Greater loyalty, lower costs for HOG
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.
Arvato used its industry expertise and global network to put every stage of our membership campaign into action - from strategy, to delivery and analysisNigel Villiers, H.O.G. & Rider Services Director Harley-Davidson
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.