materialhandlingupdate LIFT TRUCKS
INSIDE THE CUSTOMER’S MIND
Lift truck makers employ a number of techniques to find
out what their customers think of their products. Although
each manufacturer’s combination of methods is unique,
they typically rely on the following four
approaches to solicit feedback:
▪ Customer surveys. All of the manufacturers we talked to use surveys to
collect routine information. In some
instances, it’s a multistep process.
That’s the case at Cat Lift Trucks, which
is part of Mitsubishi Caterpillar
Forklift America Inc. Shortly after a
truck is delivered, the manufacturer
and dealer check in with the customer
to ask about the delivery experience
and the truck’s condition upon arrival.
Several months later, they conduct a
follow-up survey, this time asking
about the truck’s performance.
▪ “Voice of the Customer” research. A
common tool is the Voice of the
Customer (VOC), a complex research methodology that, in
very simplified terms, involves cross-functional interview
teams asking customers about their experiences and their
needs. The method also prescribes ways to analyze and make
use of the detailed information that is gathered. “Voice of
the Customer doesn’t always lead to a particular [equip-
ment] feature,” notes Fred Mallett, director of new product
programs at Cat Lift Trucks. “Rather, it
identifies a need the customer has that
requires a solution.”
SAFETY CONCERNS LED TOYOTA TO DESIGN A
SAFETY HANDLE WITH AN INTEGRATED HORN
BUTTON THAT LETS DRIVERS HONK WHILE IN
REVERSE WITHOUT TAKING THEIR HANDS OFF
THE HANDLE.
PHOTO COURTESY OF TOYOTA
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