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Une expérience client complètepour le secteur automobile:L’expérience Service ModerneModerne, Personnalisée et Connectée

Global IndustrySolutions Group


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Oracle Complete CX pour le secteur automobileLe Service Moderne

Oracle dans le secteur manufacturier

Solution industrie d’oracle et Cas d’usages

Et si vous pouviez …?

La vision d’Oracle

Challenges et tendances

Comment commencer ?


Exemples de manufacturiers automobiles utilisant les applications Oracle

http://images.search.yahoo.com/search/images/view?back=http://images.search.yahoo.com/search/images?p=honda+logo&ei=UTF-8&fr=yfp-t-471&x=wrt&js=1&ni=21&w=626&h=465&imgurl=www.cartype.com/images/page/Honda_logo.jpg&rurl=http://www.cartype.com/page.cfm?id=936&alph=ALL&dec=ALL&size=25kB&name=Honda_logo.jpg&p=honda+logo&type=jpeg&no=15&tt=39,395&oid=62c98eec74f490e0&ei=UTF-8

http://images.search.yahoo.com/search/images/view?back=http://images.search.yahoo.com/search/images?p=honda+logo&ei=UTF-8&fr=yfp-t-471&x=wrt&js=1&ni=21&w=626&h=465&imgurl=www.cartype.com/images/page/Honda_logo.jpg&rurl=http://www.cartype.com/page.cfm?id=936&alph=ALL&dec=ALL&size=25kB&name=Honda_logo.jpg&p=honda+logo&type=jpeg&no=15&tt=39,395&oid=62c98eec74f490e0&ei=UTF-8


Les challenges

Attirer un nouveau client

coute 5 fois plus cher que de

retenir un client existant

L’ACQUISITIONCLIENT 5X LA

RENTENTIONCLIENT

Source: Bain


Les opportunités

de revenus additionnels peuvent résulté de

l’accroissement de 1 pourcent de la fidélisation

client grâce à une expérience client supérieure et un

renouvellement de véhicule

1.5 à 2.0 Milliard d’ Euros


Les attentes clients envers le l’omni-canal

Oracle Confidential – Internal/Restricted/Highly Restricted 7

“Occupez vous de moi sur le canal de communication de mon choix”

64% des clients ayant accès aux

SMS préfèrent le texte a la voix pour contacter le service clients

Source: he Harris Poll, 2014

Un utilisateur sur trois de réseaux sociaux préfère une attention via ce canal que d’être contacté par téléphone

Source: Nielson, 2012

47% des utilisateurs de MEDIA SOCIAUX communiquent avec la marque VIA CES RESEAUX

Source: 2013 Loudhouse Omni-Channel Survey

DANS LES 6 DERNIERS MOIS, LES CLIENTS ONT ESSAYÉS DE RESOUDRE LEURS

PROBLEMES VIA….

Le centre d’appel

Les emails Le portailSelf-Service

Une visite en concession

54% 48% 27% 26%

ET VIA DE NOUVEAUX CANAUX….


Et si vous pouviez…

• Engager un échange avec les clients sur tous les canaux ?

• Offrir un service de résolution de problème “one stop” unifié quels que soit les canaux ?

• Pro activement proposer de nouveaux services innovants ?

• Connecter les véhicules avec le cycle de vie client ?

