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DEAR COLLEAGUES
When you think about the Cat brand, what comes to mind? Maybe you think about tractors, wheel loaders, trucks and enginesthe stuff we make. Or maybe you think about everything yellow iron can dobuild roads and schools and bridges, power communities and develop resources. Thats all part of it, but the heart of the Cat brand is simple. Its 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. Thats 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. Thats 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.
CUSTOMER SUCCESS
OUR SUCCESS
1. 2.
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 succeedand when we listen. Amplify the success. No matter the geography or size of the endeavor, all of our 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.
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
Ive been in this business for a long time, and Ive 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, thats when they really step above all the other companies and take care of methe customerlike no one else can. Thank you for that.
Sie untersttzen mich egal, wo auf der Welt ich ttig bin.
They ll my needs with quality products, but most importantly, they back it up with great service.
With the powerful advantage of our people leading the way, the core of the Cat brand is serving customersthe 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 weve summoned six powerful words to summarize it:
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
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OUR CHARACTER
Wherever our customers do business, they depend on the same character qualities that we recognize as essential to building customer success.
AUTHENTIC 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.
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BRAND.CAT.COM
2012 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the Power Edge trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. PEDJ0126 Printed in the USA