GE Power’s Aeroderivatives business leverages GE Aviation technology to build gas turbine power generation systems. The product line has service lines that provide planned, contractual services agreements as well as as-needed conversions, modifications, and upgrades to keep customer fleets running smoothly.
Current customers have been largely unaware of relevant offerings available or where to find the information they need to take advantage. They have tended to learn of these upgrades through interactions with their GE sales reps. Given the number of solutions, it’s difficult for customers to understand what’s right for their equipment based on their business KPIs. Customers need proof points (such as ROI) to understand the value of CM&Us and help them sell the idea and value internally.
GE Power’s goal was to drive awareness and purchase of upgrades for aeroderivative gas turbines and leverage the tool as part of a lead generation campaign to generate and track engagement with the tool and promote awareness of GE solutions.
Signal created a customer-facing online product selector tool with embedded calculators that helps customers:
- Identify relevant upgrades
- Access immediate pricing estimates and value calculations
- Enjoy a more streamlined proposal process.
We employed an agile development methodology that included the following:
- UX design with customer validation points throughout
- UI design with customer feedback
- Application development to build the tool and connect it with existing systems (SSO login, Marketo Marketing automation, Salesforce, performance modeling systems, global install base)
The new upgrades tool provides clarity around the available catalog, allowing customers to self-select the performance measures most important to their business needs and arm themselves with price estimates to shorten the sales cycle. This has resulted in making conversations with sales and technical experts more direct, relevant and efficient. Currently, a lead generation campaign is underway to drive more customers to the tool.