Digitalizing the Automotive Customer Relationship – 
Changing Dynamics in Customer Communication 
Discussion Paper 
Jong-S...
If challenges can be overcome a large commercial opportunity for Big Data 
usage lies in CRM and marketing via new digital...
For most OEMs the customer relationship is currently fully owned by the 
dealer after the vehicle purchase without any tra...
Current customer communication is standardized for all customers and 
usually is not being sent out at the right time and ...
More customer data will come from centrally managed sources, it is key to 
combine them with the dealer-owned data for an ...
Centrally controlled data sources will enrich existing customer data profiles 
to enable a more customized CRM approach 
S...
New digital touchpoints such as the connected car will enable vehicle user 
identification allowing a more targeted CRM ap...
‘Big Data’ and digital channels enable a more targeted and proactive 
dialogue with customers 
Data-Enabled Customer Commu...
To exploit the full potential of new customer communication touchpoints, it 
is essential to combine customer data from de...
New CRM opportunities arise through the new data sources, but challenges 
have to be faced in order to exploit full potent...
Future CRM will be a combined effort by OEM and its dealers including the 
usage of new digital touchpoints such as via th...
With the umbrella brand ‘Mercedes me’ Mercedes aims to create a seamless 
physical and digital customer experience through...
Jong-Seo Kim 
Iskander Business Partner GmbH 
Paulstr. 19 l 85737 Ismaning/Munich l Germany 
mobile: +49.176.1057 4736 
ph...
Nächste SlideShare
Wird geladen in …5
×

Digitalizing the Automotive Customer Relationship – Changing Dynamics in Customer Communication

1.220 Aufrufe

Veröffentlicht am

IBP Insight:
Digitalizing the Automotive Customer Relationship – Changing Dynamics in Customer Communication

Im Bord Display wird dem Fahrer des Wagens eine Nachricht angezeigt:
„Sehr geehrter Herr Müller, die Wettervorhersagen für die nächste Woche sagen Frost an. Wir empfehlen den Wechsel auf Winterreifen. Ihr Autohändler Schmidt bietet Ihnen das Reifenwechsel-Komplettpaket für 60 Euro inkl. Auto-Wintercheck an. Bestätigen Sie diese Nachricht mit „OK“, um direkt telefonisch mit dem Autohändler zur Terminvereinbarung verbunden zu werden.“

Das Beispiel zeigt: Die digitalisierte Welt und Big Data eröffnen den Automobilherstellern und ihren Händlern eine Vielzahl neuer Möglichkeiten, um in einem kontinuierlichen Dialog mit ihren Kunden zu treten. Datenquellen wie das Connected Car oder Webportale zur Verwaltung des eigenen Fahrzeugs ermöglichen es, dem Kunden zielgerichtete Angebote zu machen. Traditionell war das Kundenbeziehungsmanagement fest bei den Autohändlern verankert. Hersteller waren zwar unterstützend durch Kommunikationsvorlagen oder die Analyse von Kundendaten involviert, sie hatten allerdings wenig Transparenz hinsichtlich der konkreten Kundeninteraktion. Die Kommunikation war weitestgehend standardisiert und ausgelegt für eine große Masse an Kunden auf festgelegten Zeitpunkten.
Neue Datenquellen wie Connected Car, Webportalen oder Social Media werden weitestgehend zentral von den Herstellern verwaltet. Um deren volles Potenzial nutzen zu können, müssen sie mit den Kundendaten beim Händler verknüpft werden. Nur so ist eine gezielte und maßgeschneiderte Kontaktaufnahme möglich.
Dabei gilt es jedoch, Herausforderungen zu überwinden. Automobilhersteller und Händler müssen enger zusammenarbeiten, um die Kundeninformationen an zentraler Stelle zu sammeln, sie zu analysieren und so eine ganzheitliche Kundenkommunikation zu schaffen. Zudem müssen auch die Kunden einen klaren Mehrwert in der Kommunikation sehen, um ihr Einverständnis für die Nutzung und Verknüpfung ihrer persönlichen Daten zu einem 360-Grad-Kundenprofil zu geben.

