CUSTOMER IS KING

Construction equipment manufacturing companies have been maintaining the stance of living up to or excelling customers’ expectations for quite some time now. They have been coming up with innovative after-sales service offers that keep customers lured to their preferred equipment manufacturer for a long time. This trusted two-way relationship has only strengthened in the last few years and will continue to happen so as these leading companies are leaving no stones unturned to not only sustain their customer base but even expand that to grab greater market share. Through this Cover Story, we track some of the companies’ pathbreaking initiatives that truly resonate with ‘Customer is the King’ philosophy… writes, PRERNA SHARMA.

While writing this story, I stumbled upon the quote of Mr. Joseph Cyril Bamford on JCB website, which stated, “Our customers can get along without us. We can’t get along without them. That’s continued to be our customer service mantra ever since.” Nothing can best describe the crucial importance of aftersales service in today’s times. Customers today have become the biggest decisive factors of a brand’s survival and sustenance. In a bid to build and maintain a strong relationship with the customers and turn them loyalists, leading construction equipment companies have been coming up with innovative offerings for their customers.  

As Deepak Shetty, CEO & MD, JCB India, said, “Innovation has been the cornerstone of our operations in India for over four decades. At JCB, the customer is at the centre of all our efforts.” The JCBNXT 215 LC Fuel Master has been extensively engineered to reduce fuel consumption by 14% compared to the previous model. It has been tested for demanding working cycles for Indian operations and significantly benefits customers through reduced operating costs.

This has been possible through optimised Hydraulics using JCB’s Intelliflow Hydraulics technology. The machine now gives real-time fuel consumption data through the onboard interface screen as well as over LiveLink which is JCB’s innovative remote monitoring solution.   Improvement in fuel efficiency can lead to an estimated savings of Rs. 2.90 Lacs per year, a direct saving for JCB’s customers. In addition to this, new feature of auto engine long idle stop avoids wastage of fuel wastage in case engine is idling for long.

After a phenomenal post covid boom for Industrial OEMs (Original Equipment Manufacturers), they now face a challenging and uncertain future. In order to compete, win and create a long-term sustainable growth trajectory; OEMs are increasing their focus on aftersales lifecycle services—Which includes support, provision of parts, repair, maintenance, upgrades, retrofits, advanced services and digital services for the lifetime of equipment they sold. Here is how leading companies are acing the aftersales game…

Komatsu India and L&T Construction & Mining Machinery have introduced the revolutionary Machine Care Program (MCP-5), a pioneering initiative in the Indian construction equipment sector. Exclusive to Komatsu Hydraulic Excavators PC205-10M0 and PC210/PC210LC-10M0, this 5 Years/12,500 Hours* powertrain warranty program optimizes equipment performance, redefining customer satisfaction. Key highlights include digitally enabled service with 1 year of complimentary filters, comprehensive support with energy-saving training and regular maintenance, access to genuine Komatsu parts, and predictive maintenance through KOMTRAX & KOWA technology. L&T Construction & Mining Machinery’s extensive nationwide network ensures unparalleled sales and after-sales support, making MCP-5 a game-changer for construction industry efficiency, productivity, and reliability. Experience true peace of mind with Komatsu Hydraulic Excavators under the unique MCP-5 program.

Ashok Leyland recently inaugurated ‘Mini Expo’ in Bhubaneswar, showcasing its latest innovations in Medium and Heavy Commercial Vehicles (MHCV). Bhubaneswar is among the 11 exclusive locations across India selected for this expo, to demonstrate the company’s commitment to innovation and customer engagement. Sanjeev Kumar, President – MHCV, Ashok Leyland said, “The Mini Expo in Bhubaneswar marks a significant milestone as we continue to lead the way in the commercial vehicle segment. Odisha and Eastern India at large, have been a key market for us. We have always recognized the potential this region has and we are excited about the opportunities that lie ahead in this geography. The Expo is an opportunity for customers to experience our capabilities in driving the future of mobility. We are confident that our vehicles, coupled with our extensive aftermarket solutions, will demonstrate our dedication to providing comprehensive transportation solutions to our customers. We look forward to engaging with our customers and stakeholders at Bhubaneswar.”

