambling to keep up with ShipShape than put down roots in a static position and defend that position.” It is therefore important that SMMEs strive to be innovative all the time in an effort to keep themselves one step ahead of the pack. Established in 1987, ShipShape Software has been servicing the freight industry for the past 24 years. “I drive continuous improvement and a superior service offering tailored around our customers’ needs. I do this by ensuring I attract and keep talented individuals in my business. This ultimately ensures a market-leading level of service, which leads to a superior customer experience. This experience ultimately guarantees customer retention, resulting in a profitable return to the business,” says Du Barry. Innovation, she says, has been one of the prime reasons why the company has survived and thrived in the past quarter century in the South African market place. “I survived because I adopted a longterm customer-orientated strategy and I understood that repeat business depended on customer loyalty. I also capitalise on the creativity of my people. Price is not the only point of difference in my product offering; service is a big part of it and I actively promote this competitive advantage.”