How Consumer Management Supercharges Harley-Davison’s Success

A session at Loyalty Expo 2015

This session will focus on one of the key the challenges faced by every brand – how to expand a customer’s lifetime value beyond a select set of core products. Specifically, this session will highlight the challenges of Harley-Davidson, America’s leading manufacturer of premier motorcycles. Harley-Davidson must both strengthen their relationships with and deeply understand their customers in order to extend their lifetime value. For many Harley-Davidson customers, their bike purchase is a once in a lifetime event. This is particularly challenging for Harley-Davidson franchises that benefit from the incredible strength of the Harley brand, but also have to differentiate their own franchise brand against fierce 800-location dealer network.

The session will review an array of Consumer Management technology advancements focused on understanding consumer behaviors, building customer relationships and extending lifetime value including:

Data Centralization: With an array of consumer engagement channels, it’s becoming increasingly critical for businesses to deconstruct data silos to centralize their data in order to synthesize this information into a holistic view of the customer. Consumer Management technology integrates all data sources into a synthesized, central point.

Customer Intelligence: Gaining deep customer understanding through centralized, synthesized cross-channel data to develop a holistic view of customers along with their actions, interests and path-to-purchase. Beyond this, the insight can help identify a brand’s Most Valuable Customers (MVCs) in order to effectively develop their evangelism and construct a profile to replicate with other consumers.

Personalized Engagement: Largely achieved through the development of strategic customer segments and profiles, this allows brands to engage customers on a personalized one-to-one level in order to deliver relevancy to match their expectations and extend their engagement with a brand and its offerings.

Optimization: As consumers evolve, so must the understanding and engagement of a brand also adjust to match the needs of consumers. This requires real-time cross-channel data visibility to see the shift in trends within the market.


David Worth, Owner, Blue Springs Harley-Davidson
Brad Marg, Chief Operating Officer, Clutch

Sign in to add slides, notes or videos to this session

Tell your friends!

View the schedule


See something wrong?

Report an issue with this session