MCFA. Mitsubishi Caterpillar Forklift America Inc. CASE STUDY THE SITUATION
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1 CASE STUDY MCFA Mitsubishi Caterpillar Forklift America Inc. THE SITUATION Mitsubishi Caterpillar Forklift America Inc. (MCFA), a leading U.S. manufacturer of high-quality forklifts and warehouse machinery, retained Aware Web Solutions to embark on a multi-year journey to transform their online presence. The successful results included a new internal web portal used to communicate with thousands of dealer employees worldwide, a mobile app to enable easy access to sales information, and a unified, responsive external website to replace multiple public-facing sites to communicate with several key external audiences. MCFA s first goal was to improve their internal portal connection with dealers throughout North and South America that sell MCFA products. MCFA s existing portal provided access to technical manuals, pricing information, product warranties, sales forms and more, but it was dated and was overdue to be reorganized and updated to align with the way MCFA dealers searched for and used the information. While the existing MCFA portal was functional, the content was organized around MCFA s business model rather than our dealers, which often caused confusion across the dealer network, said Kent Eudy, executive vice president of sales and marketing at MCFA. We were pouring time into creating sales and support materials to help our dealers, but many of the materials were underutilized because dealers couldn t easily find the resources they needed. The technology and overall look and feel was outdated and in need of an overhaul. MCFA s portal content also required translation to satisfy language needs of the company s global dealer network. Prior to engaging with Aware, translation was an entirely manual process that was prone to error and required a huge time investment by MCFA s employees. The company also desired a tool to allow dealers to access key product data on their mobile devices on the go. Because outdated information could confuse customers and jeopardize sales, MCFA wanted its sales representatives to have access to up-to-date product descriptions and pricing even when Internet service was unavailable.
2 Aware did a great job. We now have greater control of our customers and dealers web experience. We have streamlined the time spent managing our sites. The ability to post a document once and reuse it in multiple places has helped us reduce costs and eliminate potential errors. The results have significantly surpassed our expectations. Kim Carevich Manager of Marketing Communications MCFA Finally, MCFA needed to revamp their five public websites and four mobile sites to more effectively position and market their company to prospective customers. The existing multiple sites lacked cohesiveness and were all managed through separate content management systems, making it cumbersome and time consuming. And the viewing experience on a mobile device was especially difficult. From the start, Aware saw these initiatives as an opportunity to empower MCFA s employees, dealers and customers, using Sitecore as their foundation. A new portal and mobile field tool would enable its dealers to better represent MCFA s brands and products. And the new sites would give MCFA more control over its communications. In the end, we knew these tools would allow us to better engage with our dealer network and prospective customers, said MCFA s Kent Eudy. And increased engagement would lead to increased sales. THE CHALLENGES Previously, MCFA relied on outside vendors to host, maintain and manage its external websites, requiring a significant investment of both time and cost whenever content changes were made. With the move to a unified platform, the company hoped to manage such content updates internally and better leverage its overall web communications spanning from the dealer portal to the external website. Additionally, MCFA wanted to: Use responsive design, allowing the external, customer-facing site to be viewed optimally on any digital device Incorporate advanced search filters and a dealer location tool, enhancing search functions and the overall visitor experience to MCFA.com Create a streamlined workflow for language translation and content updates on non-english sites across the external website and internal dealer portal Edit content in one place and reuse it across both internal and external websites to save valuable time and reduce room for human error
3 THE SOLUTION After meeting with key stakeholders and assessing MCFA s existing and future needs, Aware created a strategic solution that involved five main components, including: A Multi-site Architecture An older version of Sitecore was used to construct MCFA s existing dealer portal. Building on this familiar platform would save MCFA the time and expense involved in acquiring and acclimating to a new technology. What s more, the updated Sitecore Experience Platform is designed in a way to fully leverage and share original content, documents and the translated information a significant time savings. Key Improvements MCFA experienced the following improvements on their external sites after relaunching their site: 25% increase in mobile traffic 10% reduction in bounce rate 15% increase in return visitors Improved Product Search Filtering MCFA maintains more than 50 product families across brands and geographic regions. Aware recommended that MCFA leverage Coveo search capabilities to improve product search functionality across all sites. Utilizing this approach, users can now filter search results by brand, class, series, category and file type. One of the largest complaints to our previous dealer portal was the search function, Eudy said. The new roll-out and functionality has vastly improved the dealer s experience in searching for materials. In fact, we now receive minimal calls to our dealer support team regarding finding documents on the dealer portal. A Digital Briefcase For Reps In The Field To help sales representatives effectively promote MCFA product and pricing information while on the road, even without Internet access, Aware implemented Accelcor Digital Briefcase, a solution accelerator built for Sitecore users. Digital Briefcase integrates with Sitecore s existing single sign-on authentication and provides access based on each dealer s individual settings. The application allows users to download current key reference materials then present them later, even when not connected to the Internet. The solution also allows lists to be created for quick access.
