ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Customer Experience is Manufacturer's Focus

Updated on September 12, 2019
Jared Burt profile image

Jared Burt is co-founder of Hero Hub Inc. He served as a dealership owner and as an OEM leader in the powersports industry for 20 years.

2020 New Product Launch

José Boisjoli (CEO, President and Chairman of the Board of BRP) took the stage in Las Vegas Tuesday night in front of about a thousand dealers and distributors. In addition to launching new 2020 Can-Am and Sea Doo models, he surprised the dealers announcing BRP's entry into the electric motorcycle market.

BRP has built electric vehicles before. Currently, they offer an e-cart in Europe that will come to the North American market. Failed attempts at electric vehicles in the pat include the Hybrid Spyder and the Electric Can Am Commander. Boisjoli rode a concept electric motorcycle on stage stating, "We are committed to creating the next customer experience." Urban mobility is an area of focus for Boisjoli and they see electric vehicles in the future of BRP. Seven concept vehicles were on display at the dealer show.

2020 Can-Am side by side lineup.
2020 Can-Am side by side lineup. | Source

The Next Customer Experience

Boisjoli discussed the global changes in the retail industry. "We need to anticipate our customer will evolve. We all see the trends. Think about phone services, online music or car sharing. Younger generations are happy to pay as they go. And, as you have noticed, many of them have different purchasing habits than their parents do." BRP seems to be in touch with consumers launching products like the new 2020 Can-Am Spyder RT and RT Limited that were derived directly from customer feedback. For example, the new Spyder RT now features a top case that holds helmets for both the rider and the passenger, an example of how BRP is listening and acting.

Electric Motorcycle Concept

BRP Electric Motorcycle Concept Vehicle
BRP Electric Motorcycle Concept Vehicle

The Experience Team

BRPX is a new team with a new focused mission to improve the brand experience for customers. "Their mandate is innovation beyond the product. Their aim is to come up with experiences and creative new ways to make BRP products accessible to more people." Customer experience design and innovation are priorities for Boisjoli.

Earlier this month, BRP was recognized by Pied Piper for having the dealer network that provides the best customer experiences among twenty three UTV/off-road vehicle dealers in the United States. This is the second year in a row BRP has earned the top honors and they do not seem satisfied with the accomplishment.

José Boisjoli - Customer Experience Innovation

"Their mandate is innovation beyond the product. Their aim is to come up with experiences and creative new ways to make BRP product accessible to more people." José Boisjoli

2020 Sea Doo demo ride.
2020 Sea Doo demo ride. | Source

Rewarding Dealers for Great Experiences

Because the face of the Can-Am, Ski-Doo and Sea Doo brands are the network of dealers around the globe, BRP carefully selects and supports their dealer partners. Internal customer satisfaction scores are measured by the dealer's CSI (Customer Satisfaction Index). If the CSI score is low due to poor customer feedback, then dealer margins suffer. One dealer said that one or two bad customer surveys can make a big impact on the retail rewards percentage they receive for key performance metrics. In addition to the CSI dealer incentives, BRP has an extensive training program that dealership personnel are required to complete in order to become Platinum Certified, a distinction that also earns them better margins on BRP products.

Dealers Attending the Dealer Show

A new BRP dealer, D & P Performance after hearing the announcement of new electric concept vehicles.
A new BRP dealer, D & P Performance after hearing the announcement of new electric concept vehicles.

Next Steps to Create a Better Experience

Boisjoli made it clear that the future depends on a new generation of BRP customers. Urban mobility and sustainable mobility is important to that generation. BRP's commitment to the electric vehicle market was made clear tonight. Innovation "beyond the product" is an initiative for the BRPX team to design a new customer journey compatible with new products and the evolving preferences of customers. Making "BRP products accessible to more people" will include an omni-channel approach to distribution. Today, BRP is limited to retailing product to consumers walking into dealer's showrooms. Will additional digital e-commerce channels provide customers additional access to Can-Am, Sea-Doo, and Ski-Doo products?

The dealers will likely play a huge role in the future customer journey. However, digital and business model transformation is imminent. Will BRP help dealers reposition their value proposition to align with these changes? It is certainly clear that BRP is taking a leadership role in preparing for the future of retail in specialized motor vehicles.


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)