Accroitre la satisfaction client, les revenus, et réduire les coûts de

service et garantie

Améliorer la satisfaction client, sa fidélisation et son implication avec

la marque grâce aux services

Améliorer le ratio de rachat de véhicule dans la marque, tout en

réduisant les coûts de service

Accroitre la part de revenus avec de nouveaux services, la ventes de

pièces détachés et d’accessoires


Oracle Customer Experience : Vision pour le secteur automobile

Le Service Modernepour l’Auto

Le marketing et la vente Moderne pour le secteur Automobile

Connaitre Engager Servir

Des analyses d’intentions sophistiqués et

prédictives

Proposer de l’Omni-canal, Personnalisé & Connecté

Acquérir

Faire converger le Marketing digital et

physique

Créer des relations multicanales et faire de la

vente de valeur


Le Service Moderne Oracle pour l’Auto

Le Service Modernepour l’Auto

Le marketing et la vente Moderne pour le secteur Automobile



prédictives


Acquérir


physique


vente de valeurs


Le Service Moderne Oracle pour l’AutoDe nouvelles opportunités

Engager une relation multicanale

Connecter le véhicule avec le cycle de vie client

Proposer pro activement de nouveaux services innovants

2

1

3

• Opportunités commerciale pour de nouveaux services, la vente de pièces et d’accessoires

• Opportunités de renforcer la satisfaction client

• Réseaux sociaux, Web, Chat, Discussion Vidéo, Mobile, Email, Centre d’appels et Concessionnaires

• Répondre aux nouvelles tendances et signaux faibles des comportements clients et d’usage des véhicules

• Faire des offres temps réels aux clients

Offrir un service de résolution deproblèmes multicanal “one stop”

4• Mettre en œuvre des processus “Lean”, intégrant tous les

canaux, la connaissance produits, services et clients pour une interaction optimale


Le Service Moderne Oracle pour l’Auto

Personnalisé Moderne Connecté

Interactions personnalisées avec les

prospects et clients

Se connecter avec le consommateur sur le“canal de son choix”

Moderne, Applications Cloud, Time to Market

rapide, facile à déployer et à utiliser


Le Service Moderne Oracle pour l’Auto – Cas d’usages

• Vision 360 ° Client et Avis clients

• Multicanal, Service basé sur la connaissance intégrée du client, des produits et services

• Services via les réseaux sociaux

• Personnalisation par les informations client

• Service orienté fidélisation

• Cycle du vie du service associé aux véhicules connectés

• Intégration de la voix du client, des usages et l’analyse des services

• Self-Service et Portail d’assistance Auto

• Retrouvez plus de détails dans la présentation Marketing et Vente Moderne Oracle pour l’Auto





prédictives


Acquérir


physique


vente de valeurs


Le Service Moderne Oracle pour l’Auto – Cas d’usages

Know EngageAcquire Servir

Base de connaissance

embarqué dans les interactions

services pour du service premium

“one stop”

Utilisation des réseaux sociaux pour écouter et

répondre aux questions clients



Vision 360° clientsPiloter la croissance de revenus service, pièces détachés et accessoires par une connaissance approfondie des avis clients

• Combine comprehensive customer profiles with 3rd

party behavioral, demographic and lifestyle consumer data, creating a compete view of the consumer

• Leverage cross-enterprise (i.e. sales, service, marketing transactions)and cross-channel data (i.e. mobile, social, online and in-store ) interactions

• Create aggregation point for enriched profile incorporating analytical and behavioral data

• CIOs and VPs of Service, Aftermarket Sales and Customer Experience are being tasked with providing next-generation customer intelligence insights

• Modern requirements require more than traditional “customer master” views, requiring extended behavioral, demographic and lifestyle related consumer

Challenges / Opportunites Solution

Customer Example

Toyota Motor Sales has augmented traditional CRM/MDM customer profile with rich 3rd Party DMP Data

Customer 360 Insights


Cross-Channel, Knowledge-Enabled Customer ServiceProvide “one stop” service resolution on customer channel of choice

• Customer-centric capabilities to capture and

resolve service related issues across multiple

service channels (Phone, Web, Social, Chat, Email)

• Augment existing automotive phone-based call

centers with complete omni-channel capabilities

• Embedded knowledge management for customers,

call center agents and technical assistance agents

dramatically improves time to resolution

• COOs and VPs of Service and Customer Experience desiring the highest levels of customer care in the most cost-effective channels possible

• Consumers demand customer service on the channel of their choice (Phone, Web, Social, Chat, Email, etc.)

