Max Your Cool is an exciting new extensive portfolio of smart services, digital solutions and upgrades from Thermo King. But what’s the thinking behind the offering, and what advantages does it offer our dealer network? Let’s find out.
Max Your Cool, as a branding strategy, represents a major investment in our aftermarket services and solutions. The idea behind it is to address two key challenges:
Our goal is therefore to turn these issues around. To bring together all our aftermarket products and capabilities under one banner, one voice, and one clear message for customers.
Another key aspect of Max Your Cool is to help simplify the aftermarket story. Rather than just talking about individual products or capabilities, you can now place them in the context of what customers want to achieve.
Experience teaches that the four main goals of our customers is to maximize cost savings, uptime, sustainability, and control. Knowing this, Max Your Cool clusters different products, services, and solutions to each of these goals.
This has been done to give you:
Ultimately, the strategy behind Max Your Cool is to extend our story for value delivery. But more than that, the goal is to show customers just how this value can be customized, personalized, and – most importantly – maximized.
Hence the name:
Always keep in mind that max Your Cool is a marketing theme. Think of it as a rallying cry that conveys a distinct purpose, while helping separate us from the competition. It’s the headline, from which the story continues into 4 categories (to find out more on these, see our blog introducing Max Your Cool):
Then last but not least comes the ‘enablement layer’: an extensive portfolio of smart upgrades, digital solutions, quality spare parts, and customizable service agreements. You can therefore be confident Max Your Cool has substance, connecting your customers to new options and opportunities in a carefully ordered and efficient manner.
