The heart of Crystal Technologies Group in West Chester is found in the passion and expertise of its founders, Cheryl Stradling and Greg DeCinque.

Crystal is a technology advisory firm hyper-focused on customer experience and support. 

“We strongly believe our depth of support is unsurpassed, especially in this region,” Stradling said.

The success of the company is built on a unique life cycle support model that grew out of what Stradling and DeCinque experienced working in the telecommunications service industry prior to starting Crystal.   

Incorporated in 1996, Crystal has three main areas of expertise:  voice and data connectivity, Cloud IT and cybersecurity, and managed services. 

Life Cycle of Support

Whether it’s a global network deployment, Unified Communications and Contact Center as a Service, or a cloud/security project, Crystal’s team of experts delivers cradle-to-grave life cycle support.   

“Companies procure services through Crystal because of our life cycle support model.  When clients procure services through us, the provider pays a commission that subsidizes our life cycle support model (Crystal Care) at no cost to the client.  This includes ongoing support after project completion,” Stradling said. 

It was a novel approach when we started the business, and it still works today, she said.

Stradling, a Chester County native, not only founded Crystal, but she’s also a managing partner with co-founder Greg DeCinque.  Stradling has a bachelor’s degree in business from Penn State University.

Greg DeCinque is a West Virginia University graduate with a bachelor’s degree in business. He’s originally from Salem County, New Jersey, and currently lives in Plymouth Meeting.

Both ended up working together in sales management at a large global telecom company called Cable and Wireless.

Cable and Wireless was selling long-distance service to businesses in the United States, relying heavily on its direct sales force. 

However, there was a large turnover in sales, so customers were often frustrated they couldn’t get long-term support from the same people. The same turnover problem persists today.

“It was like the Wild West. Everybody was hiring recent college grads to build their sales force. There was a ton of turnover, not only in sales but in service,” DeCinque said.

At the same time, cost management consultants were making a lot of money charging clients to show customers how to save money on their bills but not offering much else of value.

The carriers were also paying large commissions to third parties to introduce their telecom service to clients, but they didn’t offer ongoing support, DeCinque said.

Stradling and DeCinque realized they could create a self-funding telecommunications department that would be a far better option than working directly with any carriers, a better option than working with a consultant, and a better option than working with third-party people.

Their one-stop-shop approach was a better cost model for clients with better end results, and it was a new way for customers to source and support their telecommunications services.

“That was really the start of our company,” DeCinque said.

They gave up their jobs at Cable and Wireless to pursue their dream of owning their own company and controlling their own destinies.

“Twenty-seven years ago, we both quit great jobs with great paychecks,” DeCinque joked.

They spent a year creating a business plan, confident it would get them through the first year.

The plan ended up being so good that PNC Bank, who was helping them with business loans, asked if they could use the plan to teach a class, Stradling said.

They started with business cards, laptops, and a “whole lot of support coming from our families,” Stradling said.

“We started in March, and we got our first check that following December,” Stradling said.

Their success has been growing ever since.

Choosing a name

In this case, an unexpected visit to a psychic helped them out.

Before launching Crystal, Stradling was out to dinner in Manayunk with friends when she and a girlfriend spontaneously decided to visit a psychic named Sarah.

Sarah had no idea that Stradling was planning on starting a business.  Actually, Sarah had no idea that Stradling even worked.    

“She said I see a very strong vision that you are at a crossroads in your career and thinking about going into business with a man, which did blow my mind,” Stradling said. “She said ‘you should do it. I see great success, and you should move forward with this. This is meant to be a big part of your life.’”

The next day Stradling was in a meeting with DeCinque and shared Sarah’s prediction.  

DeCinque drew a picture of a crystal ball with the name Crystal Communications.  

They liked the name, thinking that a crystal ball would symbolize bringing clarity to telecom – just what they wanted to do for their future clients; however, the crystal ball had a double meaning that only the two of them would know.  It also symbolized Sarah’s prediction of their success.     

With the help of a marketing firm, the name and tagline were changed to “Crystal Technologies Group – Your Clear Solution.”  The logo incorporated the image of a crystal ball.  With that, their fate was sealed, and they legally registered the new business name as Crystal Technologies Group, Inc.

Company culture, loyal employees

An important part of Crystal’s success is the company’s culture and size. The boutique firm provides a healthy personal/business balance to its employees and keeps them on the payroll.

“The first two people we hired are still with us, celebrating their 25^th anniversary,” DeCinque said.

Crystal has less than 20 employees, so clients get the personal attention they need.

The company handles about 100 clients worldwide, many of them with marquee recognizable names. Clients include major law firms, transportation companies, utilities, manufacturing, engineering, distribution, health care, and higher education.

Looking ahead

Crystal will continue to adapt to changes in technology, but its core mission remains the same.

“Greg and I love our business. What we will continue to do is bring that core mission value to our clients,” Stradling said.

Find out more about Crystal.