Founded in New South Wales in 1985, before expanding to New Zealand in 2006, Harrier National helps automotive dealerships to retain, build and manage their customer base.
A core pillar of their offer is Customer Retention Management services, using technology to help dealers to communicate with customers, strengthen relationships and generate revisits.
‘Our legacy business applications were a bottleneck. It wasn’t a matter of just fixing what was no longer adequate. We first needed to understand how all of these bespoke systems and functions worked together to make the business do what it had been doing.’
Disruption in the automotive industry – dealership consolidation, online car sales, new servicing and warranty models – has increased competition and customer expectations in the sector.
Harrier National’s clients rely on the business to support their targets for sales and growth. One of their key services is providing high-quality Customer Relationship Management (CRM) services. This includes cross-media marketing, CRM solutions and data management to support customer satisfaction, retention and demand generation.
But the company was increasingly hampered by outdated and inadequate applications.
The company needed to review its core systems and functions to remove its bottlenecks, improve its deliverables and restore competitive advantage to its clients.
Areas that were up for improvement included easier access to assets – such as marketing materials and contract PDFs. They needed a system that could serve as the single source of truth to improve searching, retrieval and reuse of assets.
Having realized the need for complete digital transformation of the business, Harrier National engaged Creative Folks, a WoodWing Authorized Solution Partner.
Together, they completed a full review of their core business systems, capturing and documenting processes from across the business, including claims, CRM, finance and marketing.
Equipped with a clear vision of their software needs, they were able to design a new future-proof systems environment and begin vendor selection.
To support their delivery of timely, on-brand communications at scale, the company chose WoodWing Assets digital asset management as the basis of their digital asset supply chain.
They integrated this with SalesForce CRM and Marketing Cloud through the Jitterbit integration platform.
WoodWing Assets houses all the contract information generated from the CRM and the accompanying metadata drives their new marketing automation process.
WoodWing is the single source of truth for all assets used in their marketing automation platform. Harrier’s data and assets are now more searchable, discoverable and reusable across the business, saving time and driving significant process efficiencies.
‘Creative Folks had a really strong view on what the architecture of our new platform should look like.’
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