In another update, Ashok Leyland inaugurated its state-of-the-art Uptime Solution Center at Ennore. The future-ready facility, with its cutting-edge technology and proprietary predictive analytics, is designed to revolutionize the aftersales landscape by ensuring maximum fleet utilization for commercial vehicle operators across India. The advanced ‘Uptime Solution Center’ brings together teams from Aftermarket, Vehicle Engineering, and Field Quality to proactively support Ashok Leyland customers across the country by promptly troubleshooting and resolving technical issues.

Ashok Leyland has a nationwide network of over 52,000 touchpoints, including Dealers, Authorised Service Centers, SASSY, Parts Distributors, Exclusive Parts Stores (ALRPS), AL Parts Retailers and AL Mechanics, all of which are seamlessly integrated with the Uptime Center. This network integration guarantees effective coordination and communication, facilitating quick repairs, easy access to parts, and improved service assistance.

In the Commercial Vehicle and Logistics industry, there is a common saying that earnings only happen when the vehicles wheels are turning. Eicher Trucks & Buses, a business unit of VE Commercial Vehicles, has been setting benchmarks in providing a connected ecosystem to its customers through 100% connected vehicles supported by industry first uptime centre and first-of-its-kind next-generation fleet management app, My Eicher. Successfully serving, 1,15,000 customers across India, MyEicher now connects over 2,75,000 trucks and buses to Eicher’s Uptime Center.

With three key functions including enhanced fleet management support, superior uptime assistance, and smart fleet solutions, the award winning MyEicher app acts as a centralized platform for services addressing customer needs through their vehicle ownership journey. The key services include in-depth fleet health assessment, efficient fuel management, comprehensive fleet insights, superior aftermarket services and systematic trip management services. To ensure excellent fleet health, Eicher’s industry-first Uptime Centre tracks all the connected vehicles 24×7 to monitor driving conditions and vehicle health. Through its Artificial Intelligence (AI) and Machine Learning (ML) powered predictive diagnostics service, Eicher experts can detect potential damage to the vehicle in its running conditions and alert customers through call and predictive uptime alerts via My Eicher App. Customers also receive information about the nature of the fault, recommended action (through videos & documents) and status of the support issue. They can view the live vehicle cluster in real time to track their vehicles’ health and performance.

Daimler India Commercial Vehicles (DICV), a wholly owned subsidiary of Daimler Truck AG (“Daimler Truck”), has announced a strategic partnership with Bajaj Finance, part of Bajaj Finserv Group, one of India’s largest financial conglomerates to offer tailored financing solutions for its commercial vehicle customers and dealerships. This collaboration aims to enhance the accessibility and convenience of financing options across DICV’s entire commercial vehicle portfolio. As per the Memorandum of Understanding (MoU) signed by DICV and Bajaj Finance, innovative financial products will be specifically designed to meet the diverse needs of DICV’s growing customer base, enhancing flexibility for businesses looking to acquire commercial vehicles.

Venkateswaran, President & Chief Business Officer, Daimler India Commercial Vehicles, said, “We are delighted to partner with Bajaj Finance, as this enables us to offer enhanced and accessible financing solutions to our customers. This collaboration strengthens DICV’s ability to provide superior Total Cost of Ownership (TCO), representing a significant advancement in our commitment to deliver exceptional value and support. This partnership helps our customers grow their businesses with confidence and capitalize on new market opportunities.”

The partnership will offer customer-focused finance solutions with faster turnaround times for loan approvals, streamlined credit appraisal processes, and customized financing options to suit various customer needs. Bajaj Finance will provide a comprehensive range of finance products with flexible terms and conditions to cater to different business requirements.
The enhanced accessibility and convenience provided by this collaboration will improve access to funds for fleet owners and dealerships, ensuring a seamless and hassle-free financing experience.

Commenting on this partnership, Anup Saha, Deputy Managing Director, Bajaj Finance, said, “Our partnership with Daimler India Commercial Vehicles is unique and set to redefine customer experience in the commercial vehicle financing space.  We are rolling out bespoke solutions for various customers from single truck owners to fleet operators providing them flexible financing options designed to optimize their cash flows and fuel their business growth. Our digital solutions leveraging the India Stack make the experience of owning commercial vehicles swift and seamless. The commercial vehicle industry is showing immense promise. Daimler’s state-of-the-art products and the tech-led financing experience of Bajaj Finance will empower small and large fleet owners alike. The partnership will enable us to jointly contribute to the growth of India’s logistics and transportation sectors.”

