Cummins Inc.

As the largest diesel engine manufacturer in the world, Cummins’ multiple business units spawned hundreds of websites and marketing strategies. New businesses and internal working groups created silos across the enterprise, each with their own mission. Because of 352’s six years of development, UX and marketing partnership, we recognized a strategic opportunity to unify and transform Cummins’ 126 external-facing websites into a shared corporate vision.


Services
BRANDING, CUSTOM WEB DEVELOPMENT, STRATEGIC PLANNING, DIGITAL MARKETING, UX DESIGN, CONSUMER AND USER TESTING
120
sites consolidated
6+
years of trusted partnership

The Cummins Challenge.

For more than 100 years, Cummins has powered the world around us, from trucks to generators to marine vessels. Yet that century of dependable performance created a number of challenges for this global enterprise.

Though Cummins.com acted as a corporate portal, each Cummins business unit maintained its own digital presence, sometimes spawning dozens of websites for a single business. Visitors to Cummins.com visited multiple pages, only to discover the information they needed could only be found elsewhere in the enterprise ecosystem.

Without a comprehensive digital strategy or customer journey, Cummins spread vital product details and corporate messaging across more than 120 websites, leaving customers frustrated without the resources they needed and the company without a platform to tell a compelling brand story.

Working together, we reimagined Cummins digital ecosystem and worked with the Cummins IT team to conceive a technical architecture that worked across the entire company.

Everyone I’ve worked with at 352 has a real sense of caring about our project. They’ve anticipated what the user might need, or what might be a delight for the user, and then gone that extra mile to include that. That is consistent; it’s not like just one or two people from their team was like that. Everybody at 352 is that way.

 

Lisa Eubank – Cummins Digital Experience Lead

The past.

In 2012, 352 built a consumer-facing site for the Cummins engines business unit. While 352 enhanced the customer experience and internal efficiencies of the engines business unit, other verticals created dozens of websites without a cohesive strategy to guide them. Through digital marketing and iterative custom development, 352 streamlined internal sales efforts with a robust intranet site and increased customer satisfaction on CumminsEngines.com to unprecedented levels.

While CumminsEngines.com was running on all cylinders, 352 saw the larger Cummins ecosystem was bogged down by internal efficiencies, a lack of a cohesive digital strategy, and a convoluted user journey. We proposed the One Cummins Strategy, a transformative reorganization built on our successes with Cummins Engines to unify a fractured digital ecosystem for a global company.

The One Cummins Strategy

352 crafted the One Cummins strategy to build a stronger Cummins brand, create a unified content strategy, and stop Cummins websites from competing against each other. 352 took a top-down approach, reviewing the competitive landscape, performing dozens of Cummins stakeholder interviews and executing multiple ecosystem maps to find customer friction points. In just two months, we streamlined Cummins’ websites down to a select few, creating new user flows that immediately began delivering value to the company and its key audiences.

The new Cummins.com provides an iterative platform that can evolve with the company while achieve four key goals:

 

A Unified Corporate Vision

Through this digital transformation, Cummins.com now serves as single messaging platform for the $19 billion enterprise. Rather than diffusing announcements, investor relations, and new product innovation across dozens of sites, Cummins.com allows the company to reach investors, employees and its legions of loyal enthusiasts with the latest Cummins news from a single source. Intuitive site structure and effective search function on Cummins.com will expedite finding the solutions users need, helping them get their work done and reinforcing a positive overall impression of the Cummins brand.

 

Universal Navigation

Cummins websites receive nearly 20 million pageviews a month. Through extensive user research and data analysis, we realized many of those were from frustrated customers reaching content dead-ends or finding a complicated path through Cummins properties. We designed and deployed a universal navigation to ensure potential customers and key audiences enjoy a clear path to critical interactions.

 

Proactive Customer Solutions

With its multiple business units and millions of engines in use around the world, Cummins faces a constant stream of customer support requests from around the globe. Beyond the pressure this puts on support staff, it presents many challenges for visitors looking for specific information or for help in their own language. 352 proactively solves these user issues with dynamic content based on user behavior or using localization services to deliver language-specific content based on IP address. This streamlined content discovery flow minimizes Cummins’ customer support load and gives visitors the information they need, when they need it.

 

Enhanced, Efficient Marketing

For the first time in Cummins history, their data tracking and marketing technologies work together through a single data framework. Using Google Analytics 360, the enterprise-grade analytics suite, 352 finally gave Cummins marketers insight into every silo and business unit, allowing them to manage a unified CRM, learn from each other, and share resources to better meet the needs of Cummins customers around the world.

The One Cummins Strategy

352 crafted the One Cummins strategy to build a stronger Cummins brand, create a unified content strategy, and stop Cummins websites from competing against each other. 352 took a top-down approach, reviewing the competitive landscape, performing dozens of Cummins stakeholder interviews and executing multiple ecosystem maps to find customer friction points. In just two months, we streamlined Cummins’ websites down to a select few, creating new user flows that immediately began delivering value to the company and its key audiences.

The new Cummins.com provides an iterative platform that can evolve with the company while achieve four key goals:

 

A Unified Corporate Vision

Through this digital transformation, Cummins.com now serves as single messaging platform for the $19 billion enterprise. Rather than diffusing announcements, investor relations, and new product innovation across dozens of sites, Cummins.com allows the company to reach investors, employees and its legions of loyal enthusiasts with the latest Cummins news from a single source. Intuitive site structure and effective search function on Cummins.com will expedite finding the solutions users need, helping them get their work done and reinforcing a positive overall impression of the Cummins brand.

 

Universal Navigation

Cummins websites receive nearly 20 million pageviews a month. Through extensive user research and data analysis, we realized many of those were from frustrated customers reaching content dead-ends or finding a complicated path through Cummins properties. We designed and deployed a universal navigation to ensure potential customers and key audiences enjoy a clear path to critical interactions.

 

Proactive Customer Solutions

With its multiple business units and millions of engines in use around the world, Cummins faces a constant stream of customer support requests from around the globe. Beyond the pressure this puts on support staff, it presents many challenges for visitors looking for specific information or for help in their own language. 352 proactively solves these user issues with dynamic content based on user behavior or using localization services to deliver language-specific content based on IP address. This streamlined content discovery flow minimizes Cummins’ customer support load and gives visitors the information they need, when they need it.

 

Enhanced, Efficient Marketing

For the first time in Cummins history, their data tracking and marketing technologies work together through a single data framework. Using Google Analytics 360, the enterprise-grade analytics suite, 352 finally gave Cummins marketers insight into every silo and business unit, allowing them to manage a unified CRM, learn from each other, and share resources to better meet the needs of Cummins customers around the world.

The Road Ahead.

352 made strong foundational strides with One Cummins in 2017, redesigning Cummins.com from the ground up. The first phase of One Cummins delivers improved content organization, elevated brand representation, and an all-inclusive newsroom to find, share, celebrate brand stories.

One Cummins creates a modular framework to continually improve and transform the company’s digital ecosystem. While Cummins power and dependability drove its success for the last century, 352’s digital strategy will ensure Cummins remains a powerhouse ready to meet the challenges of the century to come.