Harley-Davidson, a US motorcycle manufacturer, went to extraordinary lengths to build customer loyalty. Its passion for customers, plus its product quality, enabled it to maintain an humoured status and profitability against intense Japanese competition. Among other things the company: 1. Put a statement on its website that said "It's one thing for people to buy your products; it's another for them to tattoo your company's name on their arm." And some customers actually did. 2. Designed its webs...

BPIR Categories

1.2.3 Identify new innovations that meet customer needs
13.1 Develop and manage supplier/customer partnerships
4.2.1 Manage sales & sell products & services
4.1.1 Identify market segments & target customers

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