More than Metal
Interview with Joep Boonen, Managing Director and Thomas Bauer, Sales Manager and Authorized Officer of MCB Germany GmbH
MCB focuses not only on the trade of metal materials, but also on the people behind it. The company, headquartered in Valkenswaard in the Netherlands and with branches in Germany, Belgium, and France, sees itself as a reliable partner to its customers, listening to them, thinking along, and supporting them. For Managing Director Joep Boonen, customer orientation is not just a buzzword, but a lived practice - especially in times of constant change.
For more than 80 years, the MCB Group has stood for reliable metal supplies—from steel to stainless steel, aluminum, and non-ferrous metals. However, being just a traditional supplier is no longer sufficient today. The requirements are more complex, the markets more volatile, and customer demands more individual. MCB has responded to these developments with a profound strategic change—having noticeable effects on the German subsidiary as well. Joep Boonen, Managing Director of MCB Deutschland GmbH in Neuss, describes the change as a 'farewell to separate product worlds in favor of a holistic customer care.'
A Single Point of Contact
The core of the new orientation is a sales team that is no longer structured by materials but by clear customer responsibilities. Today, each customer consultant acts as a generalist, managing the entire MCB portfolio—supported by a well-coordinated back office.
A central element of this transformation is the establishment of a digital ecosystem: an intelligently networked infrastructure of platforms, tools, and interfaces that automates processes, improves data flows, and offers customers real digital added value. Response times were thus significantly shortened, processes made more efficient, and the customer experience noticeably improved. "Whether it's steel, aluminum, or stainless steel – the customer doesn’t want to start over every time. They want solutions. And they want someone who understands them. That's exactly why we rethought our entire structure," explains Thomas Bauer.
Change in Turbulent Times
The strategic restructuring began in a time marked by uncertainty: trade conflicts, Brexit, the coronavirus pandemic, volatile raw material prices, and last but not least, the war in Ukraine challenged the entire industry.
For Joep Boonen, it was clear: "Especially in times of crisis, it becomes apparent whether a strategy has substance." MCB Germany has stuck to its new course despite the challenges – thereby laying the foundation for sustainable growth.
Success Factor: People
A profound change does not work without involving the people in the company. That is why a culture change was initiated in parallel with flatter hierarchies, more personal responsibility, an active feedback culture, and regular internal training. The group's own campus offers training in communication, leadership, and customer focus. "Today, we have a culture where employees think along, co-create, and dare to question things. This is lived progress," says Sales Director Thomas Bauer. With a team that is becoming increasingly diverse – both in staffing technical and leadership positions and in the collaboration between generations – MCB relies on different perspectives. The mix of experienced professionals and young talents fosters innovation and helps to ensure that customer support becomes even more targeted and flexible.
Bridge to the Customer
About 30% of orders are now processed through the digital web portal which continues to grow. In the branches in Belgium and the Netherlands, the share is even over 50%. The platform not only offers an easy way to order but also provides real-time pricing, availability, certificates, and digital delivery notes. \
Human at the Center
The MCB branches currently employ around 1,100 staff in administration, sales, tech, warehouse, and logistics. They are primarily looking for people who are eager for change, take initiative, and enjoy customer interaction. The company offers flexible working hours, modern workplaces, individual training opportunities, and a clear perspective for development. This mix of experienced professionals and young talents promotes innovation and helps to improve customer support to be even more targeted and flexible, explains the Sales Director.
Clear Ambitions
For the year 2025, Joep Boonen sees further growth – organic, solid, and customer-focused. The issues of process digitalization, data-driven decisions, and sustainability are to be brought even more into focus. At the same time, he also calls for impulses from politics: "We need a business-friendly environment – with less bureaucracy, reliable energy supply, and more investments in education and infrastructure."
Attitude that Connects
What makes MCB special from the perspective of the Managing Director? "We celebrate successes together. We talk openly about mistakes. And we do not rely on quick effects but on long-term partnerships." For him personally, working at MCB is more than just a job – it is an expression of attitude, reliability, and a clear understanding of values. "It's not just about growth, but about how we grow – in dialogue with our customers, partners, and colleagues. And that makes the difference for me."