A results-obsessed, can-do attitude to customer service, that’s how Rackspace defines Fanatical Support, a term it coined more than a decade ago. But it’s more than a slogan, it’s a holistic approach to the way business is conducted. As Darren Norfolk, Managing Director of Rackspace in the UK, explains, Rackspace offers more than just a service, it offers a whole custom-aligned business and technical experience.

Cloud computing is evolving at rapid speeds and Rackspace has created a valued offering in terms of helping its customers to effectively navigate the multifaceted virtualisation space, keeping abreast of future trends and demands.

Darren says that the idea of offering Fanatical Support stems from the firm’s own workplace culture and it flows through all departments. Every staff member lives and breathes the concept. “That is what gives us our point of difference in the marketplace, the value of our staff—we call them ‘Rackers’—and the experience that they give to our customers,” he says.

“I think our customers see us as an extension of their own IT team, and as an enabler. We take care of their cloud and the tricky IT mechanics, leaving them with the time to focus on their own core competencies that generate revenues. That is, without a shadow of doubt, our unique selling point. Fanatical Support isn’t a tag line for us, it is something real and something our customers truly value.”