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RU Connected: Providing Top Quality Cables Direct to Consumers

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Ruben Coppenhagen, RU Connected

Ruben Coppenhagen, founder of RU Connected tells us about high-quality connection cables. 

First of all, how are you and your family doing in these COVID-19 times?

Ruben Coppenhagen: I and my family are doing well, fortunately. Personally, I have not been affected that much by the pandemic.

Tell us about you, your career, and how you founded RU Connected.

Ruben Coppenhagen: I started RU connected as a side job when I was still a student. At the time in the home cinema and hi-fi scene, cable brands were targeting the high-end of the market or the low-end, but nothing in the middle. Furthermore, they were all selling via retail or general e-commerce stores. By starting a direct-to-consumer brand we were able to give people access to the quality of the high-end products, for a way lower price. Which was a huge gap in the market.

How does RU Connected innovate?

Ruben Coppenhagen: Since we’re relatively small and only focus on a select amount of products we can adapt quickly. For most of our competitors, HDMI cables for example are a side product, which doesn’t get their full attention. Plus since they sell via retailers they don’t often talk to their end-users. We’re in touch daily with our customers and therefore we can see trends in customers’ needs quickly. Which we then use to improve our product offering. Both in terms of service and to help the customer pick the best product for their needs. As in improving our products and increasing our product range.

How does the coronavirus pandemic affect your business finances?

Ruben Coppenhagen: Even before the pandemic RU connected was built around location independent working. So we didn’t need to adapt much at all. The need for our products has only increased with people spending more time at home.

The main downside is that since traveling isn’t possible we can’t meet our suppliers in person anymore. The relationships we’ve built over the years with them however help us overcome this.

How did your customer relationship management evolve? Do you use any specific tools to be efficient?

Ruben Coppenhagen: Most of the contact with customers goes via e-mail or a contact form on the website. These all get transformed into tickets in Help Scout. Which makes it easy to get an overview, rapidly help customers and make sure that each question goes to the inbox of the right team member.

Did you benefit from any government grants, and did that help keep your business afloat?

Ruben Coppenhagen: The Netherlands does have government grants for companies that are hit financially by the pandemic. Fortunately, we don’t need them to keep the business afloat. So we haven’t applied to any of them.

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