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The ACR Industry needs a 'Fred' Award

It is around twenty years ago that Mark Sanborn, a professional speaker, trainer and author on leadership and customer services met Fred his postman. Mark had just moved into his new home in Denver when Fred knocked on his door, introduced himself and welcomed him to the neighbourhood. He also asked Mark about himself and how he wanted his mail handled while he was away. 

Mark was astonished. This was not the service he had come to expect from a postman. He was truly pleasantly surprised and delighted by Fred's approach and manner.

Mark became interested and asked Fred more about his job and how he approached it. Fred's answers inspired him to develop motivational seminars and a bestselling book (The Fred Factor) promoting Fred's attitude and approach to life.
In a nutshell, the Fred philosophy is to realise and practise that everyone can make a difference; success is built on good relationships; you must continually create value for others and it doesn't have to cost anything; you can reinvent yourself whenever you want.

In the past few months I have had the pleasure to meet two 'Fred's from the ACR industry. The first was a service engineer who I bumped into by chance when I walked into a client's refrigeration plant room on a site in Birmingham. The young engineer was knowledgeable, enthusiastic, helpful and a pleasure to speak to. The second was a food factory engineer who managed the refrigeration plant along with all the other services required in a modern food production environment. Although not a specialist refrigeration engineer, he went out of his way to provide the information I required and to answer all my questions and more.

Both of these engineers embodied excellent customer service qualities described in the 'Fred Factor'.

We should never forget that although highly technical by nature, the ACR industry is a still a service industry with customer service excellence being a key to business success. If you think that is a cliché, imagine how long a company can survive that ignores this in the competitive market place we find ourselves in today. Customers do have a choice and they will go to where they perceive they most consistently get what pleases and impresses them.

The 'Fred' philosophy is built on timeless values like personal responsibility, authentic relationships, and respect for others. It is in essence, a mind-set that looks for and seizes opportunities to turn the ordinary into the extraordinary.
The ACR industry has individuals who go beyond the ordinary and create extraordinary experiences for their clients. These are not only service engineers; they are from all business fields, from sales through to administrators. Their attitude to customer service should be recognised by this industry in the same way as technical excellence is. Normal is overrated and has never been a term that should be applied to our industry. We should have a 'Fred' Award, although I am sure that we can give it a more appropriate name from one of the many fine examples from our own industry.

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Posted by Steve Gill 15 April 2013 23:21:00 Categories: Fresh Talk

Comments

By Nathan
16 April 2013 04:34:00
I think the Steve Award needs to have consistency as one of the criteria. I have seen people be friendly and helpful once or twice but then on another occasion they have been the opposite because it no longer suits them. The true stars of this industry have been providing extraordinary customer service for many years. This is perhaps when some people leaving comments have made the mental leap to associate them with industry ambassadors. These are not the same but there are some similarities in terms of personal characteristics.
By Sian
16 April 2013 04:33:00
It is reassuring that customer service is still high on priority for many individuals within the ACR industry.
This industry often gets a bad name and bad press. This will be something very positive to report.
Great blog with a wonderful message
By James
16 April 2013 04:32:00
Great story about Fred the postman and a fantastic comment thread. Quite unbelievable. So many topics all stemming from the one subject, and so many good stories too. This will make a great award.
Fantastic idea.
Hope we will hear many more stories of good examples of extraordinary customer service.
Steve, you are a star! Thank you for this
By Raja P
16 April 2013 04:31:00
To provide extraordinary customer care one needs to go the extra mile for the customer but still need to remain professional and do your job the best to your ability. You don't have to lower your technical pride or sell yourself cheaply but if are able to be friendly and remain professional that can be a plus.
Believe in yourself and your company and your product and you will provide great service.
Interesting blog with an extraordinary response.
By Don
16 April 2013 04:30:00
An excellent blog with an excellent message. This has captured the imagination of many. The most thought-provoking blog regarding this industry I have ever seen
By Gopal
16 April 2013 04:29:00
This blog is a 'must read' by everyone include myself :)
By Jon
16 April 2013 04:28:00
The focus on technical skills in this industry is understandable because it is upon the extent of our technical knowledge that we are valued. But that does mean that it should exclude valuing customer service and placing good customer service high in our list of desired performance characteristics. As the blog says, we are a service provider and should strive to do that to the best of our ability.
I think the proposed award and the concept behind the blog is first class.
Brilliant blog Steve.
By Juggers
16 April 2013 04:27:00
Sure there are some arrogant service engineers, they have the skills and the knowledge so perhaps there is some justification, but there are more arrogant customers who don't have the skills or knowledge, so how to justify their behaviour? ACR engineers are generally undervalued by customers and it is time that we received more appreciation for our technical skills which at the end of the day are what the customer is paying for.
By Steven
16 April 2013 04:26:00
Chris is right. Most of the drive with many engineers is to improve their technical skills. There can be an arrogance that certain service engineers have that their skills are more valuable than the client deserves. "I am too good for that client" can be the attitude.
Luckily that is not always the case and there are many good examples of excellent engineers who are also equally as excellent with their customer skills.
These are the ones that this Steve Award is aimed at.
By Brian
16 April 2013 04:25:00
Go Natasha go. You are a star!

