The case study describes the construction equipment company Caterpillar’s approach to customer service, in particular its commitment to meeting customer’s technical and emotional needs before they are aware of having them.
Goffin, K. (2017, July 31). Caterpillar: a service brand for customer peace of mind [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved September 21, 2017, from https://hstalks.com/bm/3560/.