Accuracy Reliability Affordability

Accuracy Reliability Affordability. Sometimes, what we publish on our website is more than just a slogan. There are certain claims that we make, that we really mean.

Accuracy

Accuracy – as a company, we have been in the measurement industry for a very long time. ATAC has been through many aquisitions, mergers and management buy-outs over the years. We have a family tree of companies, many of whose names are synonymous with accurate measurement.

The names we can mention have a great legacy, but they all have one thing in common. They all strove towards being the most accurate instruments on the market. Names like Hallikainen – an American company who, amongst other things, designed and manufactured medical instruments – which simply had to be accurate. They invented the first first heart-lung bypass machines, which, by its very nature, could not afford to be anything but accurate.

And the same is true today. Our Cone & Plate Viscometer for instance. I recently wrote an article about a white paper that our Technical Director had written. He found that, under ideal laboratory conditions, its precision could be measured to be less than 1% from true value. That is the sort of accuracy our customers strive for.

Reliability

I have the pleasure of measuring the response of our customers to our products. More often than not, that requires sending out customer feedback forms. I also know from my many years in marketing that these forms are a bit of a pain for those busy people on the other end. However, I am always delighted when I get a response.

Fortunately, I am rarely worried by the responses.

Our machines – according to our customers – are amongst the most reliable machines a marketer could wish for. So much so, I have tasked myself with devising a new customer satisfaction survey that will try and evoke answers that are less complimentary.

My last article opened up the prospect of ATAC re-releasing an old favourite – an updated ‘Cloudar’ cloud point analyser. We are hoing to offer both upgrades to existing machines as well as a new model with increased functionality. Many of the machines we have sold are still going, four or five decades after their manufacture. That’s the sort of reliability a marketer like me craves.

Affordability

The last of the magic threesome, but not the least by any measure. Price matters.

And in our industry, we know that the margins that some companies make are eye-watering. From the outset, the famous brands that have built our company’s history, have always sought to be affordable, whilst delivering accuracy and reliability.

Take the NuLine laboratory viscometer, for instance. It matches the market-leader – the Brookfield CAP2000+ – in every conceivable way. Our product offering is every bit as good, and in many ways, it is even better than theirs. And yet, we offer our device at a much more competitive price. We are equally, if not better in terms of accuracy. Our machines are ultra reliable. And yet, we are more affordable than the Brookfield equivalent.