In 2012, Coates Hire – Australia’s largest equipment hire company – commissioned Alisdair Blackman, then Managing Director of Pivot Digital, to consult on a series of strategic initiatives. Among them, the most ambitious and transformative was the development of a new Customer Portal: a flagship Business Improvement Project (BIP) designed to redefine customer engagement in the hire industry.
The portal was envisioned as a market-leading digital interface, empowering customers with real-time visibility into their on-hire equipment, access to operational and safety documentation, and seamless transaction capabilities—including account payments, hire extensions, and self-service quoting.
Spearheaded by the Digital Rehab team, the project was meticulously planned over 16 months, culminating in Board approval and funding in September 2013. The team led the development of a technically robust business case, informed by deep industry insight and extensive stakeholder consultation. Deliverables included:
Key outcomes included:
- A comprehensive solution architecture and design documentation
- A scalable data schema tailored to fleet and customer needs
- A detailed project budget and implementation roadmap
- Strategic alignment across business units and executive leadership
Our services spanned:
- Stakeholder engagement and consultation
- Technical business case development
- Solution design and documentation
- Budget planning and strategic advisory
Following the sale of Pivot Digital in early 2013, the Digital Rehab team continued to provide consulting support through to November 2013—ensuring continuity and strategic oversight during the transition. The portal, now under development by Oakton Consulting with a budget exceeding $6 million, represents a bold leap forward in Coates Hire’s digital transformation journey.
