Case opens new customer centre

10 November 2009

The € 3 million 1900 m² Case customer centre in Monthyon, Paris.

The € 3 million 1900 m² Case customer centre in Monthyon, Paris.

Case has opened its new € 3 million customer centre in Monthyon, near Paris. The new facility is designed to help customers chose the right machine.

The new customer centre in France has been developed by Case in order to make the buying process for customers a much more personal experience.

The company said its new facility enables customers to easily find equipment which meets the needs of their individual job site requirements. They will also be able to try the full range of Case construction machines on the 16 Ha site which boasts four working zones dedicated to compact models, material handling, excavation and quarrying.

Speaking at the official opening, Jim McCullough CEO of CNH construction equipment said, "Before a customer comes to visit the centre we will place a call to establish what specific applications they are using and if there is anything in particular they would like to see. For example, if a client or a customer is principally involved in pipe laying then everything will be geared towards that application."

Meanwhile, the 1900 m² customer centre building includes showrooms, workshops, an auditorium and a restaurant.

At the heart of the new centre is an 80-seat glass fronted auditorium that faces onto the main demonstration area. This will allow comfortable viewing in all weather conditions, throughout the year.

Case intends to run two-day events, twice a week for up to 20 to 25 customers and dealers at a time and more than 2000 visitors from around the world are expected to visit the centre in the first year.

Mr McCullough said the newly developed site used to be a training centre but it was more orientated towards the dealer and the retail salesmen.

He added, "We can still use it as a training centre but we have one in North America which we based this model on which is very end-user focused."

He explained the new facility is not just a place for product demonstrations but will help strengthen relationships with customers.

"We want to be highly visible so customers can reach us, talk to us and ask us questions," he added.

The centre will also help protect the image of the Case brand by controlling the use of demonstration machines that are used in front of customers, Mr McCullough said.

"In Europe we have had a high number of demonstration vehicles out in the field. At one point, the year before last, I had 300 vehicles in demonstration but not all of these were in use every day so this was very inefficient.

"Added to this, the machines depreciate through wear and tear and this means that when a salesman wants the machine to appear in front of the customer it may not look how he would like it to. Some dealers have been more thorough in taking care of the machines' appearance than others and as a consequence an unfair perception can be made about the brand.

"Now we don't need those 300 machines running out in the field as customers can come and see them here," he added.

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