New Holland Agriculture, a CNH Industrial company, offers a broad offering of agricultural machinery and equipment, global presence, customer proximity through a strong dealer network and leading solutions for profitable and sustainable agriculture.
AN INTEGRATED SYSTEM TO CREATE VALUABLE RELATIONS BETWEEN BRAND AND CUSTOMER
STST (Shoulder To Shoulder Tool) is one of the main tools for New Holland Dealers and Sales Network, offering a broad base of information and resources about ranges and products, including:
- videos on products and technological solutions;
- news (press releases, press reviews, bulletins, promotions, events, media kits);
- competitive comparisons;
- training contents.
The collaboration of New Holland with AND EMILI on STST, which began in 2014 with version 3.0, arrives in 2019 at STST 4.0: a profound revision focused on the dialogue between brands, markets and dealers.
CO-DESIGN: MAKING BUSINESS OBJECTIVES AND USER EXPECTATIONS MEET
As for version 3.0, the work on STST 4.0 started from users' needs: in October 2018 we sent a survey to dealers in various European countries, in order to identify the main expectations of users towards the tool. We then shared the results with the stakeholders in a co-design process, identifying the directives of the new project: a direct line between markets and dealers, rapid communication of initiatives, promotions and product news in order to seize opportunities more quickly.
CONTINUOUS DIALOGUE BETWEEN THE SALES FORCE AND THE MARKET
With the new version, STST becomes a channel for sharing constantly updated information between the market and the dealer network. The individual markets autonomously manage contents (texts, videos, documents, images ...) thanks to the CMS from AND EMILI, a Content Management System that allows different levels of access: global administrators who manage the platform as a whole, editors working on individual markets.
CUSTOMIZED ON SALES PERSON'S NEEDS
The STST platform offers the dealer MY STST, a section in which salespeople can create and organize their folders in order to:
- have them ready for a customer visit;
- organize contents according to personal criteria.
STST thus becomes a fundamental tool for the efficiency of the commercial strategies of the markets and of individual dealers.
A PLATFORM ALWAYS AVAILABLE IN EVERY CONDITION
With poor connectivity, in offline mode, on desktop or on mobile devices: salespersons can leverage at any time all the assets to support their business. By accessing from the responsive website or from a dedicated application (iPad / Android tablet), dealers can customize the platform, choosing products and information to show to their customers.
Product sheets, videos, news, brochures, walkarounds and much more are available, easily available thanks to a quick search matching user-defined criteria.