Case Studies - Customer Extranet (American Honda)
Client Profile :
American Honda Motor Co. (AHM) has had tremendous success in leveraging the Web to serve prospective customers through its Honda and Acura division Web sites. AHM recognized that the Web could also be utilized to offer services to current product owners in order to meet other key company goals - increasing lifetime owner loyalty and establishing a channel of communication with customers throughout the ownership life cycle.
URL: www.ahm-ownerlink.com
Overview :CWD worked with AHM to devise an effective online strategy for extending its relationship with current customers. With this strategy in place, CWD designed and developed Owner Link, a personalized Web site that provides a full suite of product-specific information and services for Honda and Acura owners.
Business requirement :
CWD was tasked with creating an Internet solution that would accommodate all of AHM's product groups while maintaining a distinction between the multiple brands. To achieve the desired level of personalization, seamless integration with existing business systems was essential. Additionally, participation by dealers, the primary point of contact with new customers, would be instrumental in achieving this goal.
CWD Solution :
To create a strong foundation for this initiative, a team from CWD and Honda completed a comprehensive Strategic Assessment employing CWD's proprietary consulting process. Following extensive customer research, dealer interviews, industry research and a thorough analysis of AHM's business requirements, the team mapped out Owner Link's design, content and functionality, along with a phased implementation plan.
To provide a unique experience for each user, CWD designed and built a dynamic site that delivers content tailored to the user's products. Personalized information and services available on Owner Link include maintenance schedules, service records, and recall information.
CWD Offerings :
- Personalized model-specific content and images for all Honda and Acura automobiles, 1980-present
- Model specs, maintenance schedules, troubleshooting tips, appearance care information, and FAQs
- Recall information and repair status, personalized based on VIN
- Dealer locator and contact information
- Electronic service reminders
- Trade-in value (integrated with Kelley Blue Book)
- Service records
- "Test Drive" allows unregistered users to access most content and features
Technology
Owner Link's three-tiered architecture is built on the Microsoft platform, using ASP, COM objects, and SQL Server 7.0. Web servers run IIS 5.0 under Windows 2000 Advanced Server.
Extensive use is made of XML. A secure XML-based messaging system integrates Owner Link with dealer management systems to provide users with service reminders. Additionally, CWD integrated a third-party dealer locator system that uses Vicinity mapping technology.
CWD and AHM also integrated Securant ClearTrust, an enterprise single sign-on system. With this software in place, registered Owner Link users can access other participating AHM sites using the same user name and password. The participating sites share a secure, centralized customer database, so that users do not have to re-enter personal data as they navigate between the sites.
Results
Owner Link's extensive, personalized information and services represent a valuable offering for AHM customers. Site navigation and accessible, dynamic content are geared toward customer satisfaction, a key driver of customer loyalty. Additionally, the site enables AHM to capture useful data and communicate with its customers in a centralized, online location.
Contact Us with your Requirements and get a FREE QUOTE.
