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
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