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It’s ‘Hog Heaven’ For Harley Web Site Visitors Motorcycle firm takes ‘cool’ to the extreme with website
While it’s true that the World Wide Web and its proliferation of Web spaces is now a fact of life - and business; only a very few companies are taking full advantage of the power of connectivity this new business environment represents. And even fewer have a vision of where this extraordinary set of tools and capabilities might take us. Part of the challenge is "stepping out" of the traditional business-customer model that is most often represented by the storefront scenario. You open your doors, you greet customers, you provide a product or service and your customer leaves; hopefully to return at some point for an additional sale or service requirement. In most cases, the Web environment has mirrored "what we know," because … well … it’s what we know. Most e-commerce initiatives include a catalogue of their wares and some ability (although not always) to fill an electronic shopping cart and "check out" with a secure credit card transaction. But the truly successful Web sites are using the Internet to connect with customers who are increasingly demanding. Yes, they want it now, but the "it" is so much more. It’s more than information about how to use a product or where to get it serviced. No, the best of the breed are building deep and enduring relationships with their customers by anticipating "what else" they might need or want. One example is the Web environment (calling it a "site" might be an understatement) for the riders/owners of Harley-Davidson motorcycles; arguably a distinct breed of aficionados with legendary appeal. Visit www.hog.com (for Harley Owners Group) and you’ll enter a world geared especially for the customers of Harley-Davidson, Inc. This is not the "company" site, although it’s owned by the venerable (and historic, with a centenary coming up in 2003) company. There are links not only to the Harley-Davidson company Web site (at www.harley-davidson.com), but to everything associated with the experience behind the motorcycle. There’s even a section on renting a Harley for those who aren’t "quite ready" to take the ownership plunge. Still, this is a great example of how a business has recognized the enthusiasm of its customers and provided an environment where those customers can be contagious in their enthusiasm for the product. You may not be a motorcycle enthusiast - there are lots; but the idea behind the "Hog" Web site is transferable to any sort of business where customers want and need the products or services you create. Customers WANT to be satisfied customers. And satisfied customers (truly satisfied) want to share how smart they were to have bought what you sell. They’ll tell their friends, their business colleagues, even their customers how smart they are. And if you’re the reason they’re satisfied, they’ll help you create an environment where even more customers will come knocking - and buying, at your door. But what if your "door" isn’t quite as inviting as it might be? The technology is certainly there to create a Web environment that will keep your visitors coming back. The challenge is often to start with a blank piece of paper and no preconceptions that might limit your thinking. Many companies start out by asking their customers what they like, and (at least as importantly), what they don’t like about their products and, yes, about how they’re treated as customers. When you ask, listen. Take notes. Dream about how your Web space might be a way to address customer concerns and to bring them back … again and again. It’s something the Harley-Davidson company has done at www.hog.com. And you can, too. David Grant is President of CanWeb Internet Services Ltd., a full-service development firm based in Sarnia. dgrant@canweb.com  |
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