• Improve customer experience, lower cost of service

Challenges / Opportunities Solution

Customer Example

Mazda and Toyota et PSA have augmented phone-base contact centers with omni-channel capabilities

Cross-Channel Customer Service Experience

Drive consistent, high-quality

customer care across channels


Socially-Enabled Customer ServiceEngage social users on their channel of choice

• Monitor and engage with customers on social

channels to identify and resolve service issues

• Route unresolved issues to contact center agent

for resolution, ensuring customer satisfaction

• Enable customer service organizations visibility to

socially trending issues on user forums and

corporate Social properties

• Publish service offers on social channels to

increase service, parts and accessories revenues

• VPs of Service and Customer Experience and Social Community Managers desire leveraging Social channels to:

‐ Listen to the “Voice of the Customer” to detect potential service issues

‐ Engage with customers to resolve service issues

‐ Publish offers over Social channels to generate new service revenues


Customer Example

General Motors created a Social Command Center to Listen, Engage and Resolve Customer Care issues

Listen for Issues

Engage to Resolve

Publish Service Offers

LeverageSocialChannels

Socially-Enabled Service


Data-Driven Personalization for ServiceDrive engagement, conversion & revenue via personalized messaging, content & offers

• Create highly-granular customer profile

‐ Include online browsing behavior, demographic and

lifestyle characteristics

• Dynamically personalize marketing content,

messages and offers based on customer profile and

connected vehicle inputs

• Personalized and location-aware offers drive

vehicle service, parts and accessories sales

• VPs of Service, Sales and Customer Experience desire

leveraging all possible customer data to drive

personalized and relevant offers for vehicle service,

parts and accessory sales

• Connected Vehicle inputs provide new opportunities

to the drive relevancy of personalized offerings


Customer Example

GM OnStar and Hyundai use connected vehicle inputs to personalize the service experience

Data-Driven Personalization for Service

Drive Customer-Centric Messages and Offers

Across Channels


Loyalty-Driven ServiceIncentive-driven service drives customer engagement and service-related revenues

• Customer-based Loyalty Programs create

differentiated service experiences and offers for

aftermarket service, parts and accessories

• Use Program points, recognition and awards to

influence the consumer during an online or in-

dealership interaction

• Create and manage Loyalty Programs, manage

redemption and personalization of loyalty offers

• CMOs, COOs and VPs of Service, Sales and Customer Experience are increasingly leveraging loyalty programs to:

‐ Retain and reward high-value service customers

‐ Incent consumers to purchase additional after sales services, parts and accessories

‐ Increase shopper frequency, repeat revenues and lifetime value


Customer Example

Tata Trucks uses Tata Delight Loyalty Program to increase service, part and repeat vehicle sales

Drive Repeat Service, Part

and Accessory Sales

Loyalty-Driven Service


Connected Vehicle-Enabled Service LifecycleIncrease customer satisfaction and revenues through Connected Vehicle processes

• Complete capabilities to define, provision and

monetize telematics services

• Monitor vehicle sensor data to diagnose vehicle

health

• Integrate Connected Vehicle data to customer care

processes

• Leverage Connected Vehicle Events to trigger real-

time offers for service, service parts and accessories

• VPs of Service and Sales are exploring innovative ways to leverage the Connected Vehicle to

‐ Provide new revenue streams for after sales services, parts and accessories

‐ Provide early-warning to potential vehicle problems

• VPs of Customer Service are looking to integrate the Connected Vehicle into customer care processes, improving customer satisfaction


Customer Example

GM OnStar, Hyundai and Mercedes Benz use Oracle Connected Vehicle Platform

Improve Customer Service

Drive Service, Parts and Accessory Sales

Connected Vehicle-Enabled Service Lifecycle


Voice of the Customer Product and Service AnalyticsReduce Quality and Recall costs through via visibility and resolution of quality problems

