2011 COLLOQUY Loyalty Awards
Award: Innovation in Loyalty Marketing (International)
Initiative: Hero MotoCorp GoodLife Program
Hero MotoCorp was leading the pack in India's fiercely competitive Two-wheeler industry - a market estimated at $12 million in 2010. But to stay ahead of the competition, it needed to devise a plan that would help retain customers, grow its share of market, increase sales and support the dealer network. They put it in gear with The Hero MotoCorp GoodLife Program (Customer Relationship Program).
The plan was designed to enhance customer satisfaction and initiate higher levels of member engagement by making them brand ambassadors to generate referral sales and boost service visits. The program also had as its objectives, increased revenue opportunities for dealers and an increase in customer volumes as well as volume of transactions.
Multiple levels of engagement were deployed including transaction-based rewards, exclusive event invites, personal accident insurance, service continuity bonus, transaction benefits on special occasions like birthdays, anniversary, quarterly newsletters and interaction through a program website.
Results: The program met its objectives beyond all expectations. It built a consolidated base of loyal customers, and produced a whole new distribution platform for the company - one that contributes an amazing 14% of sales, purely through referrals given by members, in addition to incremental sales for dealers. With 380,000 members being added every month and a membership base of over 7,200,000, this loyalty program is the largest customer relationship program of its kind in India.
See Hero MotoCorp's award entry.
See COLLOQUY's September 2011 issue for more on 2011 COLLOQUY Loyalty Award winners and finalists.
