How Littelfuse transformed its digital customer experience through the voice of the customer

Littelfuse’s breakout session at Sitecore Symposium stood out for its candor and practical advice. Led by Gregory Fridner, Director of IT and Digital Marketing, and Sai Prasanna Pusarla, Senior Manager of IT and Digital Marketing, the presentation offered actionable insights into how a global manufacturer reimagined its digital presence by putting the customer’s voice at the center of every decision.

Littelfuse, headquartered in Chicago, is a diversified industrial technology company with a global footprint including 16,000 associates, more than 100,000 end customers, and operations in over 20 countries. Its core business—developing smart solutions for safe and efficient electrical energy transfer—serves electronics, industrial, and transportation sectors. With a broad product portfolio spanning fuses, switches, relays, sensors, and semiconductors, Littelfuse partners with customers worldwide to deliver innovative, reliable solutions.

Littelfuse identified an opportunity to modernize its digital customer experience to better align with customer expectations and the company’s continued growth. As the product portfolio expanded, customers increasingly looked for faster access to product details, technical documentation, and support, along with a more intuitive and consistent browsing experience across devices and regions.

The existing Sitecore 8.1 platform had reliably supported the business for many years, but evolving needs called for greater scalability, improved search and taxonomy, enhanced mobile usability, and stronger multilingual support. By reimagining its digital foundation, Littelfuse set out to deliver a more cohesive, customer-centric experience—one that would simplify discovery, reinforce the brand, and provide a flexible platform to support future innovation and growth.

Littelfuse launched a digital customer experience transformation program with focused objectives:

The goal was to create a digital customer experience that matched the company’s reputation for innovation and reliability while delivering measurable business impact.

The team’s approach was methodical and iterative. They began with a comprehensive audit, including stakeholder and employee interviews, journey mapping, competitive analysis, and prototyping. Insights and problem statements were distilled into business requirements, and solutions were chosen based on clear evaluation criteria. Risks and opportunities were assessed at every stage. The process emphasized continuous improvement: iterate, test, launch, learn, and support.

The guiding principle was simple—design the right solutions, then build the solutions right. The project moved through four phases: discovery, definition, development, and delivery—each anchored by customer insights and business needs.

Central to the transformation was a robust Voice of Customer (VOC) strategy. The team gathered internal insights through stakeholder and employee interviews and quantitative surveys. Benchmarking included competitive analysis and comparative scans. The output was a future-state journey map and the identification of eight “moments that matter”—critical touchpoints that shape the customer’s experience.

Customer insights were gathered through labs, interviews, and journey mapping. Iterative feedback loops and defined design principles ensured that the new website would be aligned with what matters most to users. The mantra was clear: align teams, map journeys, and design around the customer.

The team distilled the VOC findings into eight key moments:

1. As good as web search: Fast, intuitive keyword search
2. Find my part: Precision parametric filtering
3. Littelfuse answers: Comprehensive FAQs
4. Account registration: Seamless onboarding for registered users
5. Contact Littelfuse: Direct access to support
6. Check distributor stock: Real-time inventory availability
7. Sample orders: Quick sample requests
8. Expert content: Access to technical insights and resources

These moments became the foundation for the new website’s design, ensuring that business value, user experience, and technical feasibility were always in balance.

The implementation scope was ambitious. Change management and platform modernization were at the core, with a move to Sitecore Managed Cloud and a headless architecture using scalable Docker containers. The new site featured responsive design, a CI/CD pipeline, and deep systems integration—including syndicated distributor data, product information management (PIM), digital asset management (DAM), translations, ERP, SharePoint, and content delivery networks.

Digital customer experience improvements included enhanced visual design, SEO optimization, self-service tools, B2B enablement, and a refined product taxonomy. The rollout was global, supported by a content governance process, post-launch stabilization, and ongoing enhancements. Data and analytics tools provided optimized dashboards for continuous improvement. Agile development and rigorous testing underpinned the entire program.

The new Littelfuse.com sits at the center of a sophisticated technology ecosystem. Master data management, product management, sales and marketing, digital marketing, and analytics are all integrated. The platform connects with ERP, PIM, DAM, and other systems to ensure seamless data flow and content delivery.

The redesigned website puts the user first. With a crisp design and enhanced functionality, new sections highlight applications, company information, and design resources. Product displays are reimagined for clarity and ease of use. The site’s mission is clear: enabling streamlined access to information for users.

The results of this digital customer experience transformation at Littelfuse are impressive:

• Attract: Search presence and product category page rank increased by 20% and 29%, respectively. Website traffic rose by 56%.
• Consider: On-site searches grew by 149%, cross-reference searches by 27%, and digital engagement doubled.
• Convert: Add-to-cart sample orders increased by 120%, new marketing contacts by 7%, and conversion rate by 36%.
• Retain: Website customer satisfaction improved by 41%, and the Net Promoter Score soared by 3,060%.

These metrics reflect not just technical improvements, but a fundamental shift in how Littelfuse engages with its customers online.

The Littelfuse team shared several key lessons:

Littelfuse demonstrates the power of listening to customers and acting on their feedback. By anchoring their digital customer experience transformation in the voice of the customer, the company has created a modern, scalable, and user-centric digital customer experience. The results speak for themselves: higher engagement, improved satisfaction, and a stronger competitive position.

For organizations embarking on similar journeys, Littelfuse offers a clear roadmap: start with the customer, iterate with purpose, and measure what matters.