Volvo CE’s aftermarket services play a pivotal role in enhancing customer satisfaction and equipment longevity. Dimitrov Krishnan, MD, Volvo CE India Pvt Ltd., stated, “We offer a comprehensive suite of services, including Uptime Services, Safety Services, Fuel Efficiency Services, and Productivity Services. These services are designed to maximize equipment uptime, minimize operational costs, and improve overall productivity for our customers. Volvo CE’s Financial Services further support customers with flexible financing solutions tailored to their business needs, ensuring seamless equipment acquisition and operational efficiency.”

At Volvo CE, the integration of technologies like AI-driven predictive maintenance plays a pivotal role in our aftermarket services by improving machine uptime and minimizing unexpected downtimes. These tools allow service teams to proactively address potential issues before they lead to major failures, ensuring smooth operations for our customers. Additionally, the insights from machine performance analytics help us offer more precise and tailored maintenance plans, leading to reduced total cost of ownership (TCO).

He added, “Our aftermarket support extends beyond immediate repairs, focusing on long-term customer profitability. By leveraging these technologies, we ensure that machines run at their optimal performance while also offering flexible financing, rapid spare part availability, and a highly trained network of service technicians. All of this combines to deliver a comprehensive aftermarket solution that maximizes machine efficiency and value throughout its lifecycle.”

Volvo CE’s advanced technologies significantly enhance productivity by delivering real-time machine data that improves accuracy and optimizes operations. Innovations such as CareTrack and AI-driven predictive maintenance reduce fuel consumption, prevent downtime, and enhance operator efficiency, resulting in increased uptime and lower repair costs.

CASE Construction Equipment, a brand of CNH, has expanded its network by appointing a new dealer partner in Vijayawada. The new facility, SEPS (Srinivasa Edifice Power Services), is located in Srinivasa Nagar Bank Colony, Vijayawada, offering a wide range of products along with comprehensive after-sales support and spare parts. The new dealership will also cater to the neighboring regions such as Guntur, Krishna, East and West Godhavari, Vishakapatnam, Vijayanagaram and Srikakulam.

Speaking about the strategic partnership, Shalabh Chaturvedi, Managing Director, CASE Construction Equipment – India & SAARC region, said, “The opening of this dealership in Vijayawada marks a significant enhancement of our market footprint in southern India. This facility is strategically located to serve the growing demands of the region’s construction sector, offering a complete range of innovative products and services. We at CASE, are committed to support the government’s focus on infrastructure development in the country by providing reliable equipment and robust after-sales support, ensuring our customers are fully equipped to meet the challenges of modern construction projects.”

This state-of-the-art facility will offer CASE’s full range of construction equipment and deliver a comprehensive customer experience. It will meet customer needs with amenities such as a fully equipped workshop, a training and conference room, availability of genuine parts, a team of skilled sales & service engineers, an upcoming telematics centre, and a customer lounge.

According to Puneet Vidyarthi – Head of Marketing And Business Development, India & SAARC, Case Construction Equipment, “At CASE, we are committed to aligning our aftermarket services with the evolving needs of our stakeholders and the construction industry. Technologies like FLEETPRO have been instrumental in streamlining spare part procurement for aged equipment, ensuring that even older machines remain operational. Our extended warranties and service packages, such as ‘CASE Protect’ and ‘CASE Care,’ leverage these technologies to provide comprehensive support, predictive maintenance, and faster service responses. These initiatives have enhanced customer satisfaction by minimizing downtime, optimizing machine performance, and offering peace of mind, all backed by CASE’s 180-year legacy of excellence and customer commitment.” He added, “At CASE, our Aftermarket services have been significantly bolstered through the strategic incorporation of cutting-edge technologies. With a network comprising 70 dealers and 200 touchpoints, we pride ourselves on delivering exceptional support to our valued customers.”

The implementation of digital connectivity and monitoring solutions allows for real-time assessment of machine health, facilitating proactive maintenance and minimizing downtime. Data analytics plays a pivotal role in predicting maintenance needs, ensuring timely preventive measures and reducing the likelihood of unexpected breakdowns. Our advanced inventory management systems optimize the availability of replacement parts, contributing to faster turnaround times for repairs and services. Engaging customers through digital platforms enhances communication, allowing for seamless scheduling of services and access to pertinent information.

