Our First Priority: Understanding Our Customers Better

The way to fully understand the needs of our customers is to understand their business. In today's world, customers prefer solutions tailored to their needs rather than standard products offered to them. As the Türkiye Country Mining Team, we prioritize understanding our customers better by conducting on-site visits to identify their needs and provide them with the most accurate solutions.

With this perspective, I am working to introduce Borusan Cat's 360-degree solutions to our customers to create a better customer experience. In this regard, I would like to share the work I have done and the solutions we have produced by providing examples from one of our key customers in the mining segment in the second quarter of 2023.

For those who don't know, our most frequently used solutions include MDA (Customer Value Agreements), our GET CVA Flexi program, SOS Analyses for Cat/Non-Cat equipment, and our Machine Shop center. We ensure that our customers can access these solutions from a single point.

I would like to explain our solutions mentioned above in more detail by giving examples from the process we experienced with our customers.

Customer Value Agreements

Customer Value Agreements exemplify our commitment to closely monitoring and consistently performing essential maintenance for our customers. In essence, these agreements can be concisely defined as our commitment to providing all necessary maintenance and support to ensure the continuous operational status of machines and units through advantageous agreements.

Before entering our CVA agreement, our customer mentioned above, used to establish large machine supply units at each construction site, taking care of the maintenance of various machines themselves. We explained the importance and advantages of CVA to our customer, who was handling maintenance on their own, and signed CVA agreement with them for the first time. Just like in this example, we elevate our customer relationships to a different level by offering solutions in every area that adds value to our customers. Thanks to our proactive solution approach, we bring our solutions to customers even in areas where competition has not yet begun. Thus, we move our business to an area where value is more highlighted than the price.

GET CVA Flexi

CVA Flexi is presented to our customers as the most flexible form of our Customer Value Agreements. We offer comprehensive solutions with packages such as Preventive Maintenance Agreement, Maintenance and Repair Agreement, and Full Maintenance Repair Agreement.

We have successfully established agreements covering all GET (Ground Engaging Tools) products throughout 2023 and 2024 for our customer mentioned above. We are committed to maintaining this trajectory in the future.

Formun Üstü

SOS Analyses for Cat/Non-Cat Equipment

For our SOS Analyses, we consistently retrieve oil samples from all customer equipment at regular intervals. Through a thorough examination of the collected oil data, we assess the equipment's conditions and provide regular feedback to our customers. While our expertise is extensive for Cat equipment, we lack an archive for Non-Cat equipment. Consequently, we inform our customers by methodically evaluating the fluctuations in oil values for such equipment. For instance, by analysing SOS samples taken from Non-Cat equipment of our customer mentioned above, we identify early malfunctions in components like engines and differentials in underground equipment, prompting timely revisions.

Machine Shop

We serve our customers with professionalism and quality above the standard. We enable them to experience this quality difference in the field with our 'Machine Shop' center.

I would like to give an example of the solutions we offer with our Machine Shop center through our customer mentioned above. In the period 2022-2023, irregularly arriving buckets caused both a work intensity for us and a disruption in deliveries. We solve this problem by organizing all the buckets that will come from our customer's construction sites in 2024. In this way, our customer can both control and monitor the budget and stock status in its operation more easily, and receive the necessary service for each piece of equipment that will come to the Machine Shop in an order without creating additional work intensity. The fact that our customer has decided to have the buckets of Non-Cat equipment made in the Machine Shop as a result of his satisfaction with the services we offer proves once again the accuracy of our solutions.

Our company purpose "We Create Solutions for a Better World" starts with doing the best we can for each of our customers. Providing such services for significant organizations in Turkey, like the customers mentioned above, fills us with pride. With this consciousness, our initial step involves identifying the specific requirements of our customers in the field. Following a comprehensive discussion within Borusan Cat and reaching a consensus on the optimal solution, we proceed to generate and implement the most effective resolution. The most important point while conducting internal negotiations is to know the customer well; if you know the customer well, the action plan determined is adopted by the customer and the problem is solved clearly. Since our agreements are structured around the problem-solution framework, the matter of pricing consistently takes a backseat. There are instances where I place significant value on not just presenting solutions to identified problems but also addressing deficiencies proactively, often before our customers even recognize them.

I dedicated approximately 6 months to prepare for the meetings and agreements with the customer mentioned above. Even though all these agreements are finalized within a single day, the development of the solution, the process of persuasion, and the establishment of trust naturally take more time. The more thorough the groundwork for each task and the greater the effort invested behind the scenes, the higher the probability of achieving success. Concluding my article, I reiterate our shared principle in the trust-based relationship we have cultivated with our customers: "Trust is not an obstacle to control!" Looking forward to encountering new successes and creating new stories together!

*We took care not to use our client's name due to copyright reasons.

Ahmet Burak GÜLEÇ

My name is Ahmet Burak Güleç, I am a mechanical engineer who has been with Borusan Cat for 2 years. Since 2021, I have been working as a PSSR (Spare Parts and Service Sales Engineer) in Borusan Cat's Mining industry in Turkey. I hold a Taekwondo black belt accredited by the Federation, received training as a swimmer-lifeguard, and play classical guitar. My hobbies include horseback riding, playing tennis and exploring new places.