Hope you get the Steve Award for extraordinary customer service that you deserve!
By Geoff
16 April 2013 04:24:00
Actually Chris, I think the message from your post is that no matter how good we are it is how WE think of our customers that matters.

If we think of our customers positively and try to improve their lot, there is a very good chance that they will appreciate us.

I think that is the message behind the blog.

But, you raise a very good point. Many engineers in our industry - any industry for that matter - focus on solving the technical problems and the customer is almost an after thought at times.

Thankfully, there are exceptions, and a few names have been given here as potential winners of the Steve Award.

This is a really interesting thread.
By Chris Pike
16 April 2013 04:23:00
I am interesting in this blog and in customer service. We all have customers in some form or other. So, when our service provider turned up today I thought that I was ask the service engineer about his goals for the year/career. We have office ac units and they are service regularly by the same people/company.
The engineer told me with great passion about his career so far, and about how he has improved over the years by working with some of the best engineers in the field, and about how is he is still even at age of 35 still studying to become a better engineer. He has joined the Institute of Refrigeration and was extremely proud to say that because of his experience, he has been voted a full member earlier this year. A man full of pride and passion about his work and with a drive to improve himself. So, I asked him about customer care and how he improves their experience. He looked at me totally blank. So, I explained about this blog and the message of extraordinary customer care behind it. He was speechless. After a pause, he said that "he was one of the best engineers around, and that he always fixed the problems for the customers. Unfortunately though, most customers are idiots and don't appreciate what we do. We would be better off without them" he joked. He went on to tell me how some users of AC are so stupid it is hard to imagine, and that he has been barred from a couple of places because he 'told them they were wrong'.
If this is the best that the ACR Industry has to offer, albeit a very dedicated man striving to improve his engineering skills, then I think the industry still has a long way to go.
Steve's blog is a very good reminder that no matter how good we think we are, it is how customers think of us that matters.
By Neil Everitt
16 April 2013 04:22:00
A truly inspirational story, Mr Butcher, and one that I am sure will embarrass Steve greatly.