The recent launch of FLEETPRO, a brand exclusively catering to existing CASE customers for Parts and Service demands, further exemplifies company’s dedication to providing comprehensive aftermarket solutions. These technological advancements collectively reinforce our position as a leader in the industry, ensuring that CASE continues to deliver exceptional support and peace of mind to our customers throughout India.

Caterpillar is a technology leader in the industry and has a 100+ year history of product innovation and development. Amit Bansal, Director – Sales & Marketing, Building Construction Products (BCP), Caterpillar India Pvt. Ltd., mentioned, “Our technology strategy stems from a evaluation of where and how our machines will operate in the long term. Guided by this assessment, our primary focus lies in elevating customer experiences through intelligent solutions. Our products are ahead of time and to make this happen, our R&D teams are constantly working with dealers and customers to understand what they expect when they buy a machine for their jobsite. Sustainability is integral to our technology development strategies and permeates our New Product Introduction (NPI) process. We are committed to not only meeting but exceeding the expectations of our customers while ensuring that our innovations align with environmental and social sustainability goals.”

He further stated, “We offer comprehensive product solutions to our customers which are a combination of technology, financial and aftermarket services. Our Cat Financial services help customers to make the best choice to support their business no matter how big or small, whether it be for new or used Cat machines or for repair/ rebuild options to keep their current machines operational. Cat Financial provides retail and wholesale financing solutions and extended protection products to Cat customers and dealers for the complete line of Cat machinery and engines. Whether the customers are looking to finance equipment, acquire working capital, improve cash flow, or protect their investment, Cat Financial understands the customers’ businesses and has the solutions to fit their needs. The ease and speed of equipment financing can significantly influence customer buying decisions. Streamlined financing processes with competitive rates and flexible terms can encourage customers to invest in equipment, ultimately boosting sales. Quick approvals and minimal paperwork are key factors in facilitating this process, making it more accessible and appealing to potential buyers. We offer quality service throughout the life cycle of equipment including purchase, protect, manage, and resell.”

“As a company, we are committed to understanding the needs of our customers. Our innovative products and solutions help them maximize value and minimize their total cost of operation. There is a growing reliance on aftermarket services with a focus on digital-enabled solutions to establish customer loyalty. After-market products serve as a strategic differentiator for Caterpillar Backhoe Loaders (BHLs) by enhancing customer satisfaction and extending machine life thereby giving best return on investment to customers. This customer-centric approach fosters brand loyalty and competitiveness in the construction equipment industry. We offer ‘Aftermarket Performance Customer Value Agreements’ (CVAs), to support hassle-free service to customers at any point in the machine lifecycle to help maximize machine performance and utilization. This includes dealer technician support using genuine Cat parts for certain planned maintenance and fluid health management to help identify issues before they cause unexpected downtime. Customers can contact their dealer to know more about CVAs and other offers. The improved analytical and service capabilities such as telematics, inspections, SOS Services, as well as eCommerce platforms like www.parts.cat.com, and other dealer specific mobile applications are making it easy for our customers to own, operate and maintain the equipment at a click of a button,” he added.

According to Dheeraj Panda, MD, Ammann India Pvt. Ltd., “At Ammann, our aftermarket services are a key strategic differentiator that sets us apart in the competitive RMC equipment market. We understand that maintaining the efficiency and longevity of our machines is crucial for our customers, which is why we have developed a robust support system to ensure seamless operations.”

Ammann’s aftermarket services include comprehensive maintenance programs, timely spare parts availability, and expert technical support. With a wide network of service centers and skilled technicians, we provide rapid response times to minimize equipment downtime and keep projects on schedule. Our digital service tools, including remote diagnostics and troubleshooting through telematics, enable us to proactively address potential issues before they impact operations, ensuring uninterrupted performance.

Additionally, the company offers customized training programs for operators to maximize the capabilities of Ammann equipment, ensuring safe and efficient use of its machines. This empowers clients to get the most out of their investment, with reduced operating costs and increased productivity.

