Corporate brand and customer loyalty

Palfinger stands worldwide for the most innovative, reliable and economical lifting solutions on commercial vehicles and in the maritime sector. As a multinational group of companies headquartered in Salzburg, Austria, the Palfinger Group has manufacturing and assembly sites in Europe, North and South America, and Asia, as well as more than 4,500 sales and service centers in over 130 countries on all continents.

Objective

The aim of this project was to provide an overview of the customer loyalty measures of competitors and relevant B2B sectors. The following questions were asked by the project team:

  • How will customer retention measures change in the future?
  • What are the new possibilities and instruments of a digitized world?
  • Will loyalty to the brand and product continue to exist?
  • Which instruments will be decisive for successful market development?

Method

The project was divided into two consecutive phases. In the first phase, potential customer loyalty measures were researched via literature. The different industries and priorities within the team were divided and investigated. Altogether, 35 manufacturers relevant to Palfinger were examined according to 18 different criteria, with the project group considering more than 600 customer loyalty measures. The results were then presented in a first meeting at the headquarters of Palfinger and reduced to a few key areas for Palfinger and five industries. In the second phase, the limited customer loyalty instruments from the respective industries were categorized and analyzed in greater detail. In the final step, the project team worked out possible points of contact for the analyzed instruments for Palfinger.

Results

The finalized result guide includes the analysis of different customer loyalty tools in the areas of service & warranty, telemetry systems, upselling, demos and community. The data was differentiated into five different industries: construction machinery, agricultural machinery, body builders, automotive industry, and direct competition. As part of the final presentation, the project team presented the individual results and discussed possible points of contact as well as new possibilities/ideas with Palfinger. Particular focus was placed on measures that have the potential to attract strong customer loyalty, and that were considered realistic for the project group. An example here includes the exact analysis of the different driver clubs:

More information at: http://www.volvoce.com

General information:

Project team:

Lukas Exenberger, Stefan Grohsmann, Monika Hirscher, Antje Schwarz, Sven Wierer

Contact Palfinger:

Stefan Seidl, Michael Völker

Project Coach:

Arno Kinzinger