CEO MONTHLY / Global CEO Excellence Awards 2022 19 the best customer service include knowledge of its own practices, categories, and products, meaning that its staff can guide the customer towards the correct product for them, as well as give them tips on how to use them to the greatest effect. Therefore, its staff have become well known for being incredibly well clued in when it comes to the wider industry, the products, and the processes. Each of them live by Wilfa AS’s values of helpfulness, reliability, robust nature, and constant improvement, and have a deep dedication to each other as a team, as well as the end consumers and retail clients that they serve on a daily basis. Crucially, the most important thing for Wilfa AS is that it doesn’t walk away from its commitments, and with exemplary CEO Morten Hoff at the helm, it has developed a solid bedrock of knowledge upon which its future can be built. Morten took on a role within the company right out of Norwegian business school and University of Trier. Starting from controller level, he worked his way up to CEO through hard work, commitment, and diligence, getting to know every aspect of the business intimately so that by the time he took up a leadership role, his holistic experience in the company was second to none. Despite challenges and stressors that came his way, he has been able to set up a new management group that discusses potential and risk management prior to projects, and values everyone’s voice in the proceedings. Thus, Morten’s management strategy has become renowned for the processes therein, that allow every person to be heard and every variable to be considered. His reputation is one of reliability, hard work, attention to detail, and compliance with clear targets that are defined from the outset. As a businessman, he understands the importance of transparency when it comes to cost and market potential, as well as creating realistic business models that help him and his team to withstand challenges such as the current tumult in shipping and material procurement. Moreover, due to the measures he has put in place, he is confident that these struggles will not last forever, and that with the changing consumer value change, it will continue to remain highly relevant as an adaptive and reliable company that has built itself up from nothing. With the standards of a big company and the flexibility of a smaller, bespoke firm, it is more than ready for the challenges and opportunities that the coming years will bring, with Morten embracing his role as the driving factor behind this with open arms. Company: Wilfa AS Contact: Morten Hoff Website: www.wilfa.com
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