Case Study Of Customer Relationship Management And Harley Davidson

CRM is a process that turns the customer’s data into customers’ loyalty through activities which is collecting customers’ data, analysing customer data and identify target customers, developing CRM through programs and implement CRM programs.

Harley-Davidson treats the dealers not only as partners, but also as customers. Harley has developed a very effective marketing strategy, but it is the responsibility of manufacturing to produce high quality and reliable motorcycles.

5. Evaluate the HOG CRM strategy and recommend an additional benefit Harley Davidson could provide to its HOG members to increase customer satisfaction.

Many of the barriers to entry with young people have been related to lack of knowledge about the products. There is a perception that Harley-Davidson motorcycles offers only high-end vehicles in the $20,000 price range; on the contrary, Harley offers several bikes that are below $10,000 (KOMPELLA, 2013). To combat these perceptions Harley-Davidson should employ the following marketing mix; product lines should be modified to create more entry-level bikes. Many young consumers have their first experience in rider training events.

1.HOG has been phenomenally successful at attracting members and chapters. From nothing in 1983 it has grown to half a million members in 1,160 chapters. This is the core of Harley-Davidson's market and it is easily reachable through Hog Tales magazine. This is particularly important for Harley given that its customers are so varied making it hard to reach them through traditional marketing methods. HOG overcomes

Customer Relationship Management (CRM): Customer relation management (CRM) is a cross functional enterprise system that computerizes numerous customers serving form in direct marketing, sales, customer service and accounting management. CRM allows a company to distinguish and focus on their best customer so that they can be held as a loyal customer for a longer period of time.

Harley Davidson, established in 1903, is the largest manufacturer of motorcycles in the United States. While Harley Davidson dominates the moto market in the United States, it is very small compared to the international market which is infiltrated with large Japanese firms such as Kawasaki, Honda and Yamaha who produce various categories of motorcycles. Harley Davidson has deep rooted brand equity in the United States and remains loyal in it’s style. It has also remained consistent in manufacturing only heavyweight motorcycles. By showcasing only a single model type, Harley

CRM (Customer Relationship Management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had

As previously mentioned, Harley Davidson continuously aims to strengthen customer loyalty. In 1983 they created the Harley Davidson Owners Group (HOG), a

Harley-Davidson is a company that should use the support if its customers to grow and improve. The customers of Harley-Davidson are very loyal. Unlike its competitors, many customers have tattooed the name or logo of the company on their bodies to show their support. Therefore, Harley Davidson should really build on that and use it to their advantage. In addition, to the loyalty of the

It’s very important to a business to have good customer relationships; CRM Software’s main objectives are to attract new customers while maintaining and satisfying their current customers and trying to win back the trust of former customers. Customers are one of the most important variables for a business owner to pay attention to, when trying to create a profit. Customer Relationship Management software keeps track of customer information to help the company maintain a strong relation with the customers. Good CRM Software brings together information from all databases within a company and gives

Customer Relationship Management (CRM) is a tool that helps track, manage and supply information about customer’s interactions with an organization to help contribute to customer satisfaction that leads to customer loyalty. Additionally, CRM programs provide tools and applications designed to target their efforts on the most profitable customers, target new potential customers, and generate sales and maintain relationships with customers contributing to a greater market share.

Customer relationship system or we called it CRM, which is the one of the information system that has been used by Prudential Assurance Malaysia Berhad. Customer relationship management is a type of software application. Employees can manage customer information by using CRM. The relationship between company and their customers can be grown in long-term and stable. This system’ primary concept is to keep the business operational through finding and maintaining clients. All departments in the same building can keep track of other department processes such as customer service. Technology is required for customer relationship system to organize and analyze business processes.

Customer Service : Harley Davidson provide best customer service before sales as well as after sales, such as loyalty membership , update customers about the changes in the product also service centers after sales which will attract Sri Lankan customers. (376)

The main goal of Customer relationship management is to create a strong bond between customers and the company. The strong bond can be build by focusing on the two main objectives of CRM. Providing the organization and all of the employees that treat customers with a single and complete view of every customer at every touch point and across all channels and providing the customer a single and complete view of the company and its extended channels (O’Brien, A & Marakas, G. 2004).