Strategic Initiatives: Customer Pillar

Since the industry is moving away from traditional distributorship and toward providing solutions, the delivery, perception, and sharing of the customer experience will determine success both now and in the future. Companies must see the customer experience as the main battleground since product innovation runs the danger of being copied or bought, and all companies want to avoid engaging in a price war. As a result, it is crucial for companies to have an end to end or 360 degree that begins with what customer wants and continues with after sales support services for competitive advantage. As Borusan Cat, in 2022 under customer pillar we have Customer Experience, Proactive Solutions Management, Key Account Management and Digital Excellence & Value Creation with E-Business aligned with our vision to be a solution provider for our customers.

Many organizations fail to recognize the value that may be achieved through enhancing the customer experience and many struggles to comprehend what actually influences the customer experience, despite their best efforts. In line with our vision ‘We create solutions for a better world’ we have formulated Customer Experience initiative. Here, it is expected to deploy customer experience measurement metrics and tools, to eliminate the gap in all Borusan Cat geographies, to build a customer experience vision by digital and physical best practices from all industries and to achieve a seamless customer experience in all territories and segments.

Problem-finding and problem-solving are something that humans do all the time. The scenario is the same in a business environment. It can be simple to respond to the difficulties that your company experiences rather than to plan ahead, however, to stay in the business, companies must proactively detect and fix the problems prior they occur. The goal of proactive solutions management is to find and solve problems before other incidents that are connected to them happen. Our Proactive Solutions Management initiative aims to deliver maximum uptime to our customers' machines with proactive before failure approach, to develop asset management structure and proactive leads in all territories with connectivity, Müneccim and Interactive Management Center(IMC) and to take the dissemination of all proactive lead sources and their active use in all countries as a visionary target and to be able to make accurate predictions on a component basis in order to provide end-to-end inventory management in the long run.

Key-account management is being controlled by “expecting the white-glove treatment” way of thinking. The sustainable, long-term success of an organization depends on its key accounts, which necessitate a major time and resource commitment. Therefore, Key Account Management initiative is formulated to optimize the governance model for seamless key account customer experience, to develop key account alliance across territories and industries, to formulate the path to acquire new key accounts and to increase Borusan Cat footprint in our key account baseline.

Nearly every element of life has been impacted by the digital transformation that is occurring all around us. E-commerce channels also have an important place in Borusan Cat's omnichannel vision and it is not only about improving the customer experience, it is also about providing a serious opportunity for customer productivity and sustainable operations. Digital Excellence & Value Creation with E-Business initiative focuses to develop e-business strategy and build and monitor deployment roadmap in Borusan Cat territories across the industries.

Businesses are becoming more and more aware of the importance of the customer experience in fostering loyalty, lowering costs, and ensuring long-term growth. Therefore, companies try to adapt and make better their processes, services, and products to achieve sustainable customer experience. We, as Borusan Cat also continuously work and improve our business models in our strategic initiatives to achieve a great customer experience that is aligned around the singular mission of delighting our customers.

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