Caterpillar (CX)



We were commissioned to develop and conduct a multi-year programme to measure changes in customer experiences and the impact these have on emotional engagement and loyalty – and highlight opportunities to strengthen the relationship with customers.


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.

Almost 2,000 customers completed the survey annually – from 59 countries and in 10 languages – covering all geographical regions and business divisions.

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.


This framework was also developed for each of the key stakeholder groups – geographical, product and corporate – allowing for tailored action plans.

This framework also differentiated the results by different customer segments – further enhancing the personalisation of actions taken.