Securing Market Leadership with Real-Time CX
How Barloworld Equipment strengthened brand loyalty and regional leadership with unified, actionable customer insights—closing the loop on customer feedback
The Challenge: Balancing Global Standards with Local Realities
Barloworld Equipment (BWE), Caterpillar's exclusive dealer in Southern Africa, faced mounting pressure to deliver consistent, world-class customer experiences. The company needed to uphold CAT's global standards while supporting local market strategies, maintaining compliance with evolving privacy laws, and adapting to new competition. Achieving this required transparent, actionable feedback across all business units and geographies—while reducing manual processes and building trust with customers.
Our Approach: Resonancy's End-to-End CX Transformation
Resonancy partnered with BWE in 2012 to design and implement a comprehensive customer experience (CX) measurement and feedback system, which has evolved and still provides compliance and intelligence to this day. We unified transaction data and customer feedback from multiple channels into an integrated platform, powering role-based BI dashboards and automated, real-time reporting for every level of the organization. Automated data cleaning, multi-channel survey integration, and close-the-loop escalation workflows with notifications ensured that feedback wasn't siloed—empowering leadership, managers, and frontline teams alike with timely, actionable insights. Throughout, we emphasized continuous improvement and strict compliance with GDPR, POPIA, and Caterpillar (CAT)-specific standards.
The Impact: Sustained Market Leadership and Real-Time Transparency
- Sustained CX Growth: Year-on-year increases in customer satisfaction and loyalty scores, strengthening BWE's market leadership.
- Operational Efficiency: 80%+ reduction in manual reporting workload, with fully automated, role-based dashboards and data exports.
- End-to-End Transparency: Real-time, actionable insights enabled fast response and measurable improvements at every organizational level.
- Continuous Value: Thirteen years of partnership and data-driven improvements, ensuring compliance, agility, and enduring brand loyalty across Africa.
I am happy to recommend the high-quality services of Resonancy. Appointed as our full-service Customer Experience and Marketing Research agency, they have worked with us over the past years to grow and adapt as required and are truly invested in our brand. We have been impressed with the level of adaptability and bespoke solutions delivered for our business which have assisted in creating tangible brand separation from our competitors.
We enjoy dedicated support at every level of the team who have ensured that we meet deadlines, make changes 'on-the-go' and deliver high quality feedback to Caterpillar and the stakeholders in our organisation.
This been invaluable for our business in a highly competitive landscape. Resonancy do an excellent job overall and partner with their clients to continuously grow value.
Looking Ahead
With unified data, real-time feedback, and actionable insights, BWE is poised to deliver on CAT's promise and drive customer loyalty—no matter how the market evolves.
Key Points
- The Challenge: Barloworld Equipment needed to deliver consistent, world-class customer experiences and actionable feedback across all units to uphold CAT's standards and compete in a changing market.
- The Solution: Resonancy implemented an integrated CX feedback system with automated data cleaning, multi-channel surveys, role-based BI dashboards for real-time insights, and close-the-loop feedback escalation for actionable results.
- The Outcome: BWE achieved higher customer satisfaction, 80%+ reduction in manual reporting time, and sustained regional market leadership through continuous, data-driven improvement.
About Barloworld Equipment
Barloworld Equipment is the sole dealer for Caterpillar machinery, parts, and services in Southern Africa, supporting the construction, mining, and energy sectors across multiple countries.
