Construction World January 2019

A CORE FOCUS AND strategic imperative To stay at the top, leading original equipment manufacturers (OEMs) are always innovating. However, the road to continued innovation starts with R&D. For Hydraform, a pioneer and leader in alternative building technology, the ability to innovate and adapt to its customers’ requirements is strategic.

I n a rapidly-changing and fiercely-competitive world, leading manufacturers are firm about what they plan to accomplish. The most successful businesses are always innovating. They are always finding new ways to build up their competitive advantages. However, research and development (R&D) is core to boosting the vision and objectives of a business, so companies such as Hydraform, a leader in Alternative Building Technology, are never reluctant when it comes to their R&D capabilities. Speaking on the significance of this crucial arm of the business, Nazlie Dickson, MD of Hydraform SA, reasons that by investing in R&D, the company is able to deliver quality consistently, as well as developing long-standing valued relationships. “We are leaders in Alternative Building Technology. We pioneered, developed and marketed the interlocking soil-cement technology some 30 years ago. Since then we have continued to keep R&D as a core focus and strategic imperative,” states Dickson. Customers forget to consider the values and core competencies of the brands and products they choose. Purchasing from a company that values their customer and delivers products that are not only fit for purpose but more importantly invest in quality mean they are there to support you well into the future. “Don’t buy cheap products, the gains are short lived and costs too many of our clients their success,” says Dickson. Voice of customer Customer feedback plays a significant role in any R&D process. For solutions-based and customer-centric companies such as Hydraform, the ‘Voice of the Customer’ (VoC) has become a strategic asset in the R&D and innovation processes. VoC translates into faster customer resolutions and improvements in customer experience. “We value customer feedback and experience. We pay attention to all types of feedback – whether it’s a direct comment, social media engagement or even through our trainers in the field,” explains Dickson. Speaking about the duration of the R&D process before it results into a product, Dickson says, depending on the product and the complexity, some things can come through in a matter of weeks while other products, improvements or innovations can take up to a year to be ready. Matters of importance R&D efforts don’t come cheap, the costs are significant. Therefore, it’s always

Hydraform technical trainer Lazarus Moloi (in the centre) in Africa assisting with machine setup.

machine designs directly impact the customers’ experience and sadly their success,” reasons Dickson. “Customers forget to consider the values and core competencies of the brands and products they chose. Purchasing from a company that values their customer and delivers products that are not only fit for purpose, but more importantly invest in quality, means that they are there to support you into the future. Don’t buy cheap products, the gains are short lived and costs too many of our clients their success,” she says. However, Dickson believes that it’s not only copiers to watch, but also innovative techniques and processes that can be implemented on Hydraform’s products to improve quality, efficiency and effectiveness in production. “We also watch industry trends, like changing building codes, practices and norms. Walls are getting thinner, structures are getting taller and space is at a premium on many sites, so developing products that are fit for purpose is key,” she says. In conclusion, Dickson says successful businesses are often born out of a passion. “Hydraform has been passionate about soil-cement technology for 30 years, but it wasn’t only that passion that excited us – seeing how we could make a difference and revolutionise an entire industry excited us even more,” concludes Dickson. 

frustrating that successful inventions can be copied for much less investment than the cost of the first company’s R&D. There are some companies that are there to follow the well-trodden paths, driven copying and implementing at scale technologies developed elsewhere. “Chinese copiers have both frustrated and motivated us. Copying a machine is easy but most of these copiers don’t actually understand the technology. They don’t understand soil-cement reactions, construction or even the business of blockmaking, so their shortcomings in

Hydraform has been passionate about soil-cement technology for 30 years.

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CONSTRUCTION WORLD JANUARY 2019