Honda Australia MPE Standardises on Salesforce.com – Utilizing Multiple Applications to Deliver Software-as-a-Service Strategy to All Customer Facing Employees

Australian subsidiary leads international manufacturing giants towards the future of computing

Honda Australia MPE to manage more than one million contacts on-demand and measure marketing campaign effectiveness for the first time


Expects to implement salesforce.com’s award winning on-demand Customer Relationship Management (CRM) solution and three applications from The AppExchange in under 8 weeks

SYDNEY, Australia – October 2007: Salesforce.com, the market and technology leader in on-demand business services, today announced that Honda Australia Motorcycles & Power Equipment Pty Ltd (Honda MPE) has selected salesforce.com to manage all its customer, sales
and marketing information.

Honda MPE Australia is one of the 35,300 companies of all sizes, industries and geographies that comprised the salesforce.com customer base as of July 31, 2007. Revenue and subscribers will be recognised as the service is delivered.

In operation since 1991, Honda MPE imports motorcycles, power equipment and outboard engines and assembles lawnmowers and brushcutters. With annual sales in excess of 200,000 units representing over $350million of turnover, Honda estimates that it has more than 1 million
Honda products currently in active use in Australia.

Honda MPE will use Salesforce to better communicate with its Australian customers, as well as automatically track and manage marketing campaigns. With this insight, Honda will be able to target marketing campaigns like never before.

According to Craig Bassett, IT Manager at Honda MPE: “interestingly, we weren’t looking for an on-demand solution, but chose one after discovering how cost effective and easy to use Salesforce is. That we don’t need to worry about managing the system on-premise is also a huge advantage. It frees up our IT staff because they don’t need to worry about software upgrades, disaster recovery or extra security.”

With Salesforce, Honda MPE wants to drive top and bottom line growth by evolving its marketing campaigns to a new level. As such, Honda MPE will implement a two-phase business strategy. Phase one: Cleanse data to target marketing campaigns for growth Honda MPE has a database of approximately one million contacts, but only around 250,000 of those are qualified. Of the remaining 750,000, Honda MPE has little insight into details like their age, gender, occupation, customer purchase history, or even if the customer still owns a Honda MPE product.

Bassett had run direct mail and email marketing campaigns in the past, but was not sure he had targeted the right demographic, and had no way to measure the campaign’s success. “We had used another system as our contact database, which was more than seven years old and too basic to give us the customer detail we needed,” said Bassett. “It didn’t have a marketing function, which is an area of the business we wanted to improve. Most data was out of date, and as a result the response rates on our marketing campaigns were low. With Salesforce we’ll be able to clean up the data and validate each contact,” he said.

Honda MPE will transfer all customer data over to Salesforce, and qualify every contact in the process. Once contacts are transferred, Honda MPE will be able to:

  • Automatically record every customer touch point to keep records up to date;
  • Track customer satisfaction levels and identify gaps in service delivery to take
    customer service to a new level;
  • Track customer complaints for prompt follow-up;
  • Update customer information online anywhere, anytime, so updates are immediately
    available for marketing and customer service departments;
  • Understand and profile customers based on spend history to offer more tailored
    levels of service based on the type of customer;
  • Integrate with other departments including Honda Australia Rider Training, Honda
    MPE’s motorcycle training division, and Honda Riders Club Australia, Honda MPE’s national members association, to leverage cross-department sales opportunities;
  • Track service information on Honda products for a complete customer service history.
“The end goal for us is build unprecedented understanding of our customer base so we can continuously improve the way we communicate with them,” said Bassett.

Phase two: Improve customer service experience and measure campaign success for the first time

“Once we have clean data, we can use it to better market to our customers. We’ll be able to provide a better customer experience, so when they do contact us, we’ll know exactly who they are,” he said. Honda MPE will launch targeted marketing campaigns from within Salesforce, and measure their success for the first time. Honda MPE will also implement custom applications from the AppExchange, salesforce.com’s online marketplace for business applications. Honda MPE will implement:

  • Clicktools: Honda MPE will use Clicktools to create custom online forms and surveys to send to customers for feedback on service levels.
  • SMS for AppExchange: Honda MPE will be able to send and receive, report and analyse SMS communication from within Salesforce. This will be a fast way to notify customers of new and relevant offers as well as deal with time-sensitive issues such asproduct recalls.
  • Computer Telephony Interface: Honda MPE will integrate its call centre with Salesforce using a custom Computer Telephony Interface. As calls come in, the name and company of each caller will automatically be brought up so staff can prepare and greet customers personally.
Honda MPE plans to have Salesforce up and running in a matter of months, and further customise the product with multiple interfaces next year. Sqware Peg, salesforce.com’s premier Australian implementation partner, has been engaged to support their implementation.

“The beautiful thing about the on-demand model is how quickly it can be implemented. This means that we can focus on driving innovative business strategies as opposed to simply managing infrastructure,” said Bassett.

About Salesforce.com

Salesforce.com is the world’s largest provider of customer relationship management (CRM) software. For more information about salesforce.com (NYSE: CRM), visit: www.salesforce.com/au/.

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase salesforce.com applications should make their purchase decisions based upon features that are currently available. Salesforce.com has headquarters in San Francisco, with offices in Europe and Asia, and trades on the New York Stock Exchange under the ticker symbol “CRM.” For more information please visit http://salesforce.com/au/, or call 1800 667 638 (Australia) or 0800 450 064 (New Zealand).