In the fiercely competitive international market for marketing software tools and database services, a New Zealand company is standing out from the crowd with its unique commitment “to enlighten through simplicity, not cloud with complexity.“ The simple approach is working for Information Tools. Established in 1989, the company’s software and services are today used in over 1000 sites in more than 100 countries.
Even in such technical lines as engineering, about 15% of one's financial sucess is due to one's technical knowledge and about 85% is due to skill in human engineering, to personality and the ability to lead people 
In the fiercely competitive international market for marketing software tools and database services, a New Zealand company is standing out from the crowd with its unique commitment “to enlighten through simplicity, not cloud with complexity.“ The simple approach is working for Information Tools. Established in 1989, the company’s software and services are today used in over 1000 sites in more than 100 countries.
Managing Director Ron Stroeven credits the firm’s success to three factors – a constant focus on innovation, valuing staff and their ideas and creating an environment where people want to work. “Our challenge is to ensure that everyone in the company is able to contribute their idea. By focussing on our people, we encourage innovation to flourish,” he says.
Now one of New Zealand’s top 100 exporters, Information Tools has created two flagship software programmes – HARMONI and ESPRI. Each helps companies extract the maximum value out of their marketing data by digging beneath the top-line results to more detailed – and potentially more useful – information.
“Both programmes were world firsts,” says Ron, “but to maintain such cutting edge product design and development requires the company to focus on hiring, training and retaining great staff. Since it takes at least a six month investment to get new recruits up to speed, it is vital we do everything we can to retain staff.”
He believes the most effective way to do this is simply to create a great place to work. Information Tools has been ranked one of the best places to work in the country and work hard to foster an inclusive and supportive environment. “There are no hierarchies here. It’s a very flat structure and we work in open plan offices on the same computers,” Ron says.
“The 85 staff are all members of one team and we constantly network with each to share knowledge and build our collective intelligence. We seek to create productive, high-performing and creative teams with senior members being mentors rather than managers,” he says.
Staff are also given the opportunity to fulfill their own personal career and life goals. “We don’t want people to think of Information Tools as a stepping stone to better things. We want to make them feel valued so they become committed to the company. That is why we offer flexibility so staff can structure their work day around family or study commitments. Our investment in being family friendly and culturally diverse pays off because people develop a personal interest in the company,” Ron says.
The staff also have a financial interest in the company through an incentive scheme length based on service and team revenue. These incentives can represent a substantial boost to base salaries which has proved to be very effective at encouraging performance and developing a strong sense of worth. There is also a staff shareholding scheme.
“This win-win approach has proved to be a highly effective means of creating prosperity for clients, the company and employees. We have been growing at between 20% and 30% a year since we started. If the company is successful, everybody benefits,” says Ron.
The entire company is set up to be a learning environment. “No one has a monopoly on good ideas. Many of best learning experiences happen outside of formal meetings. New ideas can pop up in a casual exchange over coffee. We need to ensure there is open communication and that we capture and use the ideas and skills of all our people. This involves a commitment to continually helping people learn and increase their skills” Ron says.
We need our people to ensure the company remains creative in everything we do,” says Ron. “Our strategy is to be different and provide unique products and services. We want to stand out from our competitors. Our workplace practices and structure encourage innovation and open communication. We take every opportunity to learn.”
The bottom line is that Information Tools is successful at retaining staff at a time where many firms in the same field are struggling. “Everyone wants to be interested in their work, be motivated to succeed and feel valued for their contribution. We try to provide that through flexible employment practices and formal incentives. Even in a globally competitive market like ours, it works,” he says.
Working with major multinational companies, strategic planning groups, universities, financial institutions, government agencies, media outlets, consultants and market research agencies around the world presents daily challenges.
“Information Tools provides cutting-edge, world class export products to a demanding international market. However, we never lose sight of the fact that the staff are our biggest asset. We simply have to look after them,” he says.
