(The CRM Loop) Volvo Construction Equipment is the fourth largest manufacturer of construction equipment in the world. But it is eyeing first place, thanks to a decision to enter the rental market three years ago.
The timing certainly was right. By 2008, half of all construction equipment used in the U.S. will be rented, compared with slightly more than a third this year.
And the marketing strategy was also a good one. Volvo decided that the best way to build the business was to work through franchises, and to support them with financing and a CRM program.
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