I would appreciate a call to discuss further: 01622 687119 or emailneveritt@datateam.co.uk
By Stuart
16 April 2013 04:21:00
I would like to nominate Travis Roberts from Star Refrigeration at Oxford. He is an experienced Service Manager and service engineer who takes the time to understand what the customer wants. He is a good listener and a great problem solver.
By John S
16 April 2013 04:20:00
I would like to nominate Simon Lord of Airmaster in Sheffield.
Even though I haven't use him for a few years, I still recall him as having the best customer friendly manner. Better than any of the others we have used. Nice man, very customer focused.
By A Butcher
16 April 2013 04:19:00
My attention has been drawn to this blog by a member of my staff. I have read it with interest but not all of the many comments. There are so many.
I would like to tell of an example of extraordinary customer service that you may find of interest,
We are a family owned and run meat business. We are by no means small but we have operated with private finance so we make investments carefully and hopefully wisely.
Over twenty years ago, we wanted to expand our abattoir in the west country. We had refrigeration contractors already but asked around the meat industry for recommendations. A young man was recommended who worked for an international refrigeration company. My father didn't want to go down that route, fearing that the costs would be two high and also that we would receive impersonal service. But he heard from a meat processing facility in Scotland of this refrigeration design engineer who slept in his car several times during the final days of a project so that he could be there to make sure it all ran smoothly. He had to sleep in his car because his company had not allowed the costs for him to be present during this period and so he took holiday and stayed on site for the final days of the project. He was young and had a family, but I assume not much spare cash for a hotel or even B&B. The project was a huge success much to the credit of this individual and upon it being discovered that he was effectively 'sleeping rough' the neat processing company owner made the fridge guy go and stay in a hotel and covered the costs.
This story impressed my father as it came from an old friend in the meat trade.
So, we contacted the company and met with the young refrigeration sales/design/projects engineer. He was about the same age as me, but very friendly and open, and most importantly, he was surprisingly knowledgeable about meat processing as well as refrigeration. He talked as though he was a butcher not a fridge guy.
My father asked him for a price for the three chill carcass hanging rooms for the extension. We already had received two other prices so we had a budget. To help the young man, we showed him the specification (without the price) from our regular supplier and asked him to quote the same. He wouldn't, he insisted on spending time down at the abattoir so that he could understand our process. During the next two weeks, he came down to our abattoir at least four times at 5 in the morning to see the start of the daily kill before he went to the office. My father was amazed that a fridge wanted to know so much about our operation that he effectively worked there on the slaughter line moving the fresh carcasses into the chillers and then monitoring them. No one else had done this before. Three weeks later he came back with a price for the refrigeration system. It was much higher than the others and more than we had budgeted. We called him in to explain. He came in and talked through his proposal in such depth and with such knowledge and confidence that we looked around to find extra finance to fund his proposal. When it became obvious that we couldn't afford it all, he re-jigged his quote and showed us how we could do it in stages.
To cut a long story short, the plant was bought and installed and proved to be a great success. The success helped to fund our growth and we went on to build two complete factories with the same fridge engineer although he changed companies.
He became part of the family and even once, after his company had lost the service contract, came down when we had a problem with the new service provider and helped their engineer fix a problem. He did that even though he was not being paid for it.
Who was this remarkable guy? Well, it was none other that the author of this blog - Steve Gill. When I read the blog I knew why the story of the postman would appeal to him. It is because he has the same values of customer care.
I have not given my name here as I do not want to be bothered by answering questions about this story but if ACR News wish to verify it, Steve can give you my details because he will know who it is from the story.
Over the years I have worked with my contractors from all trades and also with many refrigeration companies and their staff. I can say with all honesty that none have impressed me or my family as much as the young man from all those years ago. Thank you Steve. The Fridge industry has an extraordinary person of its own.
By Howard
16 April 2013 04:18:00
I would like to nominate Anthony Webb of City Facilities Management for the Steve Award.
Anthony has many years of experience as a service engineer but he has never lost his enthusiasm and passion for the job, or his colleagues or, most importantly the customers. He always goes the extra mile to make sure that the customer get what he should have.
Good engineer and a really nice bloke.

This is a fantastic blog by Steve Gill, the best blog or article I have ever seen
By Rob Young
16 April 2013 04:17:00
I have been thinking about Mick Collin's suggestion that the concept is taken further and applied to other categories.

Making the ordinary extraordinary.

I think this is actually a very good idea. If we take the environment for example, there are many examples of people reducing their environmental impact, but what if there was a Steve Award for for the person from the ACR industry that really goes the extra mile to reduce a customer's energy usage or environmental impact for no gain for themselves?
I think that there is some mileage is extended this concept to other categories as Mick suggested.
By Pete
16 April 2013 04:16:00
Hi Steve, good to see a new blog from you. It makes an interesting read. Very impressively written.
But where is the gentle humour? Where is the little story or metaphor?
You style has changed over the past few blogs with the latest one reading like a lecture.
I think the message is deep, as always, bit please return to your lighter style of writing.
You were always going to have a tough task matching this one, so don't try. Be yourself and keep writing. I look forward to reading your next one.
By the way, I meant to say, thank you for posting it. Your blogs are always appreciated.
By Darren
16 April 2013 04:15:00
I would like to nominate Graham Smith of ICS. His customer service is second to none.
By Neil Everitt
16 April 2013 04:14:00
For those who asked, nothing has been announced on this award yet. Should have something to tell within the next three weeks.

