When you think about the Cat brand, what comes to mind? Maybe you think about tractors, wheel loaders, trucks and engines—the stuff we make. Or maybe you think about everything yellow iron can do—build roads and schools and bridges, power communities and develop resources.
That’s all part of it, but the heart of the Cat brand is simple. It’s bigger than our biggest dragline, tougher than our hardest ground-engaging tools, more powerful than our largest marine engines, and more responsive than our quickest skid-steer loader.
The core of our brand is our customers, who use the tools we make to change the world. That’s why the Cat brand is more than yellow iron. Nothing happens without our customers. With them, we have a future. Without them, we only have a past.
That’s why the promise of the Cat brand is to be a champion for our
customers’ enduring success.
Our customers must be our focus, and finding ways to make them more successful must be the basis of everything that we do.
Doug Oberhelman Chairman & CEO
CUSTOMER
SUCCESS
OUR
SUCCESS
3 2
AND CUSTOMER SUCCESS IS AT
THE CORE OF WHAT WE DELIVER
OUR BRAND GUIDES
EVERYTHING WE DO
We all know the Cat brand is more than our logo. Our brand is our machines, our engines, our solutions, and our support—it’s in everything we deliver and everything we do.
Our brand is also a guidepost. It helps bring us together and direct the experience we provide to customers each and every day.
Our brand has significant power—and potential—around the world. In clarifying and communicating what we know to be true, it supports our unique business model at each stage:
A strong brand strengthens all of us. It guards our culture and unifies us as we seed
the world with the most enduring solutions.
A unique brand opens doors. It helps us grow in new markets as we spread the
truth of our excellence and dependability.
A clear brand connects. By aligning internal and customer objectives, it helps us
harvest the most fruitful relationships.
The heart of the Cat brand—the unchanging core of our existence—is a
devotion to the customer. This focus drives our seed, grow and harvest model.
It helps us continually deliver customer growth. We know this because we
are guided by two simple principles:
OUR UNIQUE
BUSINESS
MODEL
1.
Understand the need. To design quality products and deliver dependable services,we must understand our customers’ needs and align all of our efforts to those needs. We are at our best when we help them succeed—and when we listen.
2.
Amplify the success. No matter the geography or size of the endeavor, all ofour customers share the desire to succeed. Whether building a business that feeds a family or creating infrastructure that develops a nation, they all want to make a lasting contribution to better lives.
5 4
“ No puedo obtener esta
accesibilidad en ningún otro lado.”
“ The people who
support Cat products
are 100% dependable.”
“ YOUR PEOPLE HAVE ALWAYS BEEN
YOUR GREATEST STRENGTH.”
“ I’ve been in this business for a long time, and I’ve seen it all. But through
everything, my dealer has always supported me. When things are good,
Cat service is great. If I need help, though, that’s when they really step
above all the other companies and take care of me—the customer—like
no one else can. Thank you for that.”
“ Hanno la più grande
ed efficiente rete di
servizi del mondo.”
“
Отличное
качество услуг.
”
“ Sie unterstützen mich –
egal, wo auf der Welt ich
tätig bin.”
“ They fill my needs with quality products, but most
importantly, they back it up with great service.”
“代理商对我们是很大的支持。”
“ The people in the Cat dealership network
are the standard setters.”
WHEN WE ASKED OUR CUSTOMERS:
WHAT SETS THE CAT BRAND APART?
WHY DO YOU BUY CAT PRODUCTS OR SERVICES?
THEY POINTED TO OUR PEOPLE ADVANTAGE.
WE BUILT ON THESE INSIGHTS
TO CLARIFY OUR BRAND
It’s a confident statement built from the excellence of our people and our
overriding commitment to customer success. It’s a pledge to durability
and sustainability well beyond the near term. When you examine it more
closely, it is also a plan of action, measurement and accomplishment:
WE ARE
A CHAMPION
FOR CUSTOMERS
We are customer advocates focused on driving customer growth. We not only support customer objectives, we adopt them. We’re a leading company whose history of success promises future growth; we are winners serving winners.
WE DELIVER
ENDURING
SUCCESS
Our ability to deliver lifecycle value, extending short-term value to long-term growth. A reputation for surpassing customers’ expectationswith complete solutions.
