H.M. Royal: Focus on Service and Family Values Yields Customer Loyalty

In 1925, H.M. Royal started a business in Trenton, New Jersey, supplying compounding raw materials to the local rubber industry. Since that auspicious beginning, the company has expanded to a nationwide company that represents suppliers from around the globe. They now supply materials for customers in the rubber, adhesives, sealants, plastics, and protective coatings industries throughout North America. While their products and services may have changed, their mission throughout those 90 years has never wavered: to consistently meet and exceed customers' needs and expectations.

Everyone in the organization recognizes that sales and service are primary; that's their mission. After all, H.M. Royal contracts with manufacturers of materials and signs up to be extensions of their sales force. Every associate has a role in that sale, no matter the position or department —whether it's customer service, receiving, shipping, logistics, or quality. And, every interaction counts.

Employees Are Not "Assets"; They're Family

One of their key factors for success has been a focus on family values and treating employees like family. "H.M. Royal is about much more than our products," notes Joseph Royal, current President and grandson of H.M. Royal himself. In fact, Joe and three other third generation family members manage the company with family values in mind. After all, what distinguishes a good company from a great one? Its people. And, organizations that care about their employees and treat them with respect build lasting customer relationships and loyalty.

Terry Smith, Director of Operations, reinforced that mindset and its impact: "Management truly cares about their employees. Employees are not considered ‘assets'; instead, they're thought of as ‘family.' If people have a need or an issue, they know the company is there for them." As a result, they feel a strong connection to the company; a feeling of belonging and contribution. And, according to Terry, "They don't want to leave! In addition, knowing their employer cares about them makes everyone want to perform at the highest level, above and beyond their job's standard requirements."

Remarkably, the average tenure is about 13 years; some have 20+ years. There is even one associate who has been there for 41 years. This longevity and continuity has had a direct impact on the corporate culture as well as the company's continued success.