In the meantime there is no harm in anyone naming people they feel would be worthy recipients. It's good to know there are so many potential recipients out there and encouraging to see how enthusiastically this idea has been embraced.
By Gary
16 April 2013 04:13:00
Would be interested to know a lot more detail about the people being nominated.
Also, who is nominating them? Are these customers?
By Mike Ottley
16 April 2013 04:12:00
This blog and comment thread is a legend. I have just read it for the first time. Amazing.

An extraordinary blog about extraordinary people by an extraordinary person with an extraordinary response from an extraordinary industry. Well done to all involved.
By Ian
16 April 2013 04:11:00
Has the criteria been finalised? If people are making nominations shouldn't they give their full details and say more about the individuals?
Who are the judges? Have I missed this? Has it been announced somewhere else that I have missed. Is it in the ACR News magazine or somewhere else?
By Michael S
16 April 2013 04:10:00
I would like to nominate Alec Smith of Climatech in Ireland.
His knowledge of ac systems is without question but it the manner with which he helps customers makes him an obvious candidate for this award.
By Craig
16 April 2013 04:09:00
I would like to nominate Graeme Fox. Most people know Graeme for his work with AREA but what is forgotten is that he runs a very successful but small business. His customer all love him and accept that he will be away doing AREA work at times. But he works with them and keeps them informed. They are proud to have him as they supplier.
By Mike
16 April 2013 04:08:00
Are the awards on? I see that people are making nominations now, have I missed something?
This is good news. I hope that more details will be given though so that we can hear more about why they are considered 'extraordinary'.
By Martin B
16 April 2013 04:07:00
I would like to nominate Dave Wilkinson - Service Manager at GEA Nottingham. Dave is a very knowledgeable service manager but he really takes care of client's to ensure that they really do receive the attention they deserve. He is a pleasure to work with and always reliable.
By Michael
16 April 2013 04:06:00
Extraordinary people have a different way of thinking and acting in their daily lives. It is not enough to just succeed in their task, they also have a desire to do things better and offer an even better service. This desire is not for their own benefit, it is for their client's benefit. They want to do things better for them.
I think all the ambassadors that have been mentioned also have this trait so we can see certain similarities.
A very interesting blog and an award so obvious, that it took someone special to notice it. Great blog Steve.
By Dave S
16 April 2013 04:05:00
Salesman are notorious for being your best friend when you have an order to place but then vanishing once the order is placed or not wanting to know you if you don't place orders.
And so for those that lose an order after working very hard to try and secure it, well, these never forgive you and certainly don't waste their time in staying in contact.
In my experience, that is true in all cases except one: Robert Long of Starfrost. Although I have never placed any orders with him, we has always stayed in contact and also been very friendly and what is more, helpful. If ever I need any information, even about the job he lost, if I contact Robert he is always keen to help and provides me with more than the information I have requested.
It is for this reason that I would like to nominate him for the Steve Award for Extraordinary Customer Service.
By John Timperley
16 April 2013 04:04:00
Some people make a real impact when you meet them. I mean in a positive way. We are all customers sometimes in some form or other, and so we know instinctively what it feels like to be on the receiving end of both good and bad service.
Those that make a positive impact and go on to make a difference are the ones that stand out. These are the special people that this award should seek to recognise.
But most importantly, it is those that make the ordinary customer experience extra ordinary in some way, these are the true stars. The ones that do it for no obvious person gain.
I think the ACR Industry will actually have a lot more than we thought. By showcasing these, we can also showcase the best of the industry
Great idea. Good blog Steve
By Trafford
16 April 2013 04:03:00
Well done to Graeme Fox and all those other ACR industry ambassadors named here. It has been said that 'A journey of a thousand miles begins with a single step'. Graeme and the others are all making steps. Without steps, we would stand still.
To Graeme, Steve, Mike, John, and Eddie, I say good for you, keep taking those steps. Don't give up.
By Paul
16 April 2013 04:02:00
I think this proposed Award is a wonderful idea. I would like to nominate Natasha Eley from Stonegrove Refrigeration. Her helpful friendly personality really sets her a part from anyone else that I have ever dealt with
By Peter Atkins
16 April 2013 04:01:00
Steve suggested that we find a name from our own industry more fitting than 'Fred'. May I propose that it would be very fitting and timely to name this customer service award after Kathy Cumella. A person who truly went the extra mile.
By Phil Baguley
16 April 2013 04:00:00
The people that I have found to provide the best customer service know when to talk and when to listen. Most importantly they know how to listen and to so actively.
If they do that, they can then understand the customer's needs better.
By David Leney
16 April 2013 03:59:00
Well said! It used to be said that the customer is king. Fortunately, there are people that make them feel like they are
By Dan Watson
16 April 2013 03:58:00
We're more apt to go out of our way to help people if they are nice to us in the first place.
What makes customer care extraordinary is when someone goes out of their way to help someone without having to know if the other will be nice in return or not.
Fred the postman was nice from the first minute and proactive, not reactive with his positive service approach
I think this must be one of the selection criteria for the award

