Service Made of Steel
Interview with Benjamin Simon, Managing Director of KNAPPSTEIN Stahlservice GmbH
The steel industry is under pressure: energy-intensive processes, fluctuating prices, global uncertainties, and the growing call for sustainability require new answers. In this challenging environment, it is no longer enough just to deliver good material – what is needed is excellent service, flexibility, and a strong set of values. KNAPPSTEIN Stahlservice GmbH demonstrates how this can be achieved - with a clear customer focus, committed employees, and a motto that is lived: 'Service Made of Steel'.
Wirtschaftsforum: Mr. Simon, KNAPPSTEIN has a long history. How have you strategically realigned the company?
Benjamin Simon: Our business has changed significantly. In recent years, we have particularly expanded our direct business with steel consumers – such as from shelf construction, profile industry, construction, or automotive supply. In addition, our partnership with steel traders continues to play an important role. In this mix, we optimally leverage the strength of our organization. Long-term contracts with end customers are well-plannable and thus form a solid foundation for our capacity utilization and earnings situation. On this basis, we stand stable as partners in the very volatile spot market with our trading partners, who benefit from our good assortment.
Wirtschaftsforum: What does this mean for customer service?
Benjamin Simon: In consumer business, price is not the only factor – reliability and service are what really count. And that is where we set the standard. We are close to our customers, address issues immediately by phone instead of via email later on, proactively respond to problems, and develop solutions together with our partners. As the managing director, I am directly involved in many issues – this is quite feasible in a small, flexible unit like ours and part of our self-image.
Wirtschaftsforum: Your slogan is 'Service from Steel'. What exactly does that entail?
Benjamin Simon: It describes our commitment to distinguish ourselves through service from the competition. The machines, the material, the technology – that's similar everywhere. What sets us apart is how we interact with each other, the reliability, the communication. We regularly train our employees – even beyond their immediate job responsibilities – so that everyone can provide knowledgeable information. We want no internal forwarding, but direct help.
Wirtschaftsforum: You have placed a strong focus on corporate culture. What values are particularly important to you?
Benjamin Simon: One of the first steps we took was to jointly define our values. This was a participatory process that involved all employees. In addition to respect, teamwork, creativity, competence, and honesty, the value of 'courage' is particularly important to me – the courage to make decisions, to pick up the receiver, or even to make mistakes. These values provide guidance and build trust – both internally and externally.
Wirtschaftsforum: Currently, the market is characterized by uncertainty and recession. How are you dealing with this?
Benjamin Simon: Every day is a new challenge. The economic pressure is high, many customers are in difficult situations.
Our task is to support them in the best way possible. Here, we need to be close to the customer to fully utilize our plant capacity and secure jobs even in this phase. This requires a lot of sensitivity—and mental strength. I also see my role in motivating my team, listening, and developing perspectives together.
Wirtschaftsforum: Another dominant theme is sustainability. How does KNAPPSTEIN address this challenge?
Benjamin Simon: The steel industry is naturally very energy-intensive. But the pressure to reduce CO2 emissions is enormous—and justified. Therefore, we are working closely with our suppliers and the SPAETER Group to make processes more transparent and environmentally friendly. Customers are increasingly demanding CO2-reduced qualities. We can reflect this demand precisely with the CSGreen® products from SPAETER. Of course, we also provide certified evidence of the carbon footprint of our products upon customer request.
Wirtschaftsforum: How important is your affiliation with the SPAETER Group to you?
Benjamin Simon: Very important. The SPAETER Group, with over 1,400 employees and around 2.4 billion EUR in turnover, is one of the significant players in the industry – and it is family-run. This combination of size and value orientation is a real plus. We receive strong support from the headquarters in Duisburg and still feel the medium-sized, personal spirit. That is not a matter of course – and exactly the environment in which I like to work.
Wirtschaftsforum: What are your plans for the next five years?
Benjamin Simon: We want to continue to grow – in volume and ultimately in profitability. Currently, we process around 100,000 tons of steel per year. The goal is to grow this by at least 50% and also to increase revenue accordingly. But more importantly for me, it is crucial that we remain stable and motivated as a team, attract new skilled workers, and retain existing employees in the long term. This includes improving digital processes, such as with automated inventory management systems or AI-supported document processing.