we are creating customer value. car dealers >kerensen vision for car dealers market michel...
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We are creating Customer Value.
Car dealers> Kerensen Vision for Car Dealers Market
Michel ASSOULINE | March 2014
Bonjour à tous,
j’étais présent hier pour notre exécutif meeting et ai du rentrer sur Paris!
Je serai ravi de vous rencontrer très prochainement.
Bien à vous,
Michel Assouline
> Michel Assouline, Partner & CEO, Kerensen Consulting
Logo ClientUn mot de notre CEO
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Cloud Advisory Cloud Delivery
Cloud AdoptionPerformance
Management Program
Customer For Life (CFL)
> Our positioning
Kerensen Consulting
Agility, expertise and innovative capacity from a "pure player"
Leader and pioneer in cloud consulting (salesforce.com Platinium Partner)
A comprehensive vision combining business knowledge, processes and technical solutions
Teams of high-quality experts (systematic consultant certification) who have perfect mastery of our methodologies/project management
Comprehensive support, from management consulting, integration, and change management, to a centre of excellence for the post go live
Founded in 2006 Over 350 projects completed > 200 consultants 4000 projects and 1000
consultants with the CCAN Annual growth of > 50%
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Kerensen Consulting International Company
> Ability to handle an international deployment
International Group and co-founder of "Cloud Computing Accelerator Network (CCAN)", the first global network dedicated to salesforce.com, Kerensen issued successfully in France over 350 CRM projects, 4000 in Europe and in the world.
National Network:• Paris,• Nantes, • Lyon, • Nice, • Strasbourg.
Services Center
Morocco
Technology Center
Israël
Solutions Center
South Africa
U.K. USA
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Kerensen Consulting Values
Management Consulting
Industry sector
Methodology
InnovationSolution Expertise
Customer Empowerment
• CMMI level 2 Certified• Project management• Scrum• Agile Methodology• Quality insurance
• Mobile offline solution• Preconfigured Core Component• Template Accelerators• Connected object
• Marketing Cloud• Service Cloud• Sales Cloud• Platform• Portal• Technical architect
• Vision to value approach• Business Transformation• Change management• Performance
management
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Business SolutionsSales CloudCustom CloudService Cloud
Management ConsultingDigital TransformationIT AdvisoryBusiness ProcessSales Performance
TechnologyArchitecturePlatformMobility
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Kerensen Consulting Organisation
> Pragmatic Mix between Industry expertise and Competencies
Bank and Financial Services
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CPGAutomotive
Luxury
EnergyUtilities
TelcoMedias
Hospitality
Lin
e O
f S
ervi
ces
(Lo
S)
We are creating Customer Value.
Kerensen Automotive
Car dealers> Groupe Hess> Groupe CAC> CFAO Motors
Constructor> Nissan Europe LMT> Nissan West> Nissan Europe DND> Nissan Europe Test Drive> Nissan Afrique du Sud (RFP en in progress)
Car part manufacuter> Valeo Service
Fleet Management> Arval> LeasePlan
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> Our References
Car dealers Market
Focus on the car dealers Activity & Challenges
Customer Journey
Kerensen CRM & DMS
Salesforce Automotive CRM demonstration by Kerensen
Sommaire
9% will choose a new vehicle from a low cost
brand (Dacia…)
48% will choose a second-hand
vehicle
6% will choose a new vehicle from a
premium brand (Audi, BMW, Mercedes…)
Car dealers Market> How the economic crisis affect the customer reflection about car ?
37% will choose a new vehicle from a
universal brand (Renault, PSS, Ford…)
67% of French car drivers changed their car travel habits in order to save money
By reducing the number of travels
By adopting an « environmental friendly » or more efficient drive
By reducing the km done
By walking more or using a bike
By using public transportation
58%
50%
40%
28%
18%
a vehicle is still the more
economic (76%) and practical
(74%)way of travelling.