By Michael Water
16 April 2013 03:57:00
To have an ACR industry award with the customers nominating those that provide an extraordinary customer experience is a fantastic idea.
People dealing with people is what makes this industry tick.
I hope this can take off. It will make a change from all the other awards where one large company present to another one. They just hand the awards to each other.
Great idea. A truly original industry blog.
By Steve Gill
16 April 2013 03:56:00
Hi, several people have asked when the another blog will be posted. There was a new blog posted this week which picks up one of the themes from the comments thread here.
I hope you find it as interesting as this one.
Best regards
Steve
By Mick Collins
16 April 2013 03:55:00
Dear Graeme, thank you for taking the time to reply. I know that you are an very busy man and appreciate that you took time read my post and to reply with your comments.

You are right, my post was born out of frustration and I didn't acknowledge the small steps that are happening.

I am as guilty as anyone else when it comes to not doing anything positive for change, and also like the majority, I also am amongst the first to moan too.

You had made some progress as a result of your blog and I urge you (not that you need my encouragement) to keep up the good work.

Also, I have to say, that the ACR News blogs in general have suddenly become more popular and talked about in the workplace. The blog by Steve has raised the popularity and become something of an attraction and focus for discussion recently amongst my colleagues but I also have noticed that the blogs by you and Neil are also being discussed where as before, I read them, but didn't hear them spoken about by others, if you know what I mean.

So, I concede and must agree with you, that you the bloggers and us, the readers and leavers of comments, are perhaps not wasting our time here after all.

Thank you Graeme, I hope you receive a 'Steve' one day.

This brings me to something else, the 'Steve Award' has been discussed a lot at work and all think it is a great idea and has lead us to think that there must be other categories that must be open to all of us rather than the elite few. We have started coming up with suggestions and have called these the 'Steves'. We have discussed many suggestions around the theme of making the ordinary extraordinary and have branched in our thoughts way out beyond the area of customer service. With 'making the ordinary extraordinary' as a theme, the Steve's could be a unique celebration of our industry. What do you think?

Mr Everitt, can I ask how the discussions are going for this Award? Are they still at the critical stage as you mentioned a few weeks ago?

Finally, Steve, any new blog from you on the horizon? Also, what are your thoughts about more Awards based upon Extraordinary as a starting point?
By Graeme Fox
16 April 2013 03:54:00
I agree with Mick's comment about people waiting for others to take action - but I understand some people just don't have the confidence to get involved or speak out publicly. That's why it sometimes seems that only a very few of us take up the mantle.

I don't agree though that we are wasting our time or that nothing good ever comes of our blogs or actions. I had this conversation a couple of years ago with a committee colleague who was becoming disillusioned by a lack of concrete success. I pointed out that we are changing an entire industry's way of thinking and approach to our own business practices really and this takes time. Little steps make slow progress but they also ensure solid foundations for long term benefit. The problem with this slow progress is that if you're not actually involved in the negotiations or discussions then you don't see any progress at all - which is where Mick is coming from I guess by his comments. I don't think there was criticism in what he was saying just a frustration at not seeing progress.

