Kawi Develops New Marketing Initiative

Kawasaki Motors Corp., U.S.A. (KMC), Irvine, Calif. has hired direct and targeted marketing company Harte-Hanks, Inc. to expand its lead generations program by collecting customer information and delivering sales leads to the more than 1,500 powersports dealers supplied by the manufacturer.
The project will be done in two parts.
Initially, Austin, Texas-based Harte-Hanks plans to help KMC improve its customer service system by creating an integrated contact center to handle inbound calls and assist customers in finding the right product and dealer for their needs.
Then, as part of KMC’s ongoing customer relationship management (CRM) initiative, Harte-Hanks plans to develop a lead management system to manage Kawasaki’s response management, fulfillment and distribution needs, as well as qualify and forward leads to appropriate channels for follow-up.
The second phase of the project includes implementation of Harte-Hanks nexTouch Response Center, a lead management system that will enable Kawasaki’s sales and marketing processes to distribute prospect information quickly to dealership sales persons. Harte-Hanks nexTouch also is designed to provide KMC with the ability to query program data at any point in order to make key decisions or measure performance.
Harte-Hanks officials say their goal is to better position KMC to be able to convert prospects to owners, and owners to repeat buyers.
Gary Skidmore, corporate officer and senior vice president, Harte-Hanks, Inc., says his firm “will help Kawasaki meet its CRM objectives by increasing the effectiveness of its customer and prospect communications and maximizing its lead management programs to find customers faster, build more effective relationships, and sell more products and services.”
“As part of our integrated communications strategy, effectively managing our customer relationships at all points of contact is a top priority,” said Paul Millard, CRM coordinator, Kawasaki Motors Corp., U.S.A. “We wanted a strategic partner to help us to create and execute an integrated communications process.”

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