John Deere Africa Middle East | John Deere Construction | John Deere ADT

1 Aug 2024

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John Deere explains how customer advocacy groups shape truck design, from bin styling to drive modes. The company uses direct feedback to build features customers actually want into their construction equipment.

The other thing we take a lot of pride in is the voice of the customer. So we have what we call customer advocacy groups, where we bring in groups of customers and let them help us walk through any of our machines. We ask them, here's our new feature. Here's our new item that we have coming out. How would you use it? Do you like it? We take their feedback in and we put that into the design of the truck. So that's where some of the things like the new bin styling came from. These drive modes, simplifying the retarder. A lot of that came out of those customer advocacy groups. Back to engineering, put back into the truck.