{"id":910,"date":"2015-09-21T05:20:07","date_gmt":"2015-09-21T05:20:07","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=910"},"modified":"2024-05-13T20:13:21","modified_gmt":"2024-05-13T20:13:21","slug":"video-harley-davidson-customer-relationships","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/video-harley-davidson-customer-relationships\/","title":{"raw":"Video: Harley Davidson Customer Relationships","rendered":"Video: Harley Davidson Customer Relationships"},"content":{"raw":"Once a company understands its buyer personas, how can it match those to real people who will buy its products or services? Today, companies use significant amounts of data and complex technology systems to create the right match in\u00a0what it offers to individuals and groups of buyers.\r\n\r\nThe American Marketing Association defines customer relationship management in the following way:\r\n<blockquote>A discipline in marketing combining database and computer technology with customer service and marketing communications. Customer relationship management seeks to create more meaningful one-on-one communications with the customer by applying customer data (demographic, industry, buying history, etc.) to every communications vehicle. At the simplest level, this would include personalizing e-mail or other communications with customer names. At a more complex level, customer relationship management\u00a0enables a company to produce a consistent, personalized marketing communication whether the customer sees an ad, visits a Web site, or calls customer service.[footnote]<a href=\"https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=C\" target=\"_blank\" rel=\"noopener\">https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=C<\/a>[\/footnote]<\/blockquote>\r\nCustomer relationship management brings data and technology together with the marketing mix to increase the personal connection with the customer. Let's look at an example.\u00a0Harley Davidson has a famously strong brand. This video provides a glimpse into the relationship that customers have with the brand and shows how a new technology is assisting the company in expanding its connection with customers.\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?mf=1272793&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=iOF7aAVZMqA&amp;video_target=tpm-plugin-eh4h1rjg-iOF7aAVZMqA\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nYou can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/HarleyDavidsonCommunityBrandIBM_transcript.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for \"Harley Davidson - Community, Brand, IBM\" here (opens in new window).<\/a>\r\n\r\nWhat are some elements of the Harley Davidson\u00a0buyer persona?\r\n\r\nHow is technology being used for customer relationship management?\r\n<h2>Key Terms<\/h2>\r\n<strong>Buyer persona.<\/strong> Fictional, generalized representations of an ideal customer\u00a0that\u00a0help a marketer understand current and potential customers better.\r\n\r\n<strong>Customer relationships management.<\/strong> \u00a0A discipline in marketing combining database and computer technology with customer service and marketing communications. Customer relationship management seeks to create more meaningful one-on-one communications with the customer by applying customer data (demographic, industry, buying history, etc.) to every communications vehicle.","rendered":"<p>Once a company understands its buyer personas, how can it match those to real people who will buy its products or services? Today, companies use significant amounts of data and complex technology systems to create the right match in\u00a0what it offers to individuals and groups of buyers.<\/p>\n<p>The American Marketing Association defines customer relationship management in the following way:<\/p>\n<blockquote><p>A discipline in marketing combining database and computer technology with customer service and marketing communications. Customer relationship management seeks to create more meaningful one-on-one communications with the customer by applying customer data (demographic, industry, buying history, etc.) to every communications vehicle. At the simplest level, this would include personalizing e-mail or other communications with customer names. At a more complex level, customer relationship management\u00a0enables a company to produce a consistent, personalized marketing communication whether the customer sees an ad, visits a Web site, or calls customer service.<a class=\"footnote\" title=\"https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=C\" id=\"return-footnote-910-1\" href=\"#footnote-910-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p><\/blockquote>\n<p>Customer relationship management brings data and technology together with the marketing mix to increase the personal connection with the customer. Let&#8217;s look at an example.\u00a0Harley Davidson has a famously strong brand. This video provides a glimpse into the relationship that customers have with the brand and shows how a new technology is assisting the company in expanding its connection with customers.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=1272793&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=iOF7aAVZMqA&amp;video_target=tpm-plugin-eh4h1rjg-iOF7aAVZMqA\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/HarleyDavidsonCommunityBrandIBM_transcript.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for &#8220;Harley Davidson &#8211; Community, Brand, IBM&#8221; here (opens in new window).<\/a><\/p>\n<p>What are some elements of the Harley Davidson\u00a0buyer persona?<\/p>\n<p>How is technology being used for customer relationship management?<\/p>\n<h2>Key Terms<\/h2>\n<p><strong>Buyer persona.<\/strong> Fictional, generalized representations of an ideal customer\u00a0that\u00a0help a marketer understand current and potential customers better.<\/p>\n<p><strong>Customer relationships management.<\/strong> \u00a0A discipline in marketing combining database and computer technology with customer service and marketing communications. Customer relationship management seeks to create more meaningful one-on-one communications with the customer by applying customer data (demographic, industry, buying history, etc.) to every communications vehicle.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-910\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Video Introduction. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Harley Davidsonu2014Community, Brand, IBM. <strong>Authored by<\/strong>: Chris Sparshott. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/iOF7aAVZMqA\">https:\/\/youtu.be\/iOF7aAVZMqA<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-910-1\"><a href=\"https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=C\" target=\"_blank\" rel=\"noopener\">https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=C<\/a> <a href=\"#return-footnote-910-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":20,"menu_order":27,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Video Introduction\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Harley Davidsonu2014Community, Brand, IBM\",\"author\":\"Chris Sparshott\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/iOF7aAVZMqA\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"}]","CANDELA_OUTCOMES_GUID":"f0404d0e-8624-49c4-8a0a-3e55be40d296","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-910","chapter","type-chapter","status-publish","hentry"],"part":91,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/910","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/20"}],"version-history":[{"count":19,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/910\/revisions"}],"predecessor-version":[{"id":9028,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/910\/revisions\/9028"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/91"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/910\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=910"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=910"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=910"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}