'What's Next?, Next is New Hyundai' Campaign

"New Hyundai" will lead the innovation of construction equipment.

-     Enhancing interactions with customers and beefing up content competitiveness so customers experience the innovative values of "New Hyundai" across a range of on and offline channels

-     Accelerating the innovation cycle with an ever-diversified customer care program designed to expedite responses to VOC and improve the customer experience

This year, Hyundai Construction Equipment (HCE) launches its "What’s Next?, Next is New Hyundai" campaign on a full scale to innovate the customer experience across a variety of on and offline channels. HCE will communicate with customers through new and effective channels encompassing on and offline channels such as websites, social media platforms, offline sales points, sports arenas, and other mediums and further enhance customer care programs to promptly reflect customer feedback and insight on the entire business spectrum covering marketing, operation, sales, R&D, etc.

HCE has planned the campaign with the aim of bolstering its brand equity in the mid- to long-term, with a variety of business functions including sales, product planning, product strategy, marketing, development, quality, testing, high-care, and more to be represented in the campaign activities.

Transformation of brand image perceived by customers

HCE will showcase its technological prowess by leading the global construction machinery market on YouTube, brand book, and brand journalism initiatives.

44 customers in 10 metropolitan cities and provinces including Gyeongnam, Gyeongbuk, and Jeonbuk provinces were interviewed on their experience from April 19 to 23. HCE employees listened firsthand to the voices of customers on the distinguished features of HCE excavators in terms of smooth operation and delicate rotation as well as the significance of continued improvement in terms of leveling performance, durability, usability, and prompt after-sale-service, sharing useful information on equipment history and performance with customers. HCE will continue to consult with more customers across extensive user sites on their practical needs and be more responsive in addressing their needs. Customer feedback gathered by the VOC program will be reflected on product and service offerings and dealers will be supported more extensively in terms of their VOC responses.

Furthermore, Deputy Manager Woo-jae Yoo of the Product Strategy Department at HCE and President Myeong-han Lee of Engcon Korea appeared in a news video clip to explain the value of a new tilt rotator component.

HCE vows to promote their new technologies and get closer to its many customers by launching corporate and product promotion videos, organizing customer engagement events, and collaborating with popular YouTube channels.

This year, HCE’s brand book and brand journalism have focused on customer values and innovative technologies rather than product specifications, incorporating the critical values of reliability and truthfulness in its content. Customers will be proactively engaged and profound insight delivered to allow customers to find the significance and value of our corporation.

Until now, customers have associated HCE as a conservative and distant corporate company. However, HCE will try to turn customer perception around this year with the "What’s Next?, Next is New Hyundai" campaign.

Hyundai’s new communication channel

▲ HCE’s website, LinkedIn, and Instagram channel

HCE is active in online channels with content that can allow customers to experience ‘New Hyundai’. We will continue to promote the perception of the new Hyundai with content that engages with our customers.

HCE’s Instagram channel informs customers of its rapidly growing and evolving global business and presentable strengths with fun and ease, more actively engaging social media users in interactions intended for continued interest and attention.

The LinkedIn channel uploads impressive copies and brand assets to enable industry experts customers to feel the strong brand power and customer satisfaction efforts of Hyundai in a bid to bolster up their trust and loyalty.

HCE’s new and intuitive website serves as an extensive content hub featuring simple and clean design to deliver information on product and global distribution network, innovation, corporate history, business, infrastructure, vision, identity, investors relations, in-house media/content/news, etc., drawing a blueprint of a new Hyundai.

New Hyundai’s impact-ridden communication with customers

To communicate closely with customers in spite of the global pandemic, HCE delivered a keynote speech and unveiled its products on the YouTube channel in May and June when the ‘HX Series’ and ‘A Series’ were launched. Customers could realize the technological competitiveness and commitment to customers of Hyundai leading the construction machinery industry and intuitively understand the values upgraded from the legacy models in the blockbuster-like sensational and big-scale launching videos.

Furthermore, HCE hosted a ‘Brand Day’ with ‘Ulsan Hyundai FC’ in the club’s match against Pohang Steelers on May 22 in celebration of the 20th anniversary of Ulsan Munsu Football Stadium to successfully deliver the message of HCE’s enthusiasm for customer happiness.

HCE’s ‘Technology Innovation 2025’ Vision and R&D Plan

What is the strategy guiding HCE’s ambition to dominate the global construction machinery market with unmatched technological competitive edge?

HCE vows to become a smart construction and logistics (C&L) solution provider by continuing to work on R&D programs in response to rapid technological developments toward incorporation of intelligence/autonomy and green power platform, delivering better value to future customers in terms of efficiency and sustainability.

HCE is bent on innovative technology R&D initiatives in the smart C&L domain for innovation of customer values. The Technology Innovation Center was completed in Yongin in last November, and next-generation products incorporated with new technologies are being studied, developed and verified across a variety of facilities at an accelerated pace.

Smart C&L solution and green power platform development programs will account for 40% of the combined investment in technology development in 2025 from 25% in 2021, with manpower working on new technology development amounting to 30% in 2025 from 20% in 2021 among the entire workforce. 

Customer care program founded on our understanding of customers’ lives, 'New Hyundai' leads the innovation of construction equipment. 

HCE will deliver better customer experience by bolstering its strengths and addressing complaints, informed by the customer advisory group, NPS (Net Promoter Score), program for corporation/product/service, domestic customer research projects and the customer management framework.

Firstly, HCE organized a customer advisory group in June to continue facilitating with them and track the customer experience to gather customer-related insights and respond to changes.

Secondly, the NPS (Net Promoter Score) program will use a "two-track" approach to incorporate the perspectives of both approving and disapproving customers to accelerate change and improvement.

Thirdly, in-depth customer research will be conducted on multiple dimensions covering motivation, purchase, usage pattern, etc. to cater for the demands and preferences of customers in each targeted industry. In addition, findings from such research will be used to suggest new values more relevant to customers’ business.

Lastly, a virtuous cycle of a customer experience management framework will be used to improve customer experience at contact points between customers and Hyundai. Various business functions will join their hands in developing new customer insights and applying them across a wide range of sectors to inform a more agile response.