Die Experten der Unternehmensberatung Iskander Business Partner besitzen jahrelange Expertise im Bereich Customer Relationship Management (CRM) und haben die Chancen und Risiken eines digitalen Kundenbeziehungsmanagements im Automobilbereich analysiert. Wie werden Hersteller und Händler in der Zukunft mit den Kunden in Kontakt treten? Welche Voraussetzungen müssen erfüllt werden? Und wie müssen Hersteller und Händler zusammenarbeiten?

Veröffentlicht in: Automobil
0 Kommentare
3 Gefällt mir
Statistik
Notizen
  • Als Erste(r) kommentieren

Keine Downloads
Aufrufe
Aufrufe insgesamt
1.220
Auf SlideShare
0
Aus Einbettungen
0
Anzahl an Einbettungen
21
Aktionen
Geteilt
0
Downloads
62
Kommentare
0
Gefällt mir
3
Einbettungen 0
Keine Einbettungen

Keine Notizen für die Folie

Digitalizing the Automotive Customer Relationship – Changing Dynamics in Customer Communication

  1. 1. Digitalizing the Automotive Customer Relationship – Changing Dynamics in Customer Communication Discussion Paper Jong-Seo Kim October 2014 20141017 Targeted Automotive CRM FINAL PR.pptx 1
  2. 2. If challenges can be overcome a large commercial opportunity for Big Data usage lies in CRM and marketing via new digital touchpoints Introduction Past & Current Situation • After the car has been purchased at the dealership manufacturers maintain only indirect contact to their customers via their dealer network and therefore have limited control on the relationship • Dealers are in the drivers seat alone to decide what and when to communicate to their customers • Due to often low CRM capabilities and high margin pressure many dealers are not able to do a good job in maintaining the customer relationship To-Be Scenario • Ongoing digitalization of touchpoints and the connected car enable a more proactive and customized communication than before • New digital touchpoints, which serve as data sources such as the connected car & owners pages, will be mainly managed by the OEM • As the dealership will remain an integral part in the automotive value chain as primary sales and service channel, in order to exploit full future CRM potential, car manufacturers and their dealers have to find ways to manage the customer relationship together hand in hand 20141017 Targeted Automotive CRM FINAL PR.pptx 2
  3. 3. For most OEMs the customer relationship is currently fully owned by the dealer after the vehicle purchase without any transparency for the OEM Status-Quo General Prospect & Customer Data Ownership Status: Prospect Status: Customer Scenario: Prospect shows interest for a vehicle and contacts the OEM. Prospects is successfully converted into a customer. Prospect 1a Enquiry via brand website OEM 1b Lead capture Prospect database Lead verification 2 4 Contact and appointment fixing 5 Dealer visit and purchase 3b 6 Lead forwarding Lead Mgmt. System (LMS) Dealer 3a Lead generation Update lead Status „Win“ After the lead is closed in LMS, the customer ownership is fully transferred to the dealer. Scenario: Customer communication in the ownership phase. CRM agency (3rd party) Managed database Central customer database Customer selection Dealer portal Campaign selection Dealer OEM contracts CRM service provider Provides campaign communication assets OEM Customer Send out of campaign in the name of the dealer OEM has no direct access to customer data only on an anonymous level via the 3rrd party provider. 20141017 Targeted Automotive CRM FINAL PR.pptx 3
  4. 4. Current customer communication is standardized for all customers and usually is not being sent out at the right time and via limited channels Vehicle handover Vehicle service Warranty expiry MOT (HU) After- Purchase Ownership (1st - 4th year) Repurchase Repurchase Status-Quo Typical Customer Dialogue Touchpoints Vehicle- Triggered Lifecycle Events Standard Communication Touchpoints Welcome mailing Customer Satisfaction survey Service reminder Extended warranty offer MOT reminder Parts & Accessories offer Recalls Financing, leasing mailing Winter tire offer • Current customer communication is mainly based on vehicle-triggered events, sent out at a standardized date based on vehicle age (e.g. 20 months after registration) and does not reflect the exact date of the target event • Communication focuses on standard events, leaving out a number of potential communication possibilities with the vehicle owner • Some dealers also provide a customer loyalty program (‘Owner Club’), which includes sending a regular customer magazine and/or newsletters, etc. 20141017 Targeted Automotive CRM FINAL PR.pptx 4
  5. 5. More customer data will come from centrally managed sources, it is key to combine them with the dealer-owned data for an effective CRM approach Evolution of Additional Customer/User Data Sources Call Center Customer/user Data Vehicle Service Vehicle Purchase Parts & Accessories Sale Service Direct Online Sales Owner Pages Social Media Communities Electric Vehicle Connected Car Data source used for CRM maturity level: High Medium Low Car Sharing 20141017 Targeted Automotive CRM FINAL PR.pptx 5
