Strategic Business Insights

Strategic Business Insights


Strategic Business Insights

Technologies Used

Competitive Analysis, Customer Interviews, Customer Journey, Stakeholder Interviews, Strategy, SWOT Analysis, User Research


As the largest dealer in South Carolina, Blanchard CAT knows machines. However, they were witnessing a change in ownership as key customers and partners turned over the business reins to the next generation. A customer service disconnect was occurring where current service efforts were no longer meeting the needs and expectations of the new, younger owners. With the personnel, resources, and software tools available, the challenge was how to combine and amplify the tools in the right way to meet the changing customer expectations and also retain the gold standard for service. ALLOY partnered with Blanchard to examine their technical resources, understand their customers, and provide strategic insight in order to product vision and innovation for the continued success of the company.


Understand the needs of a changing target audience and explore technical solutions that may effectively and efficiently meet those needs, while improving the overall customer service experience.

ALLOY designed and executed both qualitative and quantitative research involving internal stakeholder interviews, customer interviews, onsite dealer observations, and customer surveys to better understand the customers and the business. We utilized internal focus groups led by digital strategists to determine existing strengths and pain points, as well as worked with IT to examine all internal and customer-facing software solutions. Combined, these efforts resulted in two robust consumer journeys, a product vision for their digital efforts, as well as a detailed product roadmap that outlined specific priorities based on importance and complexity.

The Result

Blanchard is currently implementing key priorities in the roadmap developed by ALLOY and we continue to be a valuable partner to them as they reshape their service experience to meet the changing needs of their evolving consumers.

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