Hero GoodLife Diaries 2019-20 by Admin

VOL 2

GOODLIFE DIARIES F O R I N T E R N A L C O M M U N I C AT I O N O N LY

A N N UA L PA N O R A M A

2019-20

GoodLife Diaries

From The Desk... “We Must strive to create a Rishta Dil Ka” with our customers, so that we are in their hearts, not just in their minds.”

“Do not lower your goals to the present level of your abilities; raise your abilities to the height of your goals!”

Padma Bhushan Dr Brijmohan Lall Founder Chairman-Hero Group

Dr. Pawan Munjal, Chairman, MD & CEO

GoodLife program is the pivot of the relationship with our valued customers. Over the years, it has played a key role in building continuous customer engagement and fostering a sense of familial bonding with brand Hero MotoCorp. The GoodLife customer-connect programs together with the tireless efforts of the Sales and Service teams, go a long way in generating delightful customer experiences and enthusiastic brand advocacy. We will soon launch the re-invented GoodLife program that will be in sync with the emerging Digital way of connecting with customers. Mr. Gurinder Singh Sandhu, Head – Marketing

One of the biggest strengths of Hero is our 90 million+ customer base. Their continued preference for our brand has kept us World No. 1 for 19 years in a row. We have invested in creating a higher order loyal fraternity of our customers in the form of GoodLife Members and we must renew our efforts to ensure that we add more and more customers to this fraternity. We are witnessing unprecedented times and such times call for us to invest ourselves meaningfully in the relationship with each Goodlife member. I have always been of the view that the value a loyal Customer brings to business is beyond measure. Our authentic engagements with these members will certainly add to the ‘Customer Relationship Lifetime Value’ giving us a competitive edge. Let us all further our work towards it. Mr. Naveen Chauhan, Head – Sales & After Sales

In these challenging times, GoodLife as a business tool is a great opportunity for improving Customer Retention. As a Loyalty Program, GoodLife hinges upon building meaningful and lasting relationships with our Customers in all the facets that it interfaces with, be it Dealership Network or be it Workshop. Nurturing the Customer is an important business requirement at this juncture and let us capitalize upon the Loyalty and Advocacy of the huge memberbase and provide them with Enriching & Differentiated Experience at our Workshops. Mr. Manish Srivastava, Head – Customer Experience

The core intent of GoodLife Program is to ‘Build, Nourish & Cherish Customer Relationship’ at all levels, delivering value. Thus, just like Customer Acquisition is a critical part, so is Customer Retention and Customer Development. GoodLife as a loyalty Program hinges upon ‘Relationship at its core’ and last year has been an achievement of sorts. Not only did the Customer Engagement thread got interweaved into a beautiful necklace, engaging meaningfully with Customers, Dealer fraternity and indeed our own very fierce sales and after sales team added flavor to the story of achievement. ‘GoodLife Diaires’ is a panoramic view of all the Campaigns. Cherish it for you have contributed meaningfully towards this relationship journey. Dr. Sujita Khemka, Head – CRM

GoodLife Diaries

GoodLife Dream, Mission & Benefits

Dream

“To become a differentiated and aspirational Relationship Program for Hero Customers”

Complementary Accidental Death Insurance cover of Rs 1 Lakh

3 Year GoodLife Membership

Earn Attractive GoodLife Points on spends at Workshop

Get Referral Points & Gift in Successful Referral Sales

Avail Regular Gifts or Vouchers from GoodLife Points earned

n o i s Mis

GoodLife Benefits

Attain Joining Bonus Points, Double Points in Birthday week, 50 Bonus Points on valid PUC done Get 100 bonus points on each Service, an additional 500 Bonus Points after continued 5 Services

Get a chance to win a Hero Two-Wheeler under "Winner of Month" & "Winner of Quarter"

“To deliver Value through meaningful relationships and engagement with our Customers, to build a strong brand affiliation for Hero”

GoodLife Diaries

Hero GoodLife Felicitation by “2019 DMA ASIA ECHO Awards” IT’S NOT A MARKETING AWARD IT’S A REFLECTION OF GREATNESS The ANA International ECO Awards recognize the actual solutions to real problems that brands face every day. Winning Campaigns are strong at their strategic core. Sharp along their creative edge and powerful enough to deliver a clean, crisp, authentic, brand experience that drives real results. • 2019 DMA ASIA ECHO Awards presented by DMAi CREATEFFECT Awards • Hero GoodLife has been conferred with the prestigious DMAi CREATEFFECT Awards in “Silver Metal for GoodLife Customer and Dealer Executive Program”.

DMA ASIA ECHO AWARD

2019

GoodLife GoodLifeDiaries Diaries

AT A GLANCE Driving success at all fronts with PARTICIPATION OF

3 Lac+

SUPPORT OF

2000+

DEDICATION OF

MEMBERS

DEALER/ASC NETWORK

FIELD FORCE

600+

Elevating Engagements Across TGs CUSTOMER i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii.

GoodLife Vote for Nation Engine Overhaul Campaign May’2019 World Cup Bonanza Predicta – Predict & Win World Environment Day Monsoon Offer GoodLife XPulse Campaign GoodLife Scooter Carnival Festival Scheme for GL Customers GoodLife Renewal Campaign GoodLife on Wheel GoodLife Mission 40 GoodLife Master Chef New Year Bonanza Engine Overhaul Campaign Feb’2020 Mega Service Carnival Women’s Day Campaign

DEALER FRATERNITY i. ii. iii. iv. v.

