Tailor-made solution for Harley Davidson dealership increases customer satisfaction

The Harley-Davidson (H-D) motorcycle dealership, managed and operated by the company Klasik Moto a. s., ranks among the top dealerships of this brand in Central and Eastern Europe. It is one of the few dealerships that provide comprehensive business services that are available to H-D dealers - new and used motorcycle sales, parts, apparel, accessories, bike rentals and express lane and standard servicing. The Microsoft Dynamics NAV system best fulfilled the highly demanding requirements of such complex processes. It was co-created with a partner solution, ABS H-D, and tailored to fit the needs of H-D dealers.

Situation

“At Harley-Davidson we all hold very similar guys, salesmen or even our receptionists. We're not just selling pieces of metal. In our dealership we do and live by what we believe. We love riding, freedom and fun. We enjoy being with our friends. We are aware that we only live once, so we want to make the best of it. The secret behind our dynamic business is the fact that we do things with our hearts,” explains Jaroslav Vavřina,

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*The secret behind our dynamic business is the fact that we do things with our hearts.*

Jaroslav Vavřina
Co-owner and
Manager
KLASIK MOTO, a. s.

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Co-owner and Manager of Prague's Harley Davidson dealership, Klasik Moto a. s., and he adds: “That is the reason why we only want service suppliers who understand this philosophy and are willing to walk the line with us. The same applies when we are looking for an IT supplier or any other service that we are buying.”

“Harley-Davidson is an emotional brand. Therefore the quality of the relationship, formed when buying a product that carries our logo, is just as important as the beautiful design, the astounding power or the unique sound of our motorcycles,” says Jaroslav Vavřina.

Surprisingly, the relationship doesn't usually start with a motorcycle purchase. For example, the story of a long-term customer can sometimes begin at a festival stand merely by obtaining an H-D t-shirt. This qualifies them to receive the H-D Prague bonus card and to become a member of the Harley-Davidson community. Along with the card, they receive an invitation to experience a ride – one that is impossible to forget.

“When a customer decides to buy their dream machine, he/she enters a fascinating world where they can fulfill all their dreams: completely unleash themselves, meet new friends and enjoy newfound freedom. The sort of freedom that they hadn’t known until that moment”, says Jaroslav Vavřina.

Harley-Davidson’s commitment to meeting customer expectations means that everything that happens within the company must be a part of a system that is built around customer needs and not solely for the company’s internal organizational needs. “H-D Prague provides a full spectrum of services. We do everything imaginable, when it comes to motorcycles: new and used motorcycle sales, servicing, tuning, apparel and accessories sales and bike rentals. We also run the club restaurant and bar, organize many events and support the local Harley Owners Group (HOG). This is quite a large spectrum of activities to manage and keep perfectly organized,” explains H-D head of sales and co-owner, Vojta Vavřina.

“We are a very exacting business and we have a clear vision of our needs. We know what we want to do for our customers and how to achieve it. We have always gathered data on our customers, but now we would like to launch a system that will help us run these processes in a much more sophisticated way,” emphasizes Jaroslav Vavřina. And that is exactly how the contract specifications were defined in the tender for IT services.

Solution

The requirements for the IT solution were very complex. Our goal was to cover all of our internal processes: from ordering spare parts

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*For the H-D Prague tender we offered our own vertical solution, ABS DMS, adapted for auto dealers and built on the Microsoft Dynamics NAV platform.*

Petr Franěk
Sales Manager
AXIOM PROVIS Int.

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ABS DMS Solution

to monitoring the productivity of our service employees on to motorcycle sales and apparel and  accessories sales. Of course it included the coordination of social and special marketing events. This is how Jaroslav Vavřina describes the process: “Every contact with a customer must be recorded in our system. When a customer calls, we immediately want to know what bike he rides, what type of clothing he likes, his size, and what events he likes to attend. That is the only way to know who we are dealing with, what his/her needs are and how we can help fulfill them. We do not want to bother our customers by offering them things in which they are not interested.”

These highly-demanding requirements were best met through the system offered by Microsoft Dynamics NAV, specifically in a customized version from Microsoft partner, AXIOM PROVIS Int. “For the H-D Prague tender we offered our own system adapted for ABS DMS auto dealers built on the Microsoft Dynamics NAV platform. To meet their challenging requirements, we had to develop further components and make alterations; namely bonus cards with barcodes and a module for sending text messages,” explains Petr Franěk, sales manager for AXIOM PROVIS Int., describing their successful solution.

The software provided by Microsoft Dynamics NAV 2009 R2 with ABS H-D solution and Microsoft Dynamics CRM 2011 operates on Microsoft Windows Server 2008 R2 using a Microsoft SQL Server 2008 R2 database. AXIOM PROVIS Int. is also in charge of running this server.

The bonus cards with barcodes correspond, on the customer side of things, with the concept of monitoring “customer activity”. With each purchase of a product or a service, reward points are added to the bonus card. The customer can later spend these on any item in our full assortment of products and services.

Benefits

Within the newly-implemented system we work with several thousands of customers and 8 company cost centers with 15 employees in total. They all use the system every day at work. All the operations within the system are done using Microsoft Windows and Microsoft Outlook, which

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*Every contact with a customer must be recorded in our system. We do not want to bother our customers by offering them things in which they are not interested.*

Jaroslav Vavřina
Co-owner and
Manager
KLASIK MOTO, a. s.

