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Oracle Customer Success — Cummins Inc.

Cummins Inc.

Cummins Inc. Integrates Social Across Global Organization, Elevates the Customer Experience with Cloud Solution


Oracle Social Cloud enables us to uncover new customer insights and provides a consistent and transparent way for us to reach our current and future customers—all at the speed of social—helping us to establish a competitive advantage in the industrial manufacturing industry.

— Flavio Augusto Caramaschi de Mello, Digital Communications Director, Cummins Inc.

Cummins Inc., a global power leader, is a corporation of complementary business units that design, manufacture, distribute, and service diesel and natural gas engines and related technologies, including fuel systems, controls, air handling, filtration, emission solutions, and electrical power generation systems. Cummins is organized into four distinct but complementary business units: Engine Business, Distribution, Components, and Power Systems.

A manufacturing company driven by engineers, Cummins was focused on transforming its customer care. Central to its transformation, Cummins sought a way to gain visibility into customer feedback across social media channels and to increase its social media managers’ engagement with customers to provide a higher level of engagement, service, and satisfaction. Cummins also required the ability to analyze its past and present social media interactions as it defines its roadmap for social customer care, instituting a Six Sigma methodology to support its social care strategy.

To meet its goals, Cummins deployed Oracle Social Cloud to execute and support its global social customer care strategy. The Oracle solution enabled Cummins’ social media managers to be better prepared to respond to anything and everything from customers and end-users, ranging from queries from prospective job candidates to technical questions.

Today, Cummins’ customers and end-users around the globe contact the company on Twitter and Facebook with product and application-related questions that are extremely technical. Cummins operates in more than 190 countries and the technologies that it develops—from engines to power generators, to turbo technologies to fuel systems—power everything from data centers and airports to heavy duty trucks and high speed rail. For example, recently an individual tagged Cummins in a tweet in which he was clearly frustrated with the level of service he felt he received at the distributor level. Using the Oracle solution, it took Cummins less than 35 minutes to identify the tweet, reply to the individual, and start the process of regaining the individual’s trust. Over the course approximately 90 minutes Cummins obtained the individual’s contact information along with details related to his particular experience. The company then funneled the data to a trained customer care representative, who followed up with the individual offline. This particular individual eventually thanked Cummins for its response and conveyed how much he loved Cummins’ engines.

With the Oracle solution in place, Cummins also boosted its social media strategy effectiveness by using social listening to analyze customer sentiment related to ideas for new products or gaps within the company’s existing product portfolio. Finally, Cummins has extended its use of Oracle Marketing Cloud for internal communication across specific business units and regions to drive increased employee education.

Cummins understands very much the importance of the customer experience. Our vision is to create that good experience throughout all the customer touch points. Oracle’s cloud solutions enabled us to begin that journey in terms of understanding our customer in a 360-degree manner.

— Flavio Augusto Caramaschi de Mello, Digital Communications Director, Cummins Inc.


As part of its transformational journey to secure end-to-end visibility into its customer base, Cummins invested in Oracle Social Cloud along with Oracle’s Siebel Customer Relationship Management.

The company launched a Six Sigma project to establish a business case for the best strategy to approach the new way of communicating with its customers. Cummins involved its customer care team in the process as well as its business units and marketing and human resources teams.

“When we finished our Six Sigma project, we had a validated strategy to move forward and start investing in tools and processes. And that is exactly where we are right now. We are now integrated with our customer care group, and we are working through piloting technology with our marketing group,” de Mello said.

About Cummins Inc.


Columbus, Indiana, United States



Annual Revenue

$1 to $5 Billion
Published:  Aug 03, 2016