The way we work

Digital tools are a mainstay in office environments around the world. Robotics are streamlining operations in factories, while evolving creative processes are driving innovation across industries. Amid this evolution, a new star is rising: AI. As the landscape of global business transforms, GF is at the forefront of integrating advanced technologies and innovative work styles to stay competitive and create a stimulating environment where its employees can grow and thrive.

Through the experiences of four employees across our divisions, we explore what it means to work efficiently, creatively, digitally and with connection. Their stories show how new approaches are not only improving individual performance and well-being, but are also driving our company toward a promising future.

As Regional Sales Manager South for GF Building Flow Solutions, Ana Patricia Molina Villanueva spends her days connecting with customers and colleagues. While her smartphone, equipped with various messaging and cloud applications, is an indispensable tool, Ana views it merely as a facilitator. “I have it in my hand most of the day, making calls and sending messages. We use several apps for internal communication that make it easy to share information. It is a means to an end.” In an increasingly digitized world, however, having in-person meetings provides “a genuine human connection that cannot be replicated by digital tools,” says Ana. “This connection is essential to building strong, long-lasting relationships with customers.” In her experience, face-to-face communication enables more effective interaction because it incorporates non-verbal cues and voice perception, vital for a meaningful exchange, elements often overlooked in digital communication. “This is especially important in sales, where trust and mutual understanding are essential to closing deals.”

The sales team at GF Building Flow Solutions proactively reaches out to customers to address issues early on. “For us, good customer service is fast, simple, personal and empathetic,” she says. “We work every day to live up to that ideal.” Ana is always willing to go out and meet with clients in person – sometimes traveling as far as 300 kilometers from her home in Málaga (Spain). “I often invest extra time to ensure I fully understand my clients’ needs and concerns. This may include visits to their offices, arranging lunches or dinners, or attending social events.” The reasoning behind Ana’s efforts is simple: “The better I understand my customers, the better I can meet their needs and exceed their expectations.”

Ana is convinced that her success in sales is largely due to her personal approach. “I remember a time when a client was going through a difficult time personally.” Instead of just talking business, she took a supportive approach and spent time talking about how he was doing and how she could help. “This human connection strengthened our bond and ultimately resulted in a stronger, longer-lasting business relationship.”

Ana’s clients also know that this commitment is not to be taken for granted. “Once, a customer thanked me specifically for my commitment and willingness to assist outside of regular hours,” Ana recalls. “This gesture of appreciation reminded me of the importance of truly being present for clients. It’s also how I can shape their view of our company.”

As much as Ana gives to others every day, she also needs balance: me-time. Every morning, starting at 6.00 a.m., she sets aside an hour or two to exercise, often running or swimming on the beach in Málaga. “I love sports; it’s the best way to clear my head,” she says. During these quiet hours, she focuses on herself, so she can be there for others throughout the day – whether by phone, email or, preferably, in person.