Why Read This
Caterpillar has encountered a dramatic shift in the buying process as its customers move to digital channels to learn about and support construction equipment. While reinforcing its traditional business model built around dealers, it is using digital technologies to improve the customer experience and drive loyalty at every customer touchpoint. This has required marketing and IT to join forces to align their efforts around a common vision of the customer experience life cycle. The result: IT has become a trusted advisor to the business, helping deploy technology that serves customers on their terms and creates competitive advantage for Caterpillar.