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Moving beyond customer service excellence, there are several Toward best-in-class customer focus
new age companies who are taking innovative measures in In becoming a customer-first organization, construction equipment
offering ease to customers, be it through product innovations or companies need to cement a stronger relationship with their
solution innovations. For instance, one of the main USP of Esquire dealers. In turn, dealers can use their extensive knowledge and
Mixer cum hoist is that the materials can be mixed and the same networks to increase their engagement with customers and act as
machine with the hoist also transports the concrete to a height of advisers. They can stimulate interactions among customers—for
40m, so it becomes very handy for the customer. “We also have example, by hosting quarterly equipment forums—and provide
a small mixer with a petrol engine which is very compact and deep content knowledge to customers on topics of interest
very easy to transport to sites. Today if a customer has to transport such as equipment electrification, used-equipment value, and
a similar mixer from one site to another, he has to spend a big the benefits of connected equipment. Dealers are optimally
amount for transportation. Our small mixer positioned to offer tailored advice to customers (for example, how
can be put in a small van or even in a 3 to lower TCO) given their deep understanding of both customers
wheeler transport vehicle and transported and their equipment. Dealers could also create opportunities for
to one site to another. We have also come customers and OEMs to collaborate on product development.
up with a miniature version of this mixer Not only this, the partners can leverage connected equipment
as there is great demand for compact to perform maintenance as needed and design a digital service
and cost effective machines,” shares journey with seamless scheduling, payments, and equipment
S.Gladston, MD, Esquire Machines Pvt. Ltd. status updates. These efforts have led not only to increased
Rossi is perhaps the only company present in the Indian market that aftermarket service and parts revenue but also to increased new
gives up to 3 years warranty for its products and this is an additional equipment sales because of an improved customer experience,
USP for its products. Elaborating further, Hemant Mohindra, MD, according to McKinsey analysis.
Rossi Gearmotors (India) Pvt Ltd., stated, “We have a complete To continue to thrive in this new environment, all the stakeholders
network all over India of our sales and of the segment, be it manufacturers or their dealers, must invest
systems service people and we have also now to build the sales and service organizations they will need to
tied up with local partners pan-India to take operate as digitalized, customer-centric businesses. To achieve
care of after sales service. Earlier customers this vision, they need to have the confidence to disrupt themselves.
had to send our product to our factory at Now is the time to define opportunities to better serve customers,
Coimbatore but now our people reach out develop competitive differentiators, and translate these into
to them and service their requirements. We strategic initiatives such as analytics use cases, lead enrichment,
also stock all components and ship to our and digital-sales front ends. Good news is that construction
customer location.” equipment industry has already embarked on this journey and are
Anjali Pandey, Engine Business & Components Business set to reap the benefits of the first-mover advantage as they move
Leader, Cummins India, said, “Tough terrains demand tougher ahead. Organizations need to ensure that they are designing
equipment, and no one makes tougher construction engine offers that a set of customers love so much that they are willing
systems than Cummins. to tell others. This means that they need to keep a pulse on what
Our construction engines are known for their customers are thinking, saying, and doing to continuously refine
durability and reliability, producing more and improve offerings. Leaders must quickly sift between what is
responsive power delivery with minimal relevant versus what is noise.
maintenance costs. Thus, translating to Once they are able to implement a forward-looking model
maximum uptime and best TCO for our that encompass all these parameters, the journey to customer
customers.” acquisition & retention will be far easier and smoother.

22 CONSTRUCTION OPPORTUNITIES|SEPTEMBER 2022