Khusiyon Bhara Referral 2.0 Vijeta 3.0 GoodLife Carnival DSM Meet to promote GoodLife Enroll & Referral Sales GoodLife Warrior Campaign

SAS TEAM i.

TOP Gun R & R - Dec'2019 (Fitbit Charge 3) ii. TOP Gun R & R - Nov'2019 (Amazon Echo) iii. TOP Gun R & R - Oct'2019 (Smart Sunglasses) iv. Nakshatra (Jan’20-March’20)

GoodLife Diaries

Vote For Nation Empowering GoodLife Members To Vote Campaign Period: 11th April – 23rd May 2019 Target Audience GoodLife & Lady Rider Club Members

Idea To engage with the existing GoodLife & Lady Rider members. This initiative was aimed to urge more Hero GoodLife members to vote in 2019 General Election.

Way to Participate •

Every member who Voted was rewarded with 500 Bonus Points

•

They had to visit the Hero GoodLife outlet and show their Voting Mark to earn 500 Bonus Points

Participation More than 8265 GoodLife members came to show their support for ‘THE VOTE FOR NATION’ Campaign.

Zone

Dealer Participation

Member Participation

North

132

2064

East

2628

West

973

South

1783

Central

817

Total

411

8,265

GoodLife Diaries

Engine Overhaul Campaign Bonus Points On Transactions Campaign Period: 15th May -14th June 2019 Target Audience GoodLife & Lady Rider Club Members.

Methodology During the campaign Members were given Additional Bonus Points.

Campaign Benefits â&#x20AC;˘

500 Bonus Point were given to GoodLife Members

Campaign Participation & Results 30293 Transactions had been recorded & 29759 members were given 500 Bonus Points on every transaction.

Zone-Wise Counts Zone

Transaction

Member count

Central

6,757

6,619

East

3,120

3,092

North

10,096

9,872

South

6,900

6,828

West

3,420

3,354

Grand Total

30,293

29,765

GoodLife Diaries

30TH MAY

TO 14TH JULY’19

World Cup Bonanza Transaction Based Campaign 30TH MAY

Campaign Period: 30th May – 14th July 2019

LY’19

TO 14TH JU

Target Audience GoodLife & Lady Rider Club Members.

Methodology "CRICKET WORLD CUP CELEBRATIONS" to create excitement during the World Cup Matches. The benefits were

given on Enrolments, Referrals & Renewals during World Cup 2019.

Campaign Benefits 200 Additional Bonus Points on Enrolment

1.5X Points for Scooter & Premium Model Referrals

2X Points for Scooter & Premium Model Self-Referrals

500 Additional

Bonus Points on Renewal

Campaign Participation & Results 2,54,780 Hero Customers and members participated in the campaign.

Snapshot

Participants

Lady Rider

GoodLife

World Cup Campaign

2,54,780

95%

Enrolment

2,26,555

95%

Renewals

26,256

94%

Referrals

2,189

10%

90%

Self Referrals

350

13%

87%

GoodLife Diaries

World Environment Day Members To Show Care About The Air This campaign was just a step further to our continuing commitment towards a clean and green environment initiative.

Campaign Period: 5th June – 11th June 2019

Show you care about the air V

JAN

OCT

MAR

POLLUTI

DEC

SEP

APR

G AU

JUL

O RA

JUN

NTROL CO

UNDER ON

T E OF TRA N

Target Audience GoodLife & Lady Rider Club Members.

Idea An initiative ‘CARE ABOUT THE AIR’ with the objective of encouraging GoodLife members for proper maintenance of their vehicles which will provide benefit to them as well as to the environment.

Way to Participate •

Members had to visit their nearest Hero MotoCorp Outlet

•

They were required to show their updated PUC certificates to be eligible for 250 Bonus Points

Participation More than 485 members were rewarded with 250 Bonus Points.

Zone

Dealer Participation

Member Participation

North

East

227

West

South

107

Central

Total

145

485

GoodLife Diaries

30TH MAY

TO 14TH JULY’19

Predicta - Predict & Win Contest Online Engagement Initiative Campaign Period: 13th June – 14th July 2019

Target Audience GoodLife & Lady Rider Club Members.

Methodology •

The GoodLife members could win Service Vouchers by predicting the outcome of all India matches including Semi Final & Final

•

A Campaign SMS with Bitly link sent to the members’ mobile numbers (One day prior to the Scheduled Match)

•

During the contest one question per Match was asked for all Matches played by Team India including Semi Final & Final

•

The names of the winners were displayed in the winners section by the next day of every match

Campaign Benefits

•

The first 50 correct predictors of India matches were rewarded with Hero Service Vouchers of Rs.200

•

The first 100 correct predictors were rewarded with Hero Service Vouchers of Rs.300 during Semi - Final and Final

GoodLife Diaries

Predicta - Campaign Results 23,399 GoodLife members participated in the campaign Date

Teams

No. of Responses

Remarks

13thJune

India V/S New Zealand

2417

Match got Abandoned No Winners Announced

16thJune

India V/S Pakistan

2067