4 Aware Web Solutions At a Glance Our greatest strength at Aware is translating complex business needs into well-organized Web sites. Leveraging our strategic, creative and marketing insights, Aware implements robust content management solutions that are uniquely tailored to meet the needs of mid- to largesized organizations. Founded in 1998 Full service web solutions firm with a dedicated Sitecore practice group Proven experience with Sitecore s full suite of products Over 100 CMS Implementations Our teams include: - Strategists - Designers - Solution Architects - Marketers - Project Managers - Developers Better Translation Workflow To promote their global business, MCFA maintains several multilingual websites. Managing workflow as materials are reworked, sent to a vendor for translation, and then posted, is both complicated and time-consuming. MCFA followed Aware s recommendation to integrate a noted third-party translation tool Clay Tablet to seamlessly manage content translations from start to finish. The Clay Tablet translation tool has really improved how our team manages translations, said Kim Carevich, MCFA s manager of marketing communications. Because the connector tool automatically feeds content back into Sitecore, our team no longer spends time entering in translated content for the websites this saves us valuable time in addition to reducing human errors during content entry. A Custom Tool For Locating Dealers MCFA s worldwide dealer network is vast and quick identification of those dealers is critical for prospective customers visiting the MCFA.com external site and dealers searching on the dealer portal. By integrating with an existing database, Aware created a tool that enabled users to quickly locate nearby dealers and access their information. THE RESULTS Better Content Management: MCFA is now able to maintain information on its own within one experience platform, Sitecore. The company has maximized its Sitecore investment by having a customizable, common set of templates that are leveraged across multiple web and mobile sites. We don t have to rely on an outside vendor to update our sites and when we do make an update, the changes are instant and across the board, Carevich said. Improved User Experience: The new customer-facing websites have improved the user experience in multiple ways. Users have access to the multiple brands through one site versus having to search five separate desktop sites and several mobile sites as in the past. Navigation improvements have made it easier to quickly find products and locate a dealer. And the responsive design delivers an outstanding user experience on any kind of digital device. In the first few months after MCFA launched the new sites, mobile traffic climbed 14 percent.
5 Easy Offline Access: The Digital Briefcase allows MCFA dealers to extend necessary, ever-changing sales information via a simple mobile app (available via itunes and Google Play) to a far-flung field sales team. MCFA dealers can store documents or videos offline and create key product info and price lists that allow for quick sales presentations without needing Internet access. Faster Translations: Like many international businesses, MCFA translates site content to improve the user experience for dealers and website visitors who speak languages other than English. An advanced integration with Clay Tablet makes the workflow involved in translations quick and uncomplicated. The process is much simpler now, MCFA s Carevich said. This change alone has saved us countless hours. Fewer Errors: With the Clay Tablet integration, MCFA s marketing team needs to input content just once, in English, and the workflow with Sitecore automatically adds the content back into Sitecore following translation, where it s reviewed and published. This saves MCFA employees roughly 30 minutes to an hour of time every time a new piece of content requires translation. Visit MCFA External Sites > To see how Aware can offer game-changing web solutions for your company, visit us online at
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