1. Listening to Customers
through their Data
David Laberge
Manager, Representation Planning
Ford Motor Company
@Ford
Business Leadership track
March 6, 2013
3:15 – 4:00 pm
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2. Ford Motor Company
Who is Ford in the United States?
• 21 Vehicle Models across 2 Divisions
• 3,133 Ford Dealers
• 932 Lincoln Dealers
• 2012 Ford and Lincoln Sales = 2.2 million
• 2012 Service Repair Orders = 14.7 million
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3. Ford Motor Company
Who is Representation Planning?
• 4 Senior Planners
 Automotive Sales and Marketing Professionals
 15-25 Years Experience
• 4 Planners
 Automotive MIS Professionals
 5-25 Years Experience
• Responsibilities include:
 Network Planning
 Performance Measurement
 Conveying business and customer data into
value-added business knowledge
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4. Dealer Locality Assignment
• U.S. Government’s 72,739 Census Tracts
• Dealer Location to the Census Tract
 Proximity
 Accessibility
• Localities used in Network Planning, Dealer
Performance Measurements, Marketing
Efforts, and Internet Leads
• Alteryx module completed in 2.5 hours when
updating all Dealers with 2010 Census Tract
changes
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5. Listening to our Service Customers
“Back Story”
• 14.7 Million Service Repair Orders
in each year 2010-2012 containing
 Customer Address
 Type of Service
 Amount Paid
 Vehicle Identification Number
 Selling Dealer
 Servicing Dealer
 Date and Time
• Alteryx module completed in 18
seconds for one Dealer
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6. Listening to our Service Customers
“Value-Added Business Knowledge”
• Saturday Service Analysis where
Customers living in a Dealer
locality (no Saturday service
hours) were getting vehicle
service done at other Ford or
Lincoln Dealers that were open on
Saturday for service
• Business decision capability
enhanced using factual data
• Alteryx module completed in 23
seconds for one Dealer
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7. Listening to our Dealers
“Back Story”
• New Vehicle Delivery Process – Auto
companies compensate dealers to
prep a new vehicle before delivery
to the customer
 3133 Ford – 932 Lincoln Dealers
 2.2 million Ford and Lincoln
vehicles sold in US (2012)
• A defined allotment of time is
designated for the entire prep
procedure
• One requirement is a test-drive at
speeds reaching 45 MPH
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8. Listening to our Dealers
“Value-Added Business Knowledge”
• Dealer Council: “Are we allowing enough
time for test drive portion?” Suggested
additional 12 minutes per delivery
• Alteryx was used to quickly cross-reference
road speeds against dealer locations to
determine the proximity of adequate roads
for the “test drive” portion of the prep
procedure
• 99% of Dealerships could accomplish in 6
mins, 100% within 12 mins
• Cost Avoidance over $30million/yr
 Average labor rate of $75/hr
 2.2 million vehicles sold in US
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9. Listening to our Technicians
“Back Story”
• Highly Trained Dealership
Technician Network
 3133 Ford – 932 Lincoln Dealers
 Over 30,000 highly trained
technicians perform
maintenance, body repair and
service
 35 Training Centers in the US
• Technicians need continuous
training and certifications
• In 2009, Ford begin a process to
right-size our training school
network
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10. Listening to our Technicians
“Value-Added Business Knowledge”
• Goal: Reduce training locations and
vehicle fleets; maintain convenience
and accessibility for technicians
• 30,000 Tech Home Addresses analyzed
against Training School Locations
• Alteryx performed analysis in 8 minutes
Tech Driving Distance Before After
Less Than 2 hrs 60.3% 57.7%
Less Than 4 hrs 88.7% 88.6%
• Overall Results:
 45 locations optimized to 35
 40% reduction in vehicle fleet
 Over $4million in annual savings
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11. Listening to our Sales Customers
“Back Story”
• New Vehicle Launch Analysis: Where are the
opportunity markets for a new vehicle, and
where are vehicles being sold by our
competitors?
 14.5 Million total vehicles sold in 2012
across 30+ brands
 1.7 Million vehicles sold in the luxury
segments in 2012
 88% of luxury sales are located in the top
metropolitan areas
Source: Automotive News
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12. Listening to our Sales Customers
“Value-Added Business Knowledge”
• New Vehicle Launch Analysis: Match
Lincoln MKZ target areas to
opportunities that comprise 1/3 of the
luxury market
 Potential customers are buyers of the
competitive vehicles set
 Are Lincoln and the Dealer
represented well in the target areas?
 Alteryx module completed in 20
minutes for all Lincoln Dealers in the
top metropolitan areas
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13. #
Thank You!