Glow-worm has the highest consumer awareness of any boiler brand in the UK. Not surprisingly, brand marketing manager Katie Cope intends it to stay that way, writes Paul Braithwaite
Glow-worm is part of the Vaillant group. But it is, Katie Cope insists, a brand on its own. 'It's British, for a start,' she adds. 'It has a lot of heritage and is a brand we have grown up with.'
But she has no pretentions. It is a boiler brand for the masses but none the worse for that.

It was launched in 1934, which makes it 74 years old. The brand has developed during the past five or six years and now has one of the largest ranges of HE combi boilers in the UK. There is, Katie adds, something for everyone, like the Flexicom, with a direct rear flue which is the only direct flue HE boiler in the country. Or the Ultracom, which has more sophisticated control systems and which is, she adds, ideal for home owners who want a boiler with a little more.

There is also the Betacom, which is a SEDBUK B boiler and ideal for over-the-counter sales for those who want a very simple boiler or who are on a budget. Or, for four- or five-bedroom houses, there is the Ultrapower.

'The Ultrapower is specifically for the developer market.' It is a system store appliance with a built-in cylinder, which is directly heated and provides a high volume of water and consistent flow rates. And a combi support ensures that the hot water never runs out.

'Persimmons is just one of the developers which liked the idea and has used the Ultrapower extensively.' Glow-worm has also just launched a range of intelligent controls which allows the user to focus on getting the best energy efficiency out of the boiler.

And, in November last year the company introduced a solar system. Isn't this a bit late into the market? No, maintains Katie. 'Solar is still an emerging technology. We believe Glow-worm has entered the market when much of the learning has been done. We suspect that now is the time for the market to take off. We have come in when the time is right for a mass market brand.'

Further, she insists, Glow-worm has robust solid products using robust proven technology - and industry-leading training. Again, Glow-worm cannot afford to get it wrong and just give its systems to anyone who fancies a bit of solar installation. It has its reputation to consider.
The company offers three courses in solar.

First, there is a basic solar awareness course which is targeted at merchants, installers and specifiers who want an understanding of solar, what it is, how it affects the business etc.

Then there is a BPEC course for installers, which runs for two days, and at the end of which is an exam. A pass means that the installer is able to install solar. 'There is pre-BPEC course work to do, so the training requires some preparation but is very installer friendly and concentrates on building useful skills that they will definitely use during installations.'

The third course is for the G3 unvented cylinder course. 'It is mandatory for every installer taking a BPEC course, to take a G3 unvented cylinder course.' Usually, while the courses are not together, it is easier for installers to take the G3 course on the Monday and the BPEC course on the Tuesday and Wednesday.

But Katie adds that the installer is not then left to sink or swim. For the first couple of installations, Glow-worm specialists will assist with the commissioning to check the work has been carried out
correctly.

Glow-worm has ten training centres across the UK, of which two have solar training facilities - one in the Belper head office in Derbyshire and one in Elland (Leeds) and soon these will be joined by solar training centres opening in Bristol and Slough. So what is to stop them being trained by Glow-worm and going and buying another company's solar kit?

Katie's answer is that there is nothing to stop them or to stop others training with another company and buying Glow-worm units. But during the training they will use a lot of Glow-worm equipment, getting to know how to use it and gaining confidence as well as being provided with lots of support from our skilled solar specialists, she says.

And she adds that, while other companies' units are shown, the majority of the training is on Glow-worm products. Plus again the commercial sales team is on the road, talking to new installers, building relationships with them and 'becoming a trusted partner'.

Glow-worm offers on-site training not only for solar but for its boilers as well. 'If a particular installer or council/housing association wants on-site training, then the company will oblige.'

And, if installers need extra training such as fault code recognition, then Glow-worm will develop a course for this too.
The company's trainers will also visit and present to residents' groups on how to use boilers, which helps to reduce call outs.
'Our trainers are called upon to do many different levels of work but they seem to enjoy the challenge.'

Glow-worm has some 200 service engineers backing its installers in different ways.
The call centre in Belper deals with thousands of calls every day for technical help, spares and support. It is split into six geographic areas and dedicated teams use the latest technology to route the service engineers so that they do not travel any further than necessary. Plus a special priority call desk, with a different telephone number, is used by housing associations, ALMOs and councils for Glow-worm's maintenance and break-down work.

As far as spares are concerned, if the part is in stock, it will, if necessary, be couriered to the installer for next day delivery. If a service engineer is called to the break-down, he will have the spare in his van. Further, engineers will telephone customers with an estimated time of arrival. And, should they be held up in traffic or because a previous job takes longer than expected, they will keep the customer informed.

So, from boilers through to solar thermal, what is the next step for Glow-worm, given that the Vaillant parent has air conditioning and heat pumps?

'There are opportunities within the group for all brands,' says Cope. 'Glow-worm is looking to the future and renewables is the focus. Our options are open.'