Caterpillar Goes Back to Basics of Service Excellence with ‘We Listened’ Initiative

For Worldwide Release: February 2013
Release Number: M6PR13

Program launched to increase and strengthen product support relationship with customers

In a complex and fast-changing marine industry, identifying marketplace wants and needs – and making quick adjustments – can be a challenge. In recent years Caterpillar Marine Power Systems recognized the need to better engage and support the thousands of unique Caterpillar customers operating around the globe to insure the company was delivering on its renowned promise of service excellence.  In addition to seeking out honest feedback in regards to the present state of global Caterpillar service and support, they also sought out to learn more about the customer, their operations and potential tools to help grow their business. 

“In trying to not only improve our marine business but to better support our customers, we reached out to thousands of marine customers to get a better understanding of their challenges,” says Caterpillar Marine Power Systems product support director Jaime Tetrault.  “Hearing that voice of the customer, we have a much better understanding of their wants and needs. So ultimately we designed solutions based directly on our customer feedback.”

The ‘We Listened’ program was subsequently launched based on direct customer feedback.
The program is designed around three main components – providing customers better warranty, competitive pricing through flexible parts solutions, and more training and information about their Cat® marine engine.  The company addressed the first two components by offering a parts warranty extension as well as value-based product support solutions such as the bundled solution kits for Cat 3412 marine engines.

The third component – the need for improved information and training – led to the creation of a Marine Resource Center, found at, where customers can information, videos and repair solutions relevant to their business and take advantage of a  special offer for a free S.O.S™ oil analysis or an Operation and Maintenance Manual (OMM).  Customers who provide an email address can also receive regular updates about new offerings and other marine-related information. While all three components offer high value to customers, Caterpillar wants to affirm its commitment to communicating with all customers, regardless of how big or remote their operations are.

“We realize our customers have varying levels of communication with their local dealer, but the most basic premise of the ‘We Listened’ campaign is to ensure that each one of our customers knows we care about their business and want to optimize the performance of their Cat products through education and training,” Tetrault noted. “A great way to open that line of communication is to register on the Marine Resource Center and capitalize on the resources that have been specifically designed for our customers.”

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Note to Editors: Caterpillar rolls-out products and services in each of its territories at different time intervals. Although every effort is made to ensure that product information is released only after Caterpillar has received confirmation from our dealer network, our plants, and our marketing subsidiaries that products and services are available in the relevant region, editors are kindly requested to verify with their local dealer for product availability and specifications.

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OCEARCH repowered 3412 engines