from that,” he says. “What we’re trying
something different to any customer in
to do is to get the platform to learn and
any industry.”
to come up with the best solution that
Another example of this saw a
it thinks is right, coupled with a human
customer request that Maistro connect
being in that loop, advising the
them with suppliers connected to sonic
customer and thinking logically about
branding, the practice of using auditory
how that could possibly work. Using
elements to brand a product or service.
those two things together to give the
This was an area that even Cook himself
customer the best solution.”
admits to having a limited understand-
Maistro works with customers in
ing of and this required Maistro to
a wide variety of industry sectors and
approach this particular request a little
this provides the company with a broad
differently. “What we do a lot of the time
picture as to what different industry
is help bring the suppliers to customers
players demand and what the key
that can educate them and help them
drivers behind that demand are. Cook
make their companies more effective
points to a tobacco company, one of
and, in the process, we learn as well,”
Maistro’s biggest customers, that
he says. “There’s no substitute for
has a footprint spanning 12 countries.
making sure that we are keeping ahead
In Europe, the company’s focus is
of the game by doing research our-
centred around innovation while in Asia
selves. We don’t simply react, we are
its cost. Through this one customer
proactive.”
Maistro has a view of the intricacies
This proactive approach has seen
of multiple markets. “They are looking
Maistro recognised on a global scale,
to move from tobacco to reduced risk
not only by current and future custom-
products and that’s a massive change
ers but also by the Chartered Institute
for their business,” he says. “What they
of Procurement & Supply (CIPS). In
need then is speed and innovation
late 2018, CIPS announced that
across their supplier base. How quickly
Maistro had become the latest CIPS
can we find them a supplier to match
Knowledge Partner. As a knowledge
that changing focus? Maistro looks for
partner, Maistro will work with CIPS
innovative suppliers that can offer
and its global members to address the
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