• Voice of the Customer Listening

‐ Aggregate and categorize VOC data from widely

ranging internal and external sources

• Quality Issue Early Detection

‐ Instant visibility to trending quality related issues

• Quality Issue Rapid Investigation

‐ Rapidly investigate details and root causes of quality

problems

• VPs of Service, Quality and Product Development want to reduce recall and quality related costs through early visibility to impending quality problems

• VPs of Service wants to improve customer satisfaction by understanding customer sentiment surrounding the overall service experience


Customer Example

Mazda and Toyota use Voice of Customer listening to identify potential quality problemsVoice of the Customer Product and Service Analytics


Automotive Self-Service and Support PortalSelf-service Improves Customer Experience and reduce service costs

• Provide automotive customers with convenient

multi-channel (Web, Mobile) capabilities to solve

service related issues on their own

• Provide easy access to:

‐ Answers, FAQ and knowledge

‐ “Click to Chat” and “Click to Call” as necessary

‐ Online communities and Forums

‐ Transaction history and queries

‐ Service appointments and health reports

• VPs of Service and COOs desire to

‐ Engage customers on their channel of choice

‐ Provide customer care in the most cost-effective channel

‐ Provide “one stop” resolution to service problems

• Improve customer experience, lower cost of service


Customer Example

Toyota Motor Sales leverages Web Self-Service to provide multi-channel assistance to customers

PROBLEM RESOLUTION

Automotive Self-Service and Support Portal


Oracle Complete CX for Automotive Architecture

Consumer Analysis Market

Customer Acquisition Customer Engagement Customer ServiceVoice of

Customer

Beacons and Sensors

Digital Targeting and Re-Targeting

Cross-Channel Marketing

Look-Alike/Spend-Alike Modelling

Omni-Channel Service

Knowledge Management

PersonalizationConnected

Vehicle

Billing and Administration

Consumer and Dealer Portals

DataOnboarding

Real-Time Offers (Upsell/Cross-Sell)

Lifecycle Events

Socially Driven Conversion

Loyalty-Based Interactions

Clienteling

Connect

Audience Analytics

Data Onboarding

Customer 360


Why Oracle Modern Service for Automotive?Modern, Personalized and Connected

Oracle Customer Experience (CX) solutions are modern, cloud-based applications that are easy to deploy and use

1

Oracle CX solutions are connected to all customer channels, allowing engagement with consumers on their channel of choice

3

Oracle CX solutions provide personalizedengagement with prospects and customers across the customer ownership experience

2


Results Being Realized by World-Class Automakers

Head of Sales Head ofSales Ops

Head of Commerce

Head of Service

Head of SocialHead of Marketing

6 WeekImplementation time to implement Oracle

Marketing Cloud

$60 Million

New sales pipeline within 4

months

21% R

improvement in sales service

levels

9.5%Increase in 1st

year Ecommerce revenues

20% Reduction in in customer issue resolution time

6.5M+ Customer

Interactions 3.1M+ Dealer Interactions

http://www.google.com/url?sa=i&rct=j&q=autozone+logo&source=images&cd=&cad=rja&docid=a3fe0jcBWJvbPM&tbnid=Y7lVx8c7g1FzFM:&ved=0CAUQjRw&url=http://oncalltowingandrepairs.com/&ei=_ESRUcDUM4S0ygGm5oCYDg&bvm=bv.46340616,d.aWc&psig=AFQjCNE3EBC4yUzHb1A6vaAS3nA22DGKQg&ust=1368561272072457

http://www.google.com/url?sa=i&rct=j&q=autozone+logo&source=images&cd=&cad=rja&docid=a3fe0jcBWJvbPM&tbnid=Y7lVx8c7g1FzFM:&ved=0CAUQjRw&url=http://oncalltowingandrepairs.com/&ei=_ESRUcDUM4S0ygGm5oCYDg&bvm=bv.46340616,d.aWc&psig=AFQjCNE3EBC4yUzHb1A6vaAS3nA22DGKQg&ust=1368561272072457


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