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the employees were using before the new system implementation. This enabled them to master the new system environment immediately after start up. A new component that H-D Prague wishes to alter will soon appear in the same environment and its use will again be facilitated by employee familiarity with the system.

The system covers the complete agenda of dealership business operations – 8 cost centers, 7 specialized modules within the framework of ABD H-D and dozens of specific H-D functionalities, reports and analyses. All of the data are linked and provide for quick orientation and their quick analysis as well as for easy decision-making.

Since we started using Microsoft Dynamics NAV and the ABS H-D budgeting tools, both monthly and annual budget preparation efficiency has increased by 100 percent. Moreover, the accuracy of the process has improved due to Microsoft Business Intelligence analytical tools.

For most of our key employees, weekly and monthly reports are an indispensable part of their work routine. Microsoft Business Intelligence with ABS H-D analysis and reporting capabilities has enabled the extraction of much desired, real-time information on sales and purchases, service department efficiency, financial reports and analyses. Together Microsoft Business Intelligence reporting and analytical tools helped us reduce the number of person-hours spent performing these tasks by 40 percent. “Reports used to be tedious. We would spend days on data collation. Now it’s all available at a click of a button,” comments Jaroslav Vavřina.

Monitoring of service effectiveness is linked to the system for rewarding technicians. This prevents customers from being overcharged for work done on their motorcycles and, at the same time, it rewards technicians for quick, top quality service.

Thanks to the ABS H-D bonus system, which covers all dealership areas and includes shop, service and new motorcycle sales, we spent 50 percent less on discounts awarded customers, while maintaining the same level of customer satisfaction.

Furthermore, the system offers a great benefit within the service module, which leads to improved effectiveness. It is based on interconnectedness with an online spare parts catalogue, Snap-on. It operates online, so the technician handling the order can easily and quickly post an entry for the selected spare parts using the service order form. This interconnectedness leads to lower numbers of errors and the overall acceleration of entering spare parts orders into the online forms.

Future

At H-D Prague the idea of driving customer satisfaction is based on clever and sophisticated use of CRM strategies. These systems, brought back to life in 2011, are a necessity. However, for any CRM to be meaningful, it has to utilize reliable data, which H-D Prague now does using Microsoft

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*When shopping with us turns into an experience, then the customer will return.*

Jaroslav Vavřina
Co-owner and Manager
KLASIK MOTO, a. s.

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Dynamics NAV. “We believe that in 2012, after installing the CRM module and boosting all of its systems, we will fulfill our goals. We will be capable of providing customers information that interests them, i.e. about events they like, apparel and accessories that match their taste and fit in their collections,” comments Jaroslav Vavřina.

A logical step forward in perfecting our customer care will be the interconnectedness of our system with our e-shop and monitoring customers’ bonus card status and history. The H-D owners expect IT system enhancements to culminate in the use of Business Intelligence tools: ones that use a Microsoft SQL Server subordinate to Microsoft Dynamics NAV and Microsoft Dynamics CRM and which allow for complex and specific inspection of a company's operations. It is a tool that will give every user (employee/manager/technician) a chance to keep track of the company's activities from a perspective that is relevant to his/her job. Service technicians will be able to see the progress in their effectiveness, sales people will be able to follow sales stats for each product segment and event organizers will gain a better understanding of who likes what events, etc.

A mutual sharing of already-developed functionalities will take place within the framework of implementing and distributing ABS H-D to other dealers of the brand. This should consequently lead to considerable cost reduction for the whole system and also for newly-developed functionalities. Since the ABS H-D evolved from the field-proven ABS DMS solution, there are also other benefits for H-D dealers. For example, they can use system upgrades originally developed for car dealers - that is assuming that the functionality for both the cars and motorcycles has the same functional principles.


Microsoft Dynamics
Microsoft Dynamics is a line of integrated, adaptable business management solutions that enables you and your team to make business decisions with greater confidence. Microsoft Dynamics works similar to familiar Microsoft software, such as Microsoft Office, which means less of a learning curve for your team, so they can quickly get processes up and running and focus on what’s most important. And because it is from Microsoft, it works easily with the systems that your company has already implemented. By automating and streamlining financial, customer relationship and supply chain processes, Microsoft Dynamics brings together people, processes and technologies; increasing the productivity and effectiveness of your business and helping you drive business success.
 

For more information about Microsoft Dynamics, go to
www.microsoft.com/dynamics


For More Information

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For more information about AXIOM PROVIS Int. products and services visit their web site 
http://www.axiomprovis.cz

For more information about KLASIK MOTO, a. s. products and services visit their web site
http://www.harley-davidson-praha.cz/

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Customer Size: Small Organization
Industry: Motor Vehicle Parts Dealers
Country or Region: Czech Republic
Solutions:
  • Microsoft Dynamics NAV 2009 R2
  • Microsoft SQL Server 2008 R2
  • Windows Server 2008 R2
  • Microsoft Dynamics CRM 2011
Organization Profile: The company, Klasik Moto a. s., ranks among the top Harley-Davidson dealerships in Central and Eastern Europe and is one of the few dealerships that provide a complete portfolio of H­-D services.
Business Situation: The company had been looking for a new information system capable of covering all their internal processes and specific needs as well as increasing customer satisfaction.
Benefits:
  • Thorough coverage of all dealership processes
  • Discount expenditures lowered by 50%
  • Budget preparation efficiency up by 100%40% of person-hours saved on data collation
  • Interconnectedness with the H-D Snap-On system for ordering parts
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