Putting the Customer First is a Winning Proposition for Heavy Equipment Dealers


Dealers who sell and service agricultural and construction machinery are seeing change in the way their customers want to be served. It’s a competitive market, but a focus on the customer will help today’s dealer stand out in the crowd.

Research has shown that typical heavy equipment customers hold on to their construction or agricultural equipment longer than ever before. This means that equipment needs to be serviced more frequently, which in-turn increases the importance of dealers’ parts and service department.


In a recent survey by CRMPlus Consulting, businesses attribute 21 percent of customer churn to poor customer service, when in fact, it is actually 73 percent. Customers are looking for a simplified process to access detailed account information, manage their own and rented equipment, view invoices, statements and prior orders, browse available equipment for sale or rent, request service appointments, shop for parts, review news and alerts — and all from any device. Dealers can’t just deliver on one or two of these expectations, they need to deliver on them all.

"In today’s modern world, people are connected 24/7.  Mobile devices have become our communication hubs delivering real-time information tailored to our needs any time we need it, where ever we need it.  If a business solution does not include mobile, then the solution is not finished and does not meet the growing demand for real-time information access," said Darrel Stogsdill, CDK Global Heavy Equipment Software Engineer.

A dealership’s customers demand quicker resolutions to their equipment’s issue so it can be back out in the field as quickly as possible. A dealer demands that its service technicians service their customers as efficiently as possible. Typically, service technicians weren’t able to search parts and equipment inventory onsite. It was also difficult to track their location and the time it took them to get to a job site. Now, service technicians are always on the go with a constant need for information – anytime, anywhere. They need to be mobile and responsive to the customers growing expectations.

CDK Global recently introduced CDK MyDealer Access to enable heavy equipment dealers to offer 24/7 customer access to the information they need to keep up and running.

Related Articles