In our third and final blog of the series we will be looking at how organizations can make customer experience (CX) focused investment decisions.
Rocky’s Harley-Davidson as a best practice case study
The race to own the customer experience is on. In a world of ‘wants’ vs ‘needs’ Rocky’s Harley-Davidson (Rocky’s) is dealing in the world of wants. Jeff Duncan, General Manager says, “When folks are spending discretionary dollars in our store it is not something we take for granted.” While other bike shops serve up multiple brands, Rocky’s is catering specifically to the Harley-Davidson rider with just the Harley-Davidson brand.
I had the pleasure of being shown around Rocky’s by Pamma Hubbert, Director of Marketing, Communications, and Events. She walked me around the store, through the parts area, into the shop, through sales and financing, and introduced me to everyone I would ever need to interact with if I were a customer or prospective customer. They’ve designed a process that makes you feel comfortable, like family, when you walk in the door. They’ve also designed a sales process that doesn’t have any downtime. While your paperwork is being put together, you’re being shown around the store, being taken through the MotorClothesarea to get suited with an appropriate jacket and helmet or picking out accessories to personalize your bike.
I had the opportunity to speak to Jeff, one of Rocky’s customers who noted that it’s the extra touches that set Rocky’s apart, “I store my bike at Rocky's for the winter months. One year I received a Christmas card with a picture of my bike from "my bike" telling me how well looked after and warm he/she is.
This past year it was a very small and cute valentine from [my bike] "looking forward to the upcoming spring". Little touches like that keep you connected to the brand and the dealer where you spent your money.”
While from the customer perspective it’s great to receive the cards to stay connected to Rocky’s, Rocky’s uses this as a way to remind the customer that riding season is coming up. This is just another way that they ensure that the brand is top of mind.
Rocky’s has truly invested in women riders. When I walked into the store there were vintage images around the shop of both men and women on Harley’s. As you can probably imagine, women can be slightly intimidated when it comes to riding (I know I am) and a Harley no less. And this isn’t a knock at women, I know we’re fierce, but damn, these bikes are big. How amazing is it that Rocky’s is doing everything it can to not only serve their female clientele but to make them feel like they own the road.
At Rocky’s they put on events to help the female rider feel more comfortable on their bike, ask questions, teach how to pick up your bike when it falls (because they can be 600+ lbs) and even teach new riders how to shift through the gears on a treadmill, they really want you to feel comfortable on your bike. These events (called She Rides Garage Night) have not only improved CX with their women customers and prospects but have also driven significant increases in women ridership and their share of wallet at Harley-Davidson.
Rocky’s is making customer experience focused decisions, that are driving revenues, and keeping the customer focused on the brand.