People Dealing With People: Why Human Connection Still Matters In Hire

Technology has changed how businesses communicate.

Customers can place orders online, manage accounts through portals and use automated tools to complete tasks that once required a phone call. For simple transactions, that convenience can be valuable, but construction, fit-out and building services are rarely simple.

Projects change. Requirements evolve. Equipment needs to arrive at the right place, at the right time and with the right accessories. When something does not go to plan, customers need more than a system that records a request. They need someone who understands the situation, takes responsibility and helps find a way forward.

That belief sits at the heart of HSS: The Hire Service Company’s philosophy of “people dealing with people”.

For Noel Byrne, who has spent 40 years in the hire industry, it is not simply a statement about customer service. It is a commitment to make sure every customer has someone they know, trust and can rely on: “In a world that’s pushing everybody down the self-service route, people still need and appreciate the ability to talk to somebody who can own the situation for them.”

More Than A Transaction

Digital tools can make straightforward processes quicker. Booking a hotel, ordering food or checking an account balance may not require a conversation. Hiring equipment for a complex construction or fit-out project is different.

A customer may know the problem they need to solve without knowing exactly which item, accessory or specification is required. The person placing the order may also be working from an office while the engineer dealing with the issue is on site.

That creates opportunities for details to be lost between the site, the office and the supplier.

“It’s not as simple as going online and just choosing something,” Byrne says. “People often want to know different elements about it. They need advice and help.”

The role of an experienced hire professional is therefore not limited to processing an order. It involves listening, asking the right questions and drawing on practical knowledge to help the customer reach the right outcome.

That support becomes even more important when plans change, or a project faces an unexpected problem.

“Construction is complex, and situations change,” Byrne explains. “People want to talk to somebody they trust, who they know will sort it for them, organise it for them and make sure it happens.”

Giving Every Customer Someone

The principle behind “people dealing with people” is straightforward: customers should never feel lost within the business.

They should have a person they can contact, whether they need to arrange an urgent hire, ask a technical question, resolve an invoice query or discuss a problem with an existing order.

“We want our customers to always have somebody,” says Byrne. “We don’t want them to feel like they’re being bounced around between different people. They should have someone who knows them, understands them and can look after whatever they need.”

That continuity helps create a stronger relationship between THSC and its customers. Instead of explaining the same account, site or issue each time they make contact, customers can speak to someone who already understands how they work.

The same person can support the customer throughout the hire lifecycle, from the initial enquiry and product advice through to delivery, collection and invoicing.

“Rather than having five different people ringing you, you have the same person taking you through that whole experience,” Byrne explains.

For THSC, ownership does not mean that one employee must personally complete every part of the process. It means that someone remains accountable for the customer’s requirement, connects the right people internally and ensures that progress does not become the customer’s responsibility to chase.

Trust Matters Most When Something Goes Wrong

Relationships are valuable when everything is running smoothly. Their real importance often becomes clear when something goes wrong.

A delayed delivery, an unexpected change on site or an urgent equipment requirement can have consequences far beyond the hire itself. Work may stop, deadlines may be affected, and the customer may be under pressure to provide an immediate solution.

At that point, communication matters as much as the practical response.

“When something doesn’t quite go to plan, great communication from our people and finding a way through it works so much better when you have relationships,” Byrne says.

He believes customers often become frustrated when they do not feel that the person handling their query understands the problem or appreciates its impact.

The first step is therefore to listen properly.

“People want to know that you get their problem,” he explains. “If you can show that you understand what has gone wrong and how difficult it is for them, you can work together to put it right.”

That is the experience THSC wants customers to have: the confidence that someone has understood the issue, accepted responsibility and is working towards a solution.

“We want our customers to feel that we have their backs,” Byrne says. “If they’re up against it and something has happened that they need to adapt to, it’s important that the person on the other end of the phone is there for them.”

Technology Supporting People

The philosophy does not mean rejecting technology.

THSC uses systems and digital tools to support its teams, share information and allow customers to work with the same trusted person wherever their projects are located.

A customer working in Manchester one week and Southampton the next should not have to start a new relationship each time. The technology behind the business can give their contact access to the information needed to continue supporting them across locations.

For Byrne, this is where technology delivers the greatest value. It enables better service without becoming a barrier between the customer and the people providing it.

“Technology is brilliant, and we use it to help us do our jobs better and support our customers better,” he says. “But it’s still important to have somebody who can own your need.”

The aim is balance. Routine activities can be made easier through technology, but customers should always be able to reach a knowledgeable person when they need advice, reassurance or action.

Understanding Before Selling

The people-led approach also shapes how THSC builds new customer relationships.

For Byrne, good sales begins with understanding the customer’s work, not presenting a list of products and services. “People too often feel selling is about getting their own agenda across,” he says. “The first thing I want to know is the customer, their world and their need.”

That means looking beyond the immediate enquiry. Why is the equipment needed? What is happening on the project? What pressures is the customer facing? What could make the work easier or reduce the risk of delays?

“When you work with a customer, the question should not be, ‘What can I sell to you?’ It should be, ‘What do you need from me?’”

Taking a genuine interest and providing personal service builds the trust needed for a longer-term relationship. It also allows THSC to become an extension of the customer’s business rather than another supplier operating at a distance.

“If you get it right, it becomes seamless between the customer and the supply chain,” Byrne says. “It takes an army of people pulling together to make these projects happen.”

The People Behind The Promise

As an independent business, THSC has chosen to put human connection at the centre of how it serves customers.

The strategy is delivered by the people throughout the company. They are the people who turn a promise of personal service into the customer’s everyday experience.

“We can have whatever strategy we want, but it’s those people who deliver it,” Byrne explains. “The business is full of people who passionately care.”

After four decades in hire, he has seen products, systems and communication methods evolve. Yet the qualities customers value most have remained consistent: they want someone who listens. Someone who understands. Someone who takes ownership and keeps their word.

At HSS: The Hire Service Company, “people dealing with people” is how the business intends to provide exactly that. To find out more about HSS: The Hire Service Company and speak to your local team, contact us.