Leatherman’s breakthrough came when they received a 500-tool order from Cabela’s in 1983. However, to accelerate growth and market reach, the company needed to invest in the direct-to-consumer (D2C) market. To accomplish this, Leatherman sought a solution that would provide comprehensive customer insights to optimize the customer journey and enhance engagement throughout the sales process.
Leatherman considered partnering with different companies to address the implementation of a service and sales solution, as well as marketing and customer insights. However, this approach posed the risk of creating data silos. Leatherman turned to TTEC Digital. Together, they created visual representations of existing customer journeys to identify pain points. They also implemented a Microsoft Dynamics 365 solution to connect the different journeys and ensure the right message was delivered to the right customers at the right time.
Through the partnership with TTEC Digital, Leatherman gained a 360-degree view of its customers, allowing for greater personalization throughout the customer lifecycle. By integrating data from various sources, Leatherman was able to target potential customers with a previously unattainable level of personalization. With the ability to manage 350,000 marketing contacts, Leatherman's email marketing program bolstered its e-commerce business. The transformation led to increased revenue and market penetration while emphasizing Leatherman's commitment to being a trusted partner for fixers and tinkerers worldwide.