Harley Owners Group

Arvato speeds up performance of Harley Owners Group

“Arvato used its industry expertise and global network to put every stage of our membership campaign into action - from strategy, to delivery and analysis.”

Nigel Villiers, H.O.G. & Rider Services Director Harley-Davidson

Challenge: to bring members worldwide together

Administration of the Harley Owners Group (the world's largest factory-sponsored motorcycle riding organisation) was fragmented across EMEA, resulting in inefficiencies and inconsistencies in customer relationship management activities with members. The key objectives of the programme were to provide an improved experience for 100,000 H.O.G members, while making cost savings and improving customer loyalty.

Solution: to create one centre across EMEA

Arvato set up a contact administration centre, staffed by a multi-lingual team, implemented controlled payment methods such as international web and bank transfers and introduced a tiered membership structure to:

Centralise membership and communications processes
Introduce cost efficiencies into the system
Ensure more reliable and consistent despatch
Bring fulfilment into line with Harley-Davidson brand.

Better print management has been achieved for member publications, which often involves sending membership packs containing around 20 items, in six languages, to 68 countries.

Arvato continues to work with HOG and has recently expanded its global footprint by delivering services from South America and Asia.

Successes: membership up, costs down

Saved £360,000 by centralising contact centre activities
Cut £150,000 from the annual fulfilment spend
Captured 100,000 previously lost calls annually
Improved customer satisfaction significantly, from 50% to 80%
Raised membership by 50% in 3 years
Increased annual revenue per member by 50%

Services: from applications to payments

New memberships and renewals
Magazine/memorabilia fulfilment
Loyalty marketing
Event and hospitality management
Customer retention
Online/offline customer surveys
Payment solutions and financial management