  6. 6. Centrally controlled data sources will enrich existing customer data profiles to enable a more customized CRM approach Sample Data Types per Source (Centrally Controlled) Data Types (extract) Data Availability (relative to overall share of customers) Ease of Integration (to existing customer data) Service Call Center • Contact reasons • Contact frequency • Satisfaction High Easy Direct Online Sales • Purchases • Products of interest Low Easy Owner Pages • Log-In frequency • Activity types Medium Easy Social Media Communities • Posts • Likes • Interests Medium Difficult Connected Car • Telematics • Driving behaviour • Diagnostics • Users Low Medium Car Sharing • Usage frequency • Telematics Low Medium Electric Vehicle • Battery usage • Telematics Low Medium 20141017 Targeted Automotive CRM FINAL PR.pptx 6
  7. 7. New digital touchpoints such as the connected car will enable vehicle user identification allowing a more targeted CRM approach Vehicle User Identification & Communication Owner/User User User User Real-time Service Reminder Location-based offer for local grocery store Location-based event invite to club night In car app update based on user profile Targeted Communication • New digital touchpoints such as the car itself or owner portals potentially allow to create specific user profiles for a vehicle • Identification of vehicle users in addition to vehicle owner allow to make user-targeted offers or increase effectiveness of up-selling/cross-selling offers towards the vehicle owner (e.g. second car for wife, children) 20141017 Targeted Automotive CRM FINAL PR.pptx 7
  8. 8. ‘Big Data’ and digital channels enable a more targeted and proactive dialogue with customers Data-Enabled Customer Communication Possibilities After- Purchase Ownership Repurchase Customized Repurchase Offer Real-time Service Reminder In-Car App Update/ New App Promotion Vehicle Diagnosis and Repair Location-based Offer Remote Recommendation Location-based Event Invite Customized Up-/Cross-Sell Waiting Period Sample communication channels: In-Car Mobile app Owner portal Mailing E-Mailing Customized Win-Back Offer Call Center • New digital touchpoints such as owner pages, apps and/or the connected car itself allow for various new communication possibilities along the customer journey • These data-enabled communication touchpoints create an uplift in upsell and cross-sell opportunities through a better targeted and customized interaction • Overall a closer dialogue can be established and improve relationship-building with customers throughout the entire the customer lifecycle 20141017 Targeted Automotive CRM FINAL PR.pptx 8
  9. 9. To exploit the full potential of new customer communication touchpoints, it is essential to combine customer data from dealers and central sources Collaborative Approach between OEM and Dealerships Scenario for a OEM/Dealer Collaborative Set-Up OEM Dealership Centrally managed Provide customer data Receive customer intelligence Customer Central customer database & analytics Centrally managed Digital services Generate data CRM communication to customer Communicating directly to customers • In order to consolidate different data sources from centrally managed sources as well as dealer sources, the OEM provides and controls a centrally managed customer database together with internal analytical capabilities • Dealers have direct access to customer intelligence and are empowered to execute own CRM activities • In addition, also the OEM will communicate directly to customers through centrally provided touchpoints such as apps, social media, owner pages and the car itself • All communication from dealer and OEM towards the customer have to be aligned • Call-to-action will predominantly be ‘drive to dealer’ for traditional offers such as test-drives, servicing, etc., but will also include drive to online or feature instant offer conversion inside the car or via app 20141017 Targeted Automotive CRM FINAL PR.pptx 9
