Harley-Davidson® enjoys one of the world’s most recognizable brand images. The Harley-Davidson Bar and Shield stands for quality, adventure and freedom to their passionate customers, and those riders reward it with their loyalty. But being loyal to a brand and being loyal to a dealership that carries that brand are often two separate things.

We had a wide-ranging conversation with Alex Vogel, House of Harley-Davidson’s Parts and Service Director, about how their Milwaukee dealership sees service customers returning year after year for routine maintenance, storage, upgrades and bucket-list motorcycle transformations. Providing exceptional service, supporting its community and consistently hitting key metrics help House of Harley-Davidson enjoy such a stellar reputation. It’s also why their dealership has been recognized with the Harley-Davidson Gold Premier Service Award two years running.

The Harley-Davidson Premier Service Award Program is a comprehensive dealer program that recognizes the very best performing service departments and service staff in Harley-Davidson dealerships relative to customer experience, loyalty and profitability. Harley-Davidson provides a set of merchandising elements that helps dealers showcase their award status with their customers to drive awareness and build trust.

“It’s something we aim to achieve every year,” says Vogel regarding their second Gold Premier Service Award. “You’ve got to treat everyone with the highest amount of care and make sure you’re delivering the same product to everyone.”

Contributors

Craig Fitzgerald, DCI Marketing Senior Editor

Ben Ulik, DCI Senior Motion Design Lead