To prove his point, Synstar sealed its largest ever single contract with CSC earlier this month, totalling £120m over the next five years. "The key to the CSC deal was how to reduce cost and increase performance," he said. "We focused on the human side."
With a client base of approximately 4,800, including GKN Westland, British Airways and CSC, Riddell believes the core factors in maintaining its relationships are "trust and reliability, [Synstar's] position in the market, good planning and customer satisfaction".
Looking at the services market as a whole, he claims: "Business reliance on IT is interwoven and IT will become a utility." More importantly, business continuity does not revolve around flooding, fire or acts of terrorism, "the bulk of IT disasters are lengthy software and hardware failures".
"Companies are concerned with protecting data in all aspects of their business," Riddell adds. He points to security as the number one buzzword in the services sector today.
"We are selling new services to an existing base of companies," he claims. The services industry "needs to be proactive" - monitoring services and anticipating IT problems before they affect a business is a prime example of Synstar catering for leading trends, Riddell adds.
Synstar has diversified its product line over the years, away from traditional helpdesk and software support towards data management, network security and the 'peace of mind' offered by co-sourcing services. "Outsourcing as a business process is traditionally linked with IT, but co-sourcing offers security," Riddell insists.