DO Security recorded growing financial results in 2020 despite the pandemic

Romanian private security company DO Security went through a “facelift” in 2020 and has adapted to the needs of its clients during the pandemic. The company has made changes to its organizational culture. DO Security’s rebranding was meant to change the consumer’s perception of the products and services offered.

(Interview with Alina Paul, General Manager, DO Security)

How would you describe the evolution of DO Security in 2020, a year characterized by uncertainty generated by the pandemic?
The year 2020 was a year that marked us all and we will certainly not forget it too soon. At the company level, however, although we all experienced fears, reluctance, and social distancing on a personal level, DO SECURITY recorded growing financial results and identified development opportunities even in the pandemic. After the motto “any crisis brings opportunities”, at the level of our company we focused on Security solutions adapted to customer needs. Obviously, we will adapt to the market situationbut we did not compromise on quality and efficiency and this at the end of the year was seen in the very good financial results we obtained.

The need to feel safe in a time of pandemic, social distancing and working more from home, has determined more and more people and companies to turn to our services especially on the installation of security systems, installation of fire detection systems and last but not least, human security services.

What were the most important projects and achievements for Do Security in 2020?

Last year, DO SECURITY benefited from a “facelift” if we adapt the term to the specifics of the company. We went through a rebranding process – a new breath, a new look, which helped us and was reflected in increasing visibility and financial results. We have made changes in organizational culture as well and we have associated with various social causes. The purpose of DO SECURITY rebranding was to change the consumer’s perception of the products and services offered, respectively by refreshing the brand image and adapting it to consumer needs. In this sense, we have identified and launched a new private service for emergencies – DO FIRE.

What services offered by DO Security were the most sought after by customers?

We can say that in 2020 everyone wanted “safety”, whether we are talking on a personal or company level. As a result, our customers have opted for the installation of security systems and fire detection. In times of economic or pandemic crises, human behavior returns to basic needs, and one of these is safety. This is also the explanation for the accelerated development of the security services market in a pandemic year. DO SECURITY identified the needs of the clients and acted to ensure the best services to satisfy them. Thus, in times of uncertainty, we managed to provide safety and security for our customers.

What development opportunities have you identified in this new economic and social context?

Any crisis, in addition to the negative effects we feel at the macroeconomic level, also offers opportunities. Thus, analyzing the needs and requirements of the market, we have identified as a niche for accelerated development in our sector of activity, the private security service, and the installation of security systems. The post-pandemic economic and social context provides the premises for continuing the trends identified in 2020. As a result, we rely on the need for efficiency and cost reduction that will have to be implemented this year, both individually and in companies, and we offer viable solutions on our segment of activity.

What projects and new security solutions is DO Security preparing for 2021?

The year 2020 was the year in which we consolidated our position in the market, we worked on the company’s rebranding and on a correct positioning in the Security services sector. For all these successes, we obtained the recognitions both locally – “Manager of the year company with 100% Romanian capital” award offered by the Brasov Chamber of Commerce and Industry and nationally the OSPA award (Outstanding Security Performance Awards) Romania – “Exceptional Ladies in the field of security”. For 2021 we aim to invest in optimizing the workflow in the dispatcher, to implement a customer relationship management system that has the role of contributing to the management of all relationships and interactions with current or potential customers and we are also involved in partnership with the Chamber of Commerce and Industry Brasov in a European project to train security guards. We want by these means to attract new customers and to retain the current business partners. The post-pandemic year will bring solutions for optimizing and streamlining Security services through advanced, state-of-the-art technology that will help both in terms of objective security and control of its own employees.

What are the challenges DO Security is currently facing?

After a year of trials and tribulations, we believe that 2021 will be the year in which economically we will try to recover after the negative effects generated by the pandemic. It is the year of consolidation and identification of innovative solutions that can contribute to business development. Each of us will make efforts at both personal and company level to make costs more efficient, as a result DO SECURITY will offer customers solutions that lead to cost reduction. In other words, for 2021, our slogan is “dedication and efficiency for your safety”!

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