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Unlocking CX potential


Opportunities to strengthen customer relationships by developing and conducting a multi-year program to measure changes in customer experiences, and the impact these have on emotional engagement and loyalty.


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.


Launched the survey across 59 countries and in 10 languages

Developed tailored action plans based on geography, products, and corporate

Helped build personalised frameworks based on audience segments


Customers completed the survey anually.