… among French drivers:… But French think that own
Source: TNA Sofres, Baromètre « Les Français et l’Automobile »
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Car dealers Market> Environment context impact
Very attached Quite attached
Vs. 52% in 2012
Vs. 46% in 2011
Vs. 49% in 2010
Source: TNA Sofres, Baromètre « Les Français et l’Automobile »
78% of French car drivers would choose a foreign vehicle but build in France
22% of French car drivers would choose a foreign vehicle build abroad
French stay attached to french brand … but more and more willing to buy foreign cars…
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Car dealers Market> Market trends – Internet, a growing channel in the sales process
Source: TNA Sofres, Baromètre « Les Français et l’Automobile »
Car market share on internet:• France: 2-3%• US: 7-8%
38%
6%17%
39%
Are ready to buy onlineWon’t do it because they prefer to see the vehicle before buyingPrefer maintening human contact with sales personAre worried about after sale service
The rise in mobile technologies and social media is redefining interaction and communication patterns, altering customer behavior as a result. Digitization is revolutionizing the sales and service process, and other industries are already leading the way in innovating their retail formats
More than 1/3 of customer would consider
buying a car online
AutoScout24, Europe ’s biggest online car market place, registers
more than 300 million visits on profiles of cars on offer per month
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Car dealers market> Second-Hand Vehicles
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
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5393043
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SHV sold
SHV sold
9/10 person consults advertisements on internet to look for a second-hand vehicle
There are 2 types of business models on internet: • Owner to owner website like Leboncoin.fr where advertisements are free• BtoB websites like La Centrale.fr or Autoreflex.com where advertisements are charged
La Centrale, leader on his market moved from 60 000 to 250 000 advertisements in 5 years
Roughly 500,000Cars are traded on eBay Motors’ Website every year
Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
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Car dealers Market> Car dealer Ecosystem and value chain
Distributor,
Car dealer
Retailer
Branch
Agent, authorized
representative
Finance
Insurance
Distributor,
Car dealer
Retailer
Branch
Agent, authorized
representative
Car distributors
Complementary Services
After Sales ServicesConstructor
Parts manufacturer
Garage network
Part dealers
Car rental
Long term Short term
Car dealers Market
Focus on the car dealers Activity & Challenges
Customer Journey
Kerensen CRM & DMS
Salesforce Automotive CRM demonstration by Kerensen
Sommaire
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Focus on the Car dealers activity> Overview
New carSecond-hand
carServices
After SalesOther
services
• Warranty• Service
contract• Maintenance• Body• Body shop
• Body shop• Car rental• Finance and
insurance
• Heavy goods vehicle
• Utility vehicle• Particular vehicle• One / several
brands
• Heavy goods vehicle
• Utility vehicle• Particular vehicle• Part exchange
and resale• Several brands
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Mobile Apps Constructor website integration Constructor configurator
integration Constructor DMS integration
Constructor DMS integration
Event Marketing
campaign Loyalty process Win back process
Buzz Event Marketing
campaign
Car customer life cycle> 360° customer view
Remotely Dealer’s showroomCar system and
remotely
@
Attract Convert Close DelightStrangers Visitors Customers PromotersLeads
Multi channels Information System
Focus on the Car dealers activity
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> Challenges
Business
IT
Human
Organisation
Increase customers traffic in the showroom by improving the performance of marketing actions thanks to a better targeting process, lead tracking process and lead conversion process: buzz on social network, dedicated events, marketing campaign
Develop BtoB partnerships for second-hand vehicles and body shop with other dealers: sharing database
Implement an agile IS capable of quick and smart adaptations
Change the showroom organization in order to be more fun and welcoming. The customer should be able to start his discovery in the showroom autonomously. Every visitor should be registered as a lead
Develop and animate community of passionate by brand, region… Manage activity with real-time and accurate dashboards and pipelines across the
dealer’s network Give staff the needed tool when visiting their customers
Change sales culture and practices and the relationship with the customer: moving from the face to face relation to the side by side relation, gather and keep more information about the lead/customer
Increase collaboration within staff Train marketing team to become community managers: create buzz and monitor e-
reputation
Car manufacturer Website, IS integration & DMS integration Multi channels integration & Mobile apps integration Interactive Showroom: tablet, touch screen, big screen Customer service Marketing campaign and lead conversion, social network integration BtoB portal with second-hand reseller Salesforce 1 & Chatter Anaplan for Sales performance BI
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• Reinforce commercial effort on the strategic product lines• Align sales tactics to the long term management of the constructor brand image• Increase visibility on commercial objectives feasibility• Secure fluidity and synergy among departments• Make loyal to the brand and to the dealer• Maintain identical treatment and service quality on every enterprise service• Insure profitability or the organization
Management concerns
• Anticipate the customer needs• Commercial performance
management via pertinent KPI and dashboards
• Continuously focus on the customer
• Measure the commercial performance
• Foil the customer knowledge toward the executive management and marketing management.
