“Speak to an Expert”: JCB LiveLink, Next Generation. Offering the best of both worlds.
Having benefited from a sunny break, I can honestly say I am glad to be back. I appreciate as a “Millennial” a few will find this statement hard to believe. I would like to fight the “Millennial” corner by hoping my ‘Site Sunday’ articles demonstrate I am a generation that respects the vast experience this Industry relies upon, whilst keen to promote the wisdom complemented by a customer centric culture that is, its very life blood.
Over the coming weeks, my feet will literally not touch the ground. Due to the early success of Site Sunday I will be visiting numerous Customers, each with separate discussion points, all equally relevant. I will be hearing how; ultraistic mindsets are working to secure the Industries future, rapid business growth was possible through the pandemic, employee owned industries benefit customers, diversification is rampant and succession planning within family businesses is still a strong part of the Industry culture. I cannot wait!
Today, the clue is truly in the title. I am going to outline JCB LiveLink Next Generation, an exciting Telematics system. It is the next stage on from the current JCB LiveLink Classic, which has already revolutionised Customers Uptime mindset and transparency of JCB machine capabilities. Clearly, I have referenced “the best of both worlds”. The feeling within Holt JCB is the success of Telematics must be complemented by traditional communication and traditional customer service. By this symbiotic relationship we truly promote “the best of both worlds”. Bear with me whilst I set the scene, I’m confident it will resonate…
University tutoring focuses on product and customer, specifically for the degree I read; maximizing customer relationship through digitalisation. However, through my experience at Holt JCB, I feel I need to re visit those lecturers and strongly outline the necessity to re-educate students. I have now learnt that the essence of any marketing strategy is actually the teams behind the product and those teams’ ability to forge personal relationships when delivering Customer service. Without these relationships any marketing strategy will fall flat.
JCB Finance marketing strap line is “Boots on the ground”. This is the wisest strap line of them all. The JCB Finance Relationship Managers visit their Customers in person… yep…the 21st century and STILL they meet face to face. When I speak to any of our Customers, they insist they still want to SPEAK to our multiple JCB Parts Experts at their local Depots and gain advise from their knowledge. Who can blame them? Our Parts advisers are complete rock stars, it’s a privilege for me to work with them. They pride themselves in the personal relationships they continually develop with our Customers. Our Customers want to SPEAK to our multiple localised Service Teams and Aftermarket teams who are keen to safe guard their investment. Again, I can see why, they are the most technically skilled team you could ask to work with. Customers ENJOY a visit from our Territory Sales Managers; thrashing out deals in person, talking about the spec details, current market forces and in all honesty, taking them to task in person about machine opportunities.
Our Field Service Engineers are truly the heartbeat of our business, a sentiment Holt JCB’s business owners Andrew Shields and Mike Winton feel passionately. Why? Because they respect that come rain or shine, they are the skilled experts who build the relationships in person, they sell “the 2nd JCB”. Supported by our knowledgeable parts, service and aftermarket departments, they are the ones, (like our Territory Sales Managers) “out and about” seeing our Customers. Everyone wants to chat to our Service Engineers; Operators, Owner Operators, Fleet Managers, Site Managers the list goes on.
This desire to forge relationships is also replicated internally within our business, which I have had the privilege to experience. The culture is still to pick up the phone to each other and discuss ideas. I have an endless stream of visitors to my office, keen to explore how we can communicate product ranges, parts and service offering to our Customers. Our newly appointed IT Manager Reece is always so helpful with my constant “desk bombing” concerning ideas he can support me with. The Accounts team are beyond helpful when it comes to my navigation of invoicing. Our Sales Admin team quick to let me know when a photo opportunity is upon me, as they release machines. I am based in Bristol but this doesn’t create walls. Our Service Administrators Gail, based in Port Talbot, Becky and Nick based in Exeter and Monika in Bristol rarely see each other in person, yet are still culturally aligned. They are all incredibly supportive of the Depot teams they work with, the comradery they create is irreplaceable, a sentiment which Jo, Antoinette, Graeme, Michaela, Geoff, Graham and certainly Andy replicate within their roles. The stewardship is through Louise, Andrew and Mikes PA, always as keen to speak to Customers as she is the Holt JCB family.
So there we have it the “constant” is “it’s good to talk”. This resonates when one considers I have only been within Holt JCB for 10months. So, imagine how it must be for Customers we have been supplying, in many cases, for over 40years. This coupled with the staggering and commendable long service history afforded to many of my Colleagues, generates a very reassuring feeling that customers can call and “Speak to an Expert” but in most cases speak to who they regard to be a friend.
Having researched JCB LiveLink Telematics I believe Andrew is correct. With a continued communication and training strategy it truly complements all of the before mentioned.