VG Sakthikumar, CMD, Schwing Stetter India, agreed and shared his stance on the importance of after-sales service, “At SCHWING Stetter India, we believe that service is the key to success. Our commitment to customer satisfaction is demonstrated through our extensive service network of over 25 dealerships across the Indian sub-continent. These dealerships provide prompt and efficient aftermarket services, ensuring our customers receive the necessary support to maintain peak operational efficiency. This strategic approach to aftermarket services sets us apart in the industry, fostering long-term relationships with our clients.”

He added, “Our aftermarket services distinguish us from competitors. We offer comprehensive support, including spare parts availability, preventive maintenance contracts, and remote monitoring through IoT technology. Additionally, we provide technical assistance, customer feedback programs, and loyalty rewards to ensure customer satisfaction. Our goal is to provide a seamless experience throughout the lifecycle of our equipment, minimizing downtime and maximizing productivity.

SCHWING Stetter India’s comprehensive aftermarket services are a key differentiator. The company provides an extensive service network across the country, ensuring that customers can access spare parts and technical support whenever needed. Its maintenance programs are designed to reduce downtime and extend the life of the equipment.

Additionally, it also offers training programs to operators to improve operational excellence and safety, further enhancing the reliability and performance of our machines. Schwing Stetter machines are equipped with state-of-the-art telematics systems, AI-driven analytics, and automated operational features. Telematics offers real-time data on fuel usage, engine performance, and location tracking.

AI-enabled diagnostics provide predictive maintenance alerts, ensuring that machines are serviced before critical failures occur. For our end users, these digital technologies translate into improved equipment uptime, reduced operational costs, and enhanced safety on job sites. Additionally, the ability to monitor machines remotely reduces the need for on-site personnel, cutting labor costs and ensuring precise control over project execution.

“These technologies have revolutionized our aftermarket services by enabling proactive service models. With real-time data from telematics, we can monitor the health of machines and offer predictive maintenance services, reducing the likelihood of equipment failure. This allows us to provide timely spare part replacements and pre-emptively schedule maintenance, minimizing downtime for our customers. AI-driven analytics have also allowed us to create more customized service packages based on the unique operating conditions of each machine, enhancing overall customer satisfaction and improving equipment longevity,” he added.

In an industry where timely delivery and reliable supply chains are crucial, APL Apollo has made significant strides in strengthening its distribution networks. The company has established a robust network of dealers and distributors across the country, ensuring that its products are readily available to customers, regardless of their location. Additionally, APL Apollo’s investment in digital platforms has enhanced its supply chain efficiency. The company’s online portals and mobile applications provide customers with real-time updates on order status, inventory levels, and delivery schedules. This seamless integration of technology into its operations has not only improved customer satisfaction but also streamlined internal processes.

Sanjay Gupta, Chairman, APL Apollo, highlighted, “At the heart of APL Apollo’s success lies its unwavering focus on customer satisfaction. The company continuously engages with its customers to understand their evolving needs and preferences. This proactive approach allows APL Apollo to tailor its products and services, ensuring they align with market demands. APL Apollo’s commitment to quality and customer-centricity is further reflected in its extensive customer support services. The company offers technical assistance, on-site consultations, and training programs to help customers maximize the value of its products. By building strong relationships and providing exceptional support, APL Apollo fosters long-term loyalty and trust.”

All these customer-focused initiatives reflect companies’ relentless spirit to keep driving operational excellence and up the equipment performance and efficiency.

In the end, machinery manufacturing businesses cannot afford to underestimate the importance of after-sales service. It is a strategic imperative that goes beyond mere customer satisfaction—it drives customer loyalty, revenue growth, brand reputation, adaptability to market changes, and compliance with safety standards. By focusing on after-sales support, manufacturers can create a sustainable business model that benefits both customers and the company in the long run.

Fast Facts

• Recent research reveals that 83% of consumers are willing to make a repeat purchase from a company that offers excellent after-sales support. For machinery manufacturing businesses, this means establishing a strong bond with customers beyond the initial sale.
• Prompt maintenance, troubleshooting, and responsive customer service contribute to overall satisfaction, fostering loyalty and repeat business.
• Top industry review highlights how companies can  increase profits by up to 125% through successful after-sales service strategies.
• Positive after-sales experiences contribute to a strong brand image and positive word-of-mouth marketing.