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.
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.