JCB LiveLink “Classic” (as it is now known) has become a well-established and highly regarded Telematics system. JCB LiveLink Next Generation has introduced a number of new features. JCB position this as the “concierge” for our customers. From what I understand this then supports decision making whilst increasing Uptime and decreasing Admin. A new enhanced Dashboard view gives constant access to accurate monitoring and reporting data offering a transparent performance matrix. In addition, the function to store compliance certificates and safety conformity documents reduces unnecessary stress when these need to be provided. An enhanced compatibility with a JCB Operator App enables pre-start checks which I am told empowers operators who take pride in the machines they operate. Additionally the pre-start checks increase Operator Safety and forecast any potential issues that can be quickly rectified by our Dealer network.
There are many new aspects of the JCB LiveLink Next Generation causing positive chatter. For the owner operator, it is the sense that preventative maintenance, service scheduling, security, Geo Fencing and transparency of use supports a proposition for maximizing residual value. For the fleet owner and Hire industry the greatest “buzz” is the optional “mixed fleet functionality”. This allows the genuine integration of other equipment brands’ machines, feeding into the JCB Telematics system, that effectively then centralises an entire fleet’s telematics data. That in itself is mind blowing! From a marketing perspective this shows bravery. JCB are demonstrating that they are confident and comfortable in placing the JCB product on a platform with any competitor brand exposing full productivity and machine efficiencies. The imagery surrounding this is limitless. For the Customer its simpler; one dashboard, reduces admin and affords full fleet transparency.
Whilst on my Site Sunday travels from Bodmin through to Abergavenny, I will be utilising the extensive drive time to percolate the exciting communication strategy for JCB LiveLink Next Generation. If positioned correctly, it can genuinely offer our Customer this feasible concept of being “the best of both worlds”. A world leading Telematics system at Customers finger tips through an online portal and Mobile App complemented by Holt JCBs extensive yet localised product specialists who are there to verbally and physically support our Customer.
Andrew has been keen to support my understanding of the JCB Telematics system. When I discussed with him at length my understanding of JCB Live Link Next Generation he outlined;
“The JCB diagnostic capabilities allow numerous benefits to both the customer and ourselves. From a customer perspective the knowledge of tracking is a clear benefit. The deeper you dive into the JCB LiveLink system the more extensive and protective benefits become clear. Fuel management; fuel levels give a clear understanding of refueling management. A sudden reduction in fuel levels alerts customers to fuel theft. Whilst AdBlue and DPF levels are something that the industry has had to adapt to, knowing the DPF soot levels and managing regeneration, ensures constant machine productivity and safe regeneration locations are all visible through the system information.
Ensuring investments maximise their productivity is key to successful asset management. Working with skilled operators, understanding idle times and production levels, again are available through a simple reporting and live function.
The simple automation of management reports that can be available on an online portal and a mobile app at any time of the day, week or month allow owners to manage their machine fleet with accurate information rather than perception and hearsay.
Managing JCB service schedules, maintenance requirements and early diagnostics from a dealer level, allows customers to have the comfort that Holt JCB are able to support their customer assets all day every day from their dealership location. All of these functions are supported by our localised skilled Service and Parts teams who can give specific advice.
Site Safety requirements continue to be measured, ensuring heavy plant operating on busy sites are always managed. Alerts and reporting on travel speeds not only ensure sites operate under site safe regulations but also allow owners to report to their Customers and Regulators on compliance.
For our Territory Salesman the reporting functionality of transparent JCB Plant productivity is an essential sales tool. When customers utilise our extensive JCB Demonstration fleet, through JCB Telematics we are able to showcase fuel efficiency, preventative maintenance and the full security measures it affords.
By adding the What3Words functionality enables our Service Engineers to pinpoint the location of a machine. Often, they are working on new build sites with no postcode. This saves time and reduces unnecessary frustrations.
Whilst Livelink offer clear management capabilities the clear message is; we can assist you in managing your fleet to the standards you need, whilst allowing you to manage your business and your operational requirements. Partnership programs are what builds strong productive relationships and differentiates JCB from the rest.”
The “Customer journey” is the greatest discussion point in marketing. Always relevant and to be respected. Let’s take a moment to respect the “Machine journey”. This is where JCB LiveLink holds a golden nugget. We have established that LiveLink Next Generation has multiple benefits during the “Customer Journey”. When a JCB machine moves on, we can position a truly transparent life journey through its Telematics. This enables our Customers to showcase the pride they take in preventative maintenance through Service History and constant Operator checks, impacting positively on the residual value.
Andrew has warned me: “Neve, you need to live and breathe “Speak to an Expert”. Its who we are and it is what we offer.” I have to admit this conversation reminds me how often Andrew references a strap line from (what I am told) is a 90’s BT televised advertisement “it’s good to talk”. This is the premise of all marketing strategies he asks me to develop. So “marketing gold” is before me. An excellent Product in JCB LiveLink Next Generation, complemented by the opportunity for our Customers to “Speak to an Expert” within Holt JCB. I cannot wait to deliver.