• Manage efficient marketing campaign
• Measure the marketing campaign efficiency
• Attract new lead and increase customers’ loyalty
• Build and maintain a consistent image to the customer
Commercial Management
Marketing Management
• Quickly and efficiently answer to the customer needs
• Follow car life cycle• Supply a high quality
technical and functional assistance to the customer
• Make the customer “addicted” to the brand
Service Management
Executive Management
Car dealers Market
Focus on the car dealers Activity & Challenges
Customer Journey
Kerensen CRM & DMS
Salesforce Automotive CRM demonstration by Kerensen
Sommaire
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Sales process> Customer influences
Source : Observatoire CetelemGoogle Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
Before even entering the sales process…
Attributes influencing the next purchases
???
Why buying a car
20% Pleasure
41% Renewal
16% Situation change
1/9
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Sales process
3 months is the average time between the research beginning and the cars buying
82% des clients ont pris leur décision en moins de 3 mois
58% des clients ont pris leur décision en moins d’un mois (vs 34% un an auparavant)
3 months
> Process durationBrand
Type
Equipment
$
Showroom
AVERAGE TIME FOR THE DECISION TAKING
9,3 days
10,7 days
10 days
12 days
15,6 days
2/9
Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
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Sales process
3 months
Online research
94% of car buyers start their reseach by looking on internet
43% of car buyer use internet to complete professional
information
Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
Data sources used during the car buying process
> Step 1: online research
Almost 90% of
customers use dealer Web sites or OEM Web sites in the early steps of their decision making<
3/9
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Sales process
3 months
Online research
Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
> Step 1: online research
RESEARCH TYPE PER DEVICE
Computer Smartphone Tablet
Equipment benchmark
Brand comparaison
Advice request on
type
Article reading
Price comparaison
Useful information
research
Specific equipment research
Type comparaison
Type comparaison
34%33% 31%
13% 13% 13%
19% 19% 18%
4/9
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Sales process> Step 2: Word to mouth
« Word to mouth »
33% talk of their research to their parents, firends or colleagues
3 months
Online research
5/9
Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
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Sales process
3 months
Online research
* CapGemini Cars Online 2011**Source: Netpop 2010 Study – FranceGoogle Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
> Step 3: social medias
47% think that this information source is more reliable than
constructors
87% Of social media users consider them as an excellent additional information source during a car buying process
71% of consumers say that they will be influenced in their research dealer or brand comments
51% Of car buyers use internet to find advices from other customers.
= First reason
34% Of new car buyers use social media in their buying
6/9
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Sales process
3 months
Online research
Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
> Step 3: Videos watching
Use of video during the buying process
Constructors website
Dealers website
Magazine & specialized websites
37% Look at the car availability in the dealers stock61%
Of buyers search for video
N°1 vector of brand and product adhesion
VideosDealer
visit
7/9
Sales process> Showroom visit, trial
IMPORTANCE OF KEY ELEMENTS DURING THE DEALER CONSULTATION
Europe 44,4%
The average number of customer visits to dealers before buying a car has
dropped from up to 5 to frequently just 1 for
some brands in some geographies
3 months
Online research VideosDealer
visit
8/9
Sales process> Showroom visit, trial
3 months
Online research VideosDealer
visit
Reactivity on an opportunity Expected transformation rate
20 minutes 70%
8 hours 10%
24 hours 5%
1 millions of website visitors 1% of leads 30% are not workable 10% of sales
9/9
Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
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The store revolution> New store?
