How Honoring Industry Relationships and Keeping Ahead of Trends is a Winning Combination

with William Watson of Coordinated Resources, Inc.

At CRI collaboration between multiple team members across a variety of departments is key. Here, a technical designer and a corporate account manager go over a floor plan..

When it comes to making furniture selections for a new office space, Coordinated Resources, Inc. (CRI) has increasingly become the vendor of choice for corporate relocations in the San Francisco area. As a top contract furniture business in the San Francisco area, CRI works with leading corporations to furnish new office locations. Through its focus on premier customer service and expertise, CRI is well on its way to achieving the impossible: taking the stress out of furniture outfitting for business moves. “Our goal is to make the furniture-placement process as easy and convenient as possible for our clients,” explains William Watson, president and owner of CRI. Profile chats with Watson about the corporate tactics that have enabled his firm to win high acclaim.

1.  Focus on the Basics

“It is so easy for a corporate move to become complicated,” Watson says. “However, we help prevent such issues by sticking to the basics.” This means that CRI follows a proven operational process that begins with a thorough review of the office floor plan, which is typically provided by the client’s interior designers, as well as the client’s furniture needs. Watson’s firm then develops a strict timeline that includes a walk through the physical location followed by product selection, ordering, placement, and billing. In the event of unforeseen concerns, “we also have the built-in flexibility to problem solve,” Watson says. In this way, CRI has established a strong track record that has consistently enabled it to have furniture ready and waiting for clients the moment they open the doors to their new location.

2. Understand and Meet Project Goals

With each move, CRI strives to match interior architecture with furniture that is best adapted to the environment. “For instance, when it comes to interior spaces, choosing lighting that is most suited to workflow is vitally important,” Watson says. “The same holds true for electrical, technological, and other realities—selecting furniture that is in harmony with office surroundings is essential.”

3. Focus on Product Quality

Despite the digital age we live in, CRI salespeople still keep old-fashioned fabric swatches in the office of all the different product lines the company carries to show clients.

“We regularly strive to offer the best in quality furniture selections for clients,” Watson says. For instance, as a certified Herman Miller dealer, CRI features top-of-the-line products—from workstations to desks, tables, and storage units. The use of Herman Miller ergonomically designed chairs further exemplifies CRI’s commitment to the highest standards in the business when it comes to furniture placement and design.

4. Recruit and Retain the Best

“We’re known for hiring—and keeping—good people,” says Watson. “We strive to create a positive team environment where all of us are dedicated to working and helping each other.” It’s one of the reasons why CRI was named one of the best places to work in 2011 by the San Francisco Business Times.

Most of CRI’s staff has been with the firm for 18 or 20 years, with each having a demonstrated ability to work effectively and efficiently. “Just as important, they are very good at listening to clients,” Watson says. “They can quickly key in on what needs to be done to facilitate the best possible project results.”

5. Emphasize Relationships

“San Francisco is known as the birthplace of interior design,” Watson says. “So, the fact that we have strong ties to the architectural and design community within this city is a huge plus—both for us and our clients.” Consequently, if a client seeks a certain fabric, wood grain, or texture, chances are very good that CRI has the resources readily available to obtain what they want and when they want it.

6. Always Strive for Perfection

“We remind ourselves not to take our favorable press too much to heart,” Watson says. “Instead, by recognizing that there is always room for improvement, we remain focused on the most important aspects of our business operations such as customer service and quality. For this reason, we make it a point to constantly reach even further for that elusive standard of excellence.”