  10. 10. New CRM opportunities arise through the new data sources, but challenges have to be faced in order to exploit full potential Main Challenges Dealer Willingness to Collaborate: • Currently for most OEMs, their dealers are owning the customer data without transparency for the OEM nor the possibility to communicate with their customers directly • But in order to use customer data from the new sources to their fullest potential, it is crucial to combine this information with the customer data that is owned by the dealers • Dealers have to be convinced about the benefits of sharing their customer data with the OEM and at the same time have to be ensured about their continuing importance as touchpoint in the automotive value chain for the OEMs Customer Willingness to Share Data: • In the connected world today, many customers are very sensitive in providing unrestricted access to their personal data due to privacy reasons • In order for customers to increase their willingness to share their information with the OEM or the dealer, they will need to see a clear benefit for them (e.g. analyzing driving habits to provide tips to increase fuel efficiency) • Therefore it has to be transparent to customers, which kind of data is collected and for what reason Speed of Consumer Adoption: • At current stage, familiarity with new services such as the connected car itself or online owner’s portal is still underdeveloped in most markets, but with an increasing trend • Familiarity and attractiveness of these new services will be key factors to drive speed of consumer adoption • Having a significant amount of consumers using these new services is a prerequisite in order to use the data generated from these sources for CRM purposes 20141017 Targeted Automotive CRM FINAL PR.pptx 10
  11. 11. Future CRM will be a combined effort by OEM and its dealers including the usage of new digital touchpoints such as via the connected car Key Success Factors Create a 360° customer view • Moving forward customer data will come from even more sources compared to in the past • Already in the past OEMs were not only dealing with the challenge of not having direct access to customer data from Develop all embracing CRM analytics • Connected cars, owner pages, social media presences, etc. will create huge volumes of data that can be potentially useful for CRM purposes • OEMs that build up the capability to structure and analyze the its dealers, but also consolidating further data sources such as aftersales data and data from online sources into one customers profile • Establishing a groundwork by creating a 360° customer view will be the crucial prerequisite for all further steps in the CRM value chain Execute effective multi-channel communication • CRM communication in the past was mostly standardized in a “one size fits all approach” and limited to traditional channels such as postal mail and email • The rise of ‘big data’ and new communication touchpoints such as inside the vehicle or owners pages vast amount of ‘Big Data’ created will have a strong competitive advantage • Sophisticated CRM analytics that deliver tangible insights will allow to send highly targeted and proactive offers based on owner behavior and react to situations in an instant Establish strong collaborative ties between OEM and dealer • The current scenario in which the dealer has the sole ownership of the customer and its data cannot longer remain if full CRM potential shall be deployed • Dealers have to give OEMs full access to their customer data, which will be 1 2 3 4 combined with data from central data touchpoints • Dealers will remain responsible for executing vehicle sales and servicing, but OEMs will also communicate to customers directly via new touchpoints, e.g. in-car or owners pages for additional offers provide many more opportunities to establish a more effective CRM communication • Brands have to exploit the most effective touchpoints together with the best communication formats to reach customers 20141017 Targeted Automotive CRM FINAL PR.pptx 11
  12. 12. With the umbrella brand ‘Mercedes me’ Mercedes aims to create a seamless physical and digital customer experience throughout the ownership cycle Industry Best-Practice: Mercedes Me • ‘Mercedes Me’ was launched as a new service brand in beginning of 2014 as key initiative of the ‘Mercedes-Benz 2020 – Best Customer Experience’ strategy aiming to create a seamless digital and physical customer experience • ‘Mercedes Me’ serves as an umbrella brand for all of Mercedes’ current and future services and aims to increase customer loyalty to a stronger customer connection throughout the customer lifecycle • A unified digital platform provides five different kind of service areas from vehicle management, mobility solutions, financing to appointment booking • With “Finance Me” for the first time Mercedes starts with direct sales of specific vehicles without dealer involvement via the online platform • The first physical Mercedes Me store opened in central Hamburg (40 stores worldwide until 2020) focusing on an interactive brand and product experience 20141017 Targeted Automotive CRM FINAL PR.pptx 12
  13. 13. Jong-Seo Kim Iskander Business Partner GmbH Paulstr. 19 l 85737 Ismaning/Munich l Germany mobile: +49.176.1057 4736 phone: +49.89.99 650 86-1 fax: +49.89.99 650 86-2 e-mail: jong-seo.kim@i-b-partner.com www.i-b-partner.com 20141017 Targeted Automotive CRM FINAL PR.pptx 13

×