The future retail setup will have to accommodate various customer profiles along multiple touch points
85% of customer still use the dealer
touch points, but 1 in 4 customers is not satisfied with his dealer experience in the car buying process
Appeal of new store formats to cutomers% of respondents scored format on a 6 points scale
Car dealers Market
Focus on the car dealers Activity & Challenges
Customer Journey
Kerensen CRM & DMS
Salesforce Automotive CRM demonstration by Kerensen
Summary
Nos domaines d’applications.> 100% alignés avec Salesforce.com
Vision client 360°Individu, professionnel : référentiel clients et connaissance clientBig Data marketing contextualisé
Vente• Sales Opportunity Management• Sales Effectiveness• Sales Performance Management• Sales Analytics• Social for Sales• Sales Voice of the Customer
Marketing
• Crosschanel Campaign Management• Social for Marketing• Social Monitoring & Console
d’engagement• Marketing Resource Management• Loyalty Management
Service client• Demande d’informations• Prise de rdv• Rétention, rebond commercial• Base de connaissance multicanal,
alertes, relances• Web Customer Service• Customer Service Voice of the Customer• Social for customer service
Distribution• CRM automotive : Poste Vendeur | Marketing | Service
• Gestion des Stocks Véhicules et Pièces, Gestion Atelier et Pièces Détachées, Finance (Intégration Financial Force ou autre) ,Plateforme Salesforce
Midle et back officeGestion des cases (alertes, assistances …) Gestion des leads, workflow, gestion des contrats et de leur complétude
Intégration SIVision des contrat unifié, portail client, SSO, portail partenaires
Cross canalGestion de l’information cross canal, optimisation des flux d’informations, pise en compte du tunnel d’achat éclaté
Pilotage et analyse• RPM• KPI• Web analytics• BI agile• Master Data Management for Customer
Data
Mobilité• Applications mobilesB2B & B2B2C• Clienteling • Digitalisation du point de vente• Nouvelle interactions voitures
communicantes
Réseau social EntrepriseFonctions collaboratives entre le réseau, centres de contact, les services de gestion, le marketing
Dealer CRM
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> Zoom on the Kerensen Automotive Connector
Cloud Connector
DMS
Car Tools
Constructors CRM
The Top 4 DMS editors covers 87% of the market
in France
Sales CloudService Cloud
Force.comCommunitie
s
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#5 Salesforce Automotive CRM demonstration by Kerensen
Logo Client
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Reporting et tableaux de bords
Lead Compte Opportunité commerciale
• Mise à jour des informations client
• Proposition d’un essai• Tableau de résumé
d’opportunité• Offre de Reprise• Offre d’un Véhicule Neuf• Proposition commerciale
• Création d’une piste depuis le web
• Automatisation et Suivi (emails, tâches et évènements)
• Transformation
• Informations client• Création
d’opportunité
Processus présenté lors de la démonstration CRM Automotive
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Scenario
Le site Fiat.fr propose aux visiteurs de configurer un véhicule.
Jérémy Durand est actuellement à la recherche d’un nouveau véhicule. Il configure une fiat 500C sur le site Fiat.fr, et remplis le formulaire pour une demande d’essai.
Le lead est redirigé par Fiat, et arrive directement sur le CRM de la concession concernée.
> Entrée d’un Lead Web
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En concession, le commercial reçoit instantanément une tache de rappel pour ce Lead. Il va visiter la page de la Piste et se renseigner sur ses intentions.
Mr Durand est invité personnellement par téléphone à venir essayer la nouvelle Fiat 500C. Il accepte. Le commercial transforme le Lead crée alors une opportunité commerciale.
Lors de celle-ci, il va d'abord mettre à jour les informations du prospect, avant de planifier un essai.
> Suivi des prospects
Logo ClientScenario
37
L'essai ayant été automatiquement ajouté à l'agenda du commercial, ce recevra un rappel à sa première connexion et 15 minutes avant l'évènement par une pop up, lui permettant de préparer au mieux son essai.
Avant l'arrivée de Mr Durand, le commercial se renseigne sur l'historique et les intérets de celui-ci.
> Essai:
Logo ClientScenario
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Une fois l'essai réalisé, de retour au poste de travail du vendeur, l'essai est mis à jour selon les retours de Mr Durand.
Enthousiasmé par celui-ci, Il aimerait qu'on lui propose une offre pour ce véhicule.
Le commercial va alors paramétrer avec Mr Durant le véhicule, avec les accessoires et options souhaités. Une offre commerciale est alors établie et proposée au client.
> Proposition commerciale
Logo ClientScenario
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Démonstration: Salesforce Automotive CRM by Kerensen
Logo Client
Kerensen Consulting
46 rue Pierre Charron
75008 Paris | France
T : +33 1 56 91 50 20
D : +33 1 56 91 50 22
F : +33 1 56 91 50 21
www.kerensen.com