11. PRODUBAN 11
1981 senior members of Harley-
Davidson bought back Harley-
Davidson Motor Company from
AMF.
1983 H.O.G was founded.
1987 Harley-Davidson began its "Buy Back
Program" which offered full trade in value
within two years on certain models.
1986, Harley went public
obtaining a place on the New York
Stock Exchange.
1990 the Fat Boy design was introduced and quickly
caught on keeping an old style lines.
The name Fatboy was derived by combining the names of
the two atomic bombs "Fat man" and "Little Boy" which
were dropped on Nagasaki and Hiroshima. It was destined
from the start to become a Collector's item among biking
enthusiasts.
2013 H.O.G.rally nearly 7000 only in
Milwaukee. It is celebrated in 11
countries in six continents.
1990 1995 2000 2005 2010 2015
1982 Just in Time Manufacturing JIT–
(aka Lean Manufacturing) implemented
refers to a system of manufacturing in
which products are not built until the
product is ordered and paid for.
2008 Global recession
Long-Term Stock History Chart Of Harley-Davidson. Yahoo. http://long-term-investments.blogspot.com.es/2012/02/stocks-with-dividend-growth-from-last_11.html
1984 The first H.O.G. rally in
1984 in California, 28 people
showed up
2000 H.O.G have over 500,000 members.
12. "We sell to 43-year-old accountants the ability to
dress in leather, ride through small towns and have
people be afraid of them"
Harley Davidson - VP John Russell.
Good Afternoon, we are Tomás Hernández and (me) Samuel Seguro and we are going to talk about Harley-Davidson…
We are not Harley-Davidson sales agents but this company is one of the best examples to exemplify what we are really want to talk.
We are going to talk about…CUSTOMER EXPERIENCE
So it is clear that the first question is…What is Customer Experience?
Anybody knows anything about Customer Experience? ….it would be curious being in an IT Company
We could summarize Customer Experience in this picture:
Try to think…….….what is the reason, for this man, to choose a brand logo for a long life tattoo?
…I forgot to mention that the advertisement that you have just watched before…it is not an “official” commercial from Harley-Davidson…it was created by Andreas Bruns.
Furthermore, what Andreas was using to promoting the brand?
…He was not promoting motorbikes, he was not showing amazing motorbikes design or powerful engines with enchanting sound’s engines…
What does he was showing? ….
He is showing EMOTIONS
…how so engagement can be achieved ?
Look…
Henry Ford
In 1900…If I had asked people what they wanted, they would have said faster horses.
Customer often buy things because they find themselves with a problem they would like to solve.
This is the first challenge that companies face….defining what job the customer is trying to get done.
In this case it seems clear…Faster Horses.
What was Henry Ford wanted to discover asking to people?
He wanted to know the JOB TO BE DONE by people…
Faster Horses?….is the product. If you focus in your product…you will add new features, updates, improvements, without add real value to your customers.
I you focus in your customers, asking directly what they want…. could happen this:
Do you know what it is?
This a car designed by Homer Simpson for his brother’s company attending to all his desires and needs.
It is aligned with customer’s requirements, completely reachable by technology but …it impossible to sell because the production cost was above 1 Million Dollars.
In the present…If we go out to ask people what they need….they surely answers faster cars or energy-saving cars.
But, if you try to find out what job people is trying to get done that can cause them to hire your services or products…you will find that they want to get from A to B quickly.
How? …it is irrelevant…
Hammer can be used to many things….to build houses, to destroy houses….to hurt people.
But there is an only one porpoise for this tool…a job to be done
Anyone knows? …
Hitting
In the late 70’s HARLEY-DAVIDSON was almost in bankrupt….
Handcraft production… models out of whack…bad quality….poor efficiency, etc. were decisive elements to loose people’s interest, turning the interest of these people into Japanese models… better quality, cheaper and more reliable motorbikes...
They had to make a lot of changes…but Managers stopped to think…
What is the job to be done for a HARLEY-DAVIDSON biker? What are their motivations?
HARLEY-DAVIDSON found that their identity….the look and sound of the bikes were unique…. Customers did not want a simple motorbike…
People wanted feel freedom…People wanted leave the city for a moment…
In words of the last three CEO that Harley-Davidson have had since 1981 is:
"We sell to 43-year-old accountants the ability to dress in leather, ride through small towns and have people be afraid of them" HARLEY-DAVIDSON - VP John Russell.
They do not sell motorbikes or powerful engines….
HARLEY-DAVIDSON creates meaningful experiences for their customers.
To get it…HARLEY-DAVIDSON had to improve their engines, of course, optimize their production management, changed many thing…but, in this cases, technology is irrelevant because it is in constantly change, you cannot use a lever, that changes constantly, to move the world.
In Harley-Davidson case…it does not matter if you use an engine or another one… Engines helps to fulfil dreams but not by itself.
What about the Santander Group?
What is the job that people want to do with our services?
What is the job to be done of our customers?
It is….
Technology?
Online banking?
Maybe a better Customer Service Management?
More Apps?
Webs?
…
Manage their money
To get this…
Technology is a tool. it is in permanent change….
Technology is the core but is not the job to be done, it’s an enabler…
Mobile Apps, Webs, Wearables….are tool that enable to us to get our jobs to be done.
WE know how to use technology.
WE are the best on it.
WE are up to date.
But… WE don’t know why WE do things.
WE are Homer Simpson in banking industry…
We create amazing product but we do not solve the problems of our internal and external customers.
And this is …
We should identify the job to be done for our customers to…
…Frame the problem.
Find the right technology…to solve it.
And create a solution to our customers.
We need you in order to create better experiences for our customers.