Maybe one example can persuade him of the long term worth: I've been concerned for a long time about the more common and widespread use of flammable refrigerants - not just in domestic fridges but now in split AC units and heat pumps too - without our industry having access to recovery and leak checking equipment certified as suitable for use with flammables. Nothing was happening on this front even when Daikin have been really pushing R32 as a viable split and multi split gas. Then, since my last blog on the subject, I've been contacted by tool and equipment manufacturers - REFCO in particular - who are now looking at getting their tools certified. Most tools are OK technically or use with these gases but our public liability insurance wouldn't pay out if we'd used non certified tools. Little steps I know but it is progress that will benefit all contractors.
By Mandy Dickens
16 April 2013 03:53:00
This is such a novel suggestion for an Award. Simple and yet so wonderfully appropriate. Some new thinking to the Awards structure is just what the ACR industry needs at the moment.
I must confess that I haven't really noticed the Blogs here on ACR News but I will certainly reading them from now on. This one was pointed out to me by our HR manager.

By Nigel Hicks
16 April 2013 03:52:00
Sorry, I typed the last post but clicked send just as I realised that I hadn't included my name. It was not intended to be anonymous.
By Anonymous
16 April 2013 03:51:00
I work in the construction and project management industry building and extending food processing factories. I have to say that as a whole I have found refrigeration much more willing to go above and beyond the call of duty then other trades. Over the many years working in this industry I have the misfortune to have come across many indifferent, unhelpful and even rude trades people and have come to think of that as normal. However, I always find the refrigeration and other ACR engineers and staff in stark contrast to the 'norm' and can think of a few who have turned the ordinary in to extraordinary.
As a trade, and as an industry, you deserve a pat on the back.
As Steve says in his blog 'normal has no place in this industry'. In my experience, he is right.
Good blog.
By Carl Fountain
16 April 2013 03:50:00
I can think of another great ambassador for the ACR Industry: Eddie Gittoes of Arctic Circle. I would include him in the list of industry people such as Graeme F, Steve G, and Mike N, who really carry their love of the industry with them at all times.
Yes, of course there are more and this is not a complete list but I think that any list would include these four.
By H. Francis
16 April 2013 03:49:00
In my experience, extraordinary customer service comes from within. One has to think positively to achieve it.
This is some thing that cannot be taught in a class room. But, we can modify our behaviour by watching others and by training. We can learn from others that provide great service. If we have the will and drive to
That drive, and desire has to come from within us.
By Mick Collins
16 April 2013 03:48:00
It seems that every time there is a hint of excitement emerging in any of the ACR News Blogs it s quickly snuffed out. Basically, nothing happens and no good comes of it.
In this instance once again, all that has been written may be true about the need to focus on the longer term, about real innovation, about providing value for money and about close attention to customer service to achieve success and growth, about the essential role that people play in the ACR industry. All true, and many exciting words have been written in support. But has anything happened or changed? No.
It is the same with the other bloggers here, Neil and Graeme. Both also write interesting and thought provoking blogs but nothing ever good comes from them.
This is a shame, but is also a fact. These well meaning people are wasting their time.
Having said that, I do find them interesting, but I can't say (like some others) that this blog is better than the others. What I can say, is that it is different, and is equally as good. They are all excellent in fact and a credit to ACR news and the industry. However, interesting as they are, nothing ever comes from them. That is fault of all of us who read them, and then sit back and wait for others to do something.
By Greg Kim
16 April 2013 03:47:00
This is an exciting opportunity to put extraordinary customer care firmly on the map with the ACR industry, and also to recognise the role played by individuals in business for no obvious immediate financial gain.
Great idea.
It is a wonderful opportunity to share success stories, and pass on hints for successful business customer care.
Steve's blog has put people back at the heart of this industry.
Inspiring
By Li
16 April 2013 03:46:00
Dear Mr Steve
Interesting word used by Andy:stonker. I had to look this up. Very interesting and appropriate as a description of the enormity and popularity of this blog I think although my English teacher warned be to use the word with caution.
Strange English word but a very interesting blog. I have been following the discussion but have nothing further to add. It is excellent.
I am from Japan
Yours sincerely
Li

By A Touch of Frost
16 April 2013 03:45:00
Going the extra mile for a customer at my company doesn't get me any recognition or reward at all. The only ones that appreciate it are the customers and then only if it doesn't cost any extra.
The idea of an award where the customer nominates the person is a great one. I think this could throw up a few surprises.
Great suggestion and a very interesting blog.
By Carlos
16 April 2013 03:44:00
An ACR Industry blog about people who care about customer service. There's a surprise. We'll be giving them an Award next!

Glad someone has noticed us.
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