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Unformatted text preview: RESPONDING TO THE MARKET Having been in business for over a century, Lincoln Electric is certainly no stranger to change. Evaluating and responding quickly and efficiently to a dynamic marketplace has been essential to Lincoln’s impressive success. To address this latest challenge, Lincoln assigned Jim Appledorn to be the Manager of E-Business for the company. He was given the somewhat daunting task of deciding what the customers needed most from Lincoln and implementing a system to meet those needs. “I took a long road trip,” Appledorn recounts, “visiting many of our customers throughout the country, listening to their needs, and developing a strategy.” Armed with the main e-business objectives developed through this extensive customer analysis, Jim and a multi-disciplinary team initiated the search for a partner that could deliver the business-to-business solution they required. Lincoln Electric selected Click Commerce as that partner thanks to their quick time to market, flexibility of the applications, and, perhaps most importantly, because they took the time to learn Lincoln’s business. Together, Lincoln and Click Commerce put a plan in place to deploy an effective e-business solution that would exceed customer expectations and bring Lincoln into a leadership position in the e-business arena. REDEFINING DOING BUSINESS One of the most important lessons Lincoln Electric learned was that they needed to be more accessible to their customers. Customers want fast access to information when they need it. Information about accounts, shipments, inventory, and costs should be readily available and up-to-date. In response to these requests, the first two phases of the Lincoln Electric and Click initiative, myLincolnElectric.com, delivered all the customer’s account information in one place at any time using only a web browser. Phase One, launched 120-days after the project started, allowed the customers to check their invoices, payments, credits, and debits online, as well as track shipments. This first phase also coincided with the launch of a new look for the public internet site consistent with the customer site. At the same time, theconsistent with the customer site....
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- Spring '10
- Arc welding, Lincoln Electric