CHALLENGE
Opportunities to strengthen customers relationships by developing and conducting a multi-year programme to measure changed in customer experiences and the impact these have on emotional engagement and loyalty.
SOLUTION
To meet the challenges of implementing a global study quickly and cost effectively we used a mixed-methodology approach – initially using online surveys, followed by phone surveys to ensure that a valid cross section of customers were included.
We then conducted analysis to understand and measure the relationship between CX, emotional engagement and loyalty in order to provide a framework to understand the complex relationship that customers have with Caterpillar and the steps to take to strengthen it further.
IMPACT
2000+ CUSTOMERS COMPLETED THE SURVEY ANNUALLY.
Launched the survey across 59 countries and in 10 languages.
Developed tailored action plans based on geography, products, and corporate.
