Information-technology solutions providers can easily get lost in a maze of technical jargon, but that’s the last thing Marco Liquori wants to throw at customers. Instead, the technicians at his 13-year-old company, NetLogix, are trained to communicate clearly with clients about their network needs — and then meet those needs, in the background, so businesses can focus on growth, not computer issues. A recent customer-satisfaction report suggests the Westfield-based firm is doing something right.
When Marco Liquori talks about how his IT company, NetLogix, sets itself apart, he doesn’t go right into technical jargon. In fact, he tries to avoid it.
“We have some business savvy; we’re a small business ourselves,” he told BusinessWest. “We take that knowledge to our clients, and, when we do talk to them, it’s not geek-speak, but business recommendations in plain English.”
That’s actually one of the points on a list he’s prepared called “10 Things We Do Better.” Some of them — delving into areas like network security, budgeting for IT services, and the difference between proactive maintenance and reactive response — get into the nitty-gritty of NetLogix’s services, but many are common-sense goals that wouldn’t be out of place in companies in myriad industries.
Take phone calls, for instance. “We answer our phones live and respond quickly,” he said, noting that callers will always get a human being, not a recording or voice mail, and those calls are followed up by a technician within the hour — actually, the average is 12 minutes.
Those touches are part of the reason why a third-party monitoring system, SmileBack, which tracks customer satisfaction for companies, reported that NetLogix scored a 99.4% favorable rating from clients in 2016 — the highest customer-satisfaction score it recorded last year.
“That’s unheard-of in our industry; our competitors are unable to say that,” Liquori said. But it’s not a surprise, he added; it’s a goal the company works toward. “Our techs are incentivized to get high satisfaction scores; they’re compensated not on billable hours, but on efficiency and customer satisfaction.”
Of course, part of achieving high satisfaction scores is actually getting the job done, and this is where a shift in the company’s strategy several years ago has paid dividends and grown the Westfield-based firm — which Liquori describes as a network-management, cloud, and systems-technology integrator providing end-to-end solutions for clients — to a 12-employee operation, and why his plans to keep expanding the company look promising indeed.
Liquori had worked for several other computer and IT companies — “value-added resellers was what we called them back in the day” — but business wasn’t great in the years following the dot-com bust. In 2004, the firm he was working for decided to take his business in a different direction, focusing more on application development. In the transition, Liquori decided to set out on his own — even in that tough economic climate.
“I was on my own for a year, but we grew, slowly and steadily, and we’ve been growing ever since,” he told BusinessWest. “We were originally a break-fix service — when people had issues, they would call us, and we’d go out and fix them.”
During that time, he was developing a book of business focusing on a handful of industries in which NetLogix still specializes today, including insurance agencies, law firms, medical and dental practices, and professional services like accounting firms. But the business model needed tweaking.
We try to understand each client’s business need for technology and address it. We help them overcome challenges they may have with some new technology or new processes.”
“It was a more reactive model. As an issue occurred, we’d go out and fix the problem, and we’d bill for the time we worked,” he explained. “Over the past few years, we transitioned to a managed-services model that’s more proactive in nature. We’re constantly monitoring every system out there for our clients.”
That encompases everything from preventing cyberattacks and monitoring for malicious activity to installing Windows and third-party application updates to managing firewalls and developing disaster-recovery strategies.
“We try to understand each client’s business need for technology and address it,” he said. “We help them overcome challenges they may have with some new technology or new processes.”
Under the old system, the more hours NetLogix’s technicians worked, the more money the company made. But a managed-services model is a win-win for both sides on multiple levels, he explained. “With this, the overall objective is to make IT spending predictable for the client, which helps them them budget accurately. They pay a fee for unlimited support.”
That’s an advantage over many companies that hold fast to a more reactive model, he said, adding that clients like knowing exactly what they’ll be spending — no surprises — and can focus their energies outside the IT realm, on growing the core functions of their business.
In fact, the fixed price, all-inclusive support plan includes a commitment to resolve any issues that arise in an expeditious manner. Since everything is included in one price, Liquori explained, NetLogix is highly motivated to use its time wisely and bring each situation to a successful completion — and clients aren’t nickel-and-dimed just at the time they need the most help.
“Our goal is to resolve issues as quickly as possible, and make sure their computers are back up fully and functioning normally as soon as possible,” he said.
But he kept coming back to the firm’s security-first approach. NetLogix’s first task is to evaluate a client’s network and explain any potential risks and exposures, and recommend adjustments to protect the network and client data — which is of massive importance for companies that store patient records or financial information, for example.
“With our full suite of multi-layered security in place, none of our clients were affected by the WannaCry ransomware attack — or any other ransomware,” Liquori said, referring to last month’s worldwide attack targeting computers running the Microsoft Windows operating system, encrypting data and demanding ransom payments to free it. Within a day of the attack, more than 230,000 computers in 150 countries were affected.
“We keep all our engineers constantly trained in the latest technology that’s out there, and constantly go to security seminars and network-security training events,” he went on. “Security is the biggest thing, and we stay on top of it.”
At the heart of NetLogix’s services, though, is its strategic IT planning. Liquori said he considers himself a strategic partner with clients, listening first and offering solutions second.
“I really enjoy a challenging technical issue and being able to provide a solution that meets a business objective and saves the customer money by improving efficiencies and improving security,” he told BusinessWest. “Customers may be losing sleep over these things. I enjoy the fact that we can take that burden off them so they can focus on their business.”
Liquori said he’s certainly looking to grow beyond 12 employees, and geography isn’t the barrier it used to be in the IT world. “Most of what we do is remote, so we can work in almost any geographic area,” he explained, adding that the firm covers most of the Northeast. But face time is important, too.
“For our managed-services clients, we will engage with them proactively — quarterly or semiannually, depending on the size of the organization. We will sit with the business owner or office manager for strategic IT planning. We’ll talk about areas where they’re weak or vulnerable, get those adjusted and up to speed. It may be making sure they have a backup recovery solution, or a computer may be out of date, so we plan together for updating their computers to help them stay atop the curve.”
And sleep better at night.
Joseph Bednar can be reached at firstname.lastname@example.org