Hero Honda : Goodlife CRM program

Hero Honda Motors launched a Customer Relationship Program in the year 2001.

The program was completely managed manually and was difficult to manage and

there were always challenges in ensuring authenticity of the data.

This led to upgrading of the manual processes in the Passport program to an

electronic platform called GOODLIFE wherein a smart card is issued to the

customers. The new system began in January, 2009 and in a short span of 9 months

the program was rolled out to almost 2000 touch-points of Hero Honda, covering

all dealers and SSPs and around 4000 dealer staff were given hands on training.

With the introduction of a software and online process (right from online form

filling to redemption of gifts) there is complete authenticity of information

captured and retrieved. The use of technology has increased management

efficiency of the CRM program by providing real time information of the

customers. Authenticity of information is no more questionable, the processing

time has reduced from approximately three months to five days. Status of points

and gifts redemption is visible to dealers as well as customers. Dealers'

overhead costs have reduced because of a completely paper-less process also

dealers now have access to lot more analytics to help them do target marketing.