OUR SUCCESS
IS CUSTOMER
SUCCESS
When customers feel the strength of our people, success follows. When customers see how relentlessly we solve problems, success follows. When customers understand how Cat products and service deliver superior long-term value, success follows.A CHAMPION
FOR YOUR
ENDURING
SUCCESS
With the powerful advantage of our people leading the way, the core
of the Cat brand is serving customers—the people who depend on our
machines, engines and ideas to put a roof over their heads, food on their
tables, and a brighter future in front of their children. This is the heart of
our brand, and we’ve summoned six powerful words to summarize it:
9 8
AYUDAR A LOGRAR UN ÉXITO DURADERO
EN NUESTROS CLIENTES
卓越支持, 成就无限
SEMPRE PRESENTE EM SEU SUCESSO
A CHAMPION FOR YOUR
ENDURING SUCCESS
МЫ
ДЕЛАЕМ ВСЁ ДЛЯ ВАШЕГО УСПЕХА
A
VOS CÔTÉS SUR LA ROUTE DU SUCCÈS
WHAT MAKES US
WHO WE ARE
WE ARE AN
EXCEPTIONAL TEAM
WITH AN UNYIELDING
COMMITMENT TO
WINNING
This is not a goal; it is a statement of fact. Every division and business unit that supports the Cat brand consists entirely of people committed to personal and professional success. It’s in our bones. Consider what this statement means:
We’re an exceptional team. Whether you are an engineer, supplier,
product designer, finance professional, dealer—no matter your expertise —we are all part of the one great global team that works together on behalf of our customers.
We’re unyielding. Call it a stubborn refusal to accept the ordinary or
a built-in passion to surpass every expectation—the people of Caterpillar never settle and never pause until every customer succeeds.
We’re committed to winning. At every level of Caterpillar, we’re fueled
by a drive to succeed. Our competitive fire burns bright because every customer’s success depends on it.
13 12
WHAT SETS US
APART
A dedication to delivering the best-built, dependable
products and solutions for a lifetime of value
Unmatched, on-the-ground team who stands behind
our products and beside our customers
A culture driven by what our customers want
and deserve
A LIFETIME OF
BEING THERE
FOR OUR
CUSTOMERS
15 14WHAT WE DELIVER
TO OUR CUSTOMERS
AN ONGOING
PROGRESSION OF BOTH
SHORT-TERM VALUE
AND LONG-TERM
GROWTH
Think of it as building together—a way to unify our customers’ immediate needs with the kinds of products and services that will serve them over many years.
An ongoing progression requires persistence and energy—and a
commitment to learning from successes and building upon them.
Short-term value helps the customer better appreciate and rationalize
our lasting impact. Gains like immediate efficiency and uptime improvements are very compatible with telling a lifecycle, durability and lower cost of ownership story.
Long-term growth and customer success are made possible by ongoing
support, quality products, unmatched rebuilds, and an overarching commitment to a lasting partnership.
17 16
Wherever our customers do business, they depend on the same character qualities that we recognize as essential to building customer success.
OUR CHARACTER
AUTHENTIC
We are upfront, down-to-earth, and hardworking
in all that we do.
STRONG
We exhibit a humble confidence in ourselves, our
products, and our solutions; we are passionate
about always improving.
RESPECTFUL
We work to understand the unique needs of our
customers, big and small; we embrace our role
as the people who work with and for them.
19 18
WHAT WE NEED
FROM YOU
A brand reputation is earned, not fabricated. It is built one moment of truth after another. This is truer of the Cat brand than of most. Whether you’re in the office, on the floor, or in the field—whether you’re building spreadsheets, machines, or relationships—every task that we undertake is an opportunity to pave the way for another customer’s success, and to sustain our own. There is no job that will not benefit from your performing in this spirit.
The people who originally built the Cat brand were committed to customer success. Today, we live and grow their brand—our brand—for the future. We innovate and grow on behalf of our customers. We champion customer success. We are winners serving winners. It’s who we are
as the people who build Cat products, deliver Cat services, support Cat solutions, and live the Cat brand. It’s what we need from each and every one of you.
BRAND.CAT.COM
© 2012 Caterpillar. All Rights Reserved.
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