Salesforce.com as Sales Machine for Automotive OEMs

Oliver Koeth

NTT DATA Deutschland GmbH

#DF14

Linda is buying a car…

Interest Request Change Test Drive Final Offer Purchase

Internet

Call

Centre

Dealer

Mobile

Agent

Configure car in the Internet

Linda is buying a car…

Interest Request Change Test Drive Final Offer Purchase

Internet

Call

Centre

Dealer

Mobile

Agent

Refine configuration in dealership

Linda is buying a car…

Interest Request Change Test Drive Final Offer Purchase

Internet

Call

Centre

Dealer

Mobile

Agent

Change options through call centre

Linda is buying a car…

Interest Request Change Test Drive Final Offer Purchase

Internet

Call

Centre

Dealer

Mobile

Agent

Test drive at customer site

Linda is buying a car…

Interest Request Change Test Drive Final Offer Purchase

Internet

Call

Centre

Dealer

Mobile

Agent

Close deal in time

The customer and the OEM

OEM

Digital

Phone

Dealer

Car

Social

…

Car Sales

Car Service

Motorcycle

Fleet

Car Sharing

Mobility

Content Apps

Concierge

Connectivity

Driver

Decision Maker

Owner

User

Borrower

Purchaser

Fleet Operator

The complex business model left its mark on the IT Landscape of Automotive OEMs

Advocate Shop again

or churn

Share

Experience

Maintain/

Service/

Repair

Enjoy Drive/

Travel

Finance &

Insure

Select &

Purchase Configure

Gather Info/

Compare/

Test Drive

Get

Inspired

Dream &

Scheme Acquire or Obtain Travel & Enjoy

Dispose /

Repeat

Ret

ail

Wh

ole

sale

Large Market CRM

Digital Platform

Incadea

Autoline

Retail Aftersales Front Ends

Formula 1 etc.

Small Market CRM

…

Customer Id

Retail Front Ends

Retail CRM

Retail integration is one driver for fragmentation. Future business models will be another

Put

Initial Focus

On Sales

Cross channel, process, brand, market, segment

Complete, consistent, and real-time 360° customer view

Transparent, efficient and effective sales funnel

Add immediate value for dealers, avoid upfront invest

Scales up for large markets, scales down for small markets

Incremental impl – reuse of existing assets and interfaces

Fast and flexible response to new requirements

Features of the “Sales Machine”

Cloud technology as key enabler for integrated Automotive CRM solutions

Retail Driven Wholesale Driven

= Implemented on Retail Side = Implemented in Wholesale CRM

Retail

Wholesale

Customer Data Customer Data

Campaign Mgmt

Retail

Wholesale

Campaign Mgmt

Lead Mgmt Lead Mgmt

Complaint Mgmt Complaint Mgmt

Focus on retail: Focus on wholesale:

Customer Data Customer Data

Campaign Mgmt Campaign Mgmt

Lead Mgmt Lead Mgmt

Complaint Mgmt Complaint Mgmt

Scope Scope

NTT Blueprint for Integrated CRM

Retail

Wholesale

Customer Data

Campaign Management

Lead Management

Complaint Management

Focus on wholesale / retail integration:

Scope

The NTT blueprint delivers immediate benefits for Automotive OEMs

= Implemented on Retail Side = Implemented in Wholesale CRM

NTT Blueprint for Integrated CRM

Retail

Wholesale

Customer Data

Campaign Management

Lead Management

Complaint Management

Focus on wholesale / retail integration:

Scope

Immediate Benefits:

Simple frontend integration for dealers

Elimination of interfaces (e.g. lead management)

Delivery of immediate value (e.g. retail campaigns)

Close collaboration (e.g. complaint management)

Single point of integration (e.g. for customer data)

Flexible integration of new media (e.g. social)

Workforce mobility through cloud-based apps

Selling the car with Salesforce

Interest Request Change Test Drive Final Offer Purchase

Internet

Call

Centre

Dealer

Mobile

Agent

Comprehensive

Web-to-lead

360° Customer

View

Real-time

Channel

Integration

Mobile Data

Capture

Real-time

Activity

Management

Colours

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