Motivated staff, customer focus help drive Cablelogic

DURING the past four years, Cablelogic has grown from a small installation and service company into a mid-tier electrical, communications and renewable energy company serving commercial and industrial customers across the state.

The Bayswater-based outfit started in 1995 in the family home of joint managing directors, Brett and Pip Easton.

The couple had big dreams of taking an innovative approach to their electrical contracting work, and of growing beyond Australia's borders.

After 10 years of operations the company had grown substantially, achieving an annual turnover of more than $4.5 million with 25 employees.

At that stage, in 2006, the company provided industry support in the form of electrical, data cabling, fibre optics, wireless and satellite services.

More recently, Renewablelogic was created as a division of Cablelogic to provide solar power systems, wind generation and energy management consultancy to metropolitan domestic, commercial, industrial clients and remote community locations where no actual power grid exists.

This new division came to life after Mr Easton completed a diploma in renewable energy at Tafe in 2003 with the intention of bringing this into the business in some form.

In 2007, the directors recruited a renewable energy manager to start the new division.

In only 18 months, Renewablelogic has grown to 12 staff with an estimated turnover of $4.2 million in its first full financial year, leading to the acquisition of additional office and warehouse premises adjacent to its existing base.

Currently, Cablelogic is turning over more than $12 million a year and forecasts indicate a 50 per cent growth by the end of this financial year, to about $18 million.

Customer service has always been a primary focus for the organisation and its 60-plus staff in reaching these achievements.

And Mr Easton believes it's his employees' work ethic and loyalty to Cablelogic customers and the company that has led to this success.

Staff motivation is paramount for maintaining these workload and loyalty levels so staff outings of golf, fishing or even cricket games are a regular occurrence.

Meanwhile, the company is currently reviewing a regional branch in north Queensland, identified as another area not adequately serviced, much like it did when setting up its branch in the north-west of WA in 2004.