1 / 63

Customer LifeCycle Management SM Tap into YOUR hidden potential with

Customer LifeCycle Management SM Tap into YOUR hidden potential with DPS PerfectCircle Suite of Marketing Capabilities <Month Day, Year>. <Your name>. …How can you be sure you are optimizing your marketing investment when. there is a lot of options, a lot of confusion , and….

mauve
Télécharger la présentation

Customer LifeCycle Management SM Tap into YOUR hidden potential with

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Customer LifeCycle ManagementSM Tap into YOUR hidden potential with DPS PerfectCircle Suite of Marketing Capabilities <Month Day, Year> <Your name>

  2. …How can you be sure you are optimizing your marketing investment when there is a lot of options, a lot of confusion, and… Actionable data Vary the media Data Modeling Point of Sale merchandising CRM Owner Rewards Surveys Sales Force Automation Profiling Key tags Web marketing Intelligent offers Database marketing Coupon booklets Gift cards Gender based marketing Incentives

  3. …and, a lot of cookie cutter programs. How do you make an informed decision that’s right for you? Actionable data Vary the media Data Modeling Point of Sale merchandising CRM Owner Rewards Surveys Profiling Key tags Web marketing Intelligent offers Database marketing Coupon booklets Gift cards Gender based marketing

  4. …a lot of cookie cutter programs. And, with everyone buying essentially the same technology, where is the competitive advantage to be found? Actionable data Vary the media Data Modeling Point of Sale merchandising CRM Owner Rewards Surveys Sales Force Automation Profiling Key tags Web marketing Intelligent offers Database marketing Coupon booklets Gift cards Gender based marketing Incentives

  5. What do you do? ? Here’s a start…

  6. First, begin by understanding how consumers behave throughout their life cycle. Not including non-traditional after-sales products/services… SHOP BUY CONSUMER OWN Accenture 2004

  7. Then, Implement a Customer Life Cycle Management Strategy That… • …Integrates your marketing communications • …Can be sustained • …Is designed to leverage consumer behavior • …Lowers per unit M&A costs • …Keeps your options open with “flexible customization” • …Provides measurable performance improvement beyond traditional metrics

  8. What is Customer LifeCycle ManagementSM ? As it relates to Customer Relationship Management (CRM), customer LifeCycle Management (CLM) is used to describe the progression of steps a consumer goes through when: considering, purchasing, using, and maintaining a vehicle. The goal of lifecycle management is to pro-actively move the consumer through the cycle again and again bydefining the way in which an enterprise interacts & communicates with its customers and prospects at each phase of the life cycle.

  9. $ 8.3 Billion is spent each year in conquest advertising. 30% of GP is consumed in ad costs STOP the Madness! $ 493.00 $ 1445 GP per unit Why is LifeCycle management important? Because current practices are a “going out of business” strategy! Customer retention remains around 30%

  10. Why is LifeCycle Management important? For the average franchised New Vehicle Dealer: • Marketing and Advertising is the second largest business expense • 88% of the Marketing & Advertising dollars are spent in Mass-Media • Marketing & Advertising consumes 25% - 30% of the average new vehicle gross profit • Front end acquisition rates typically yield 50% capture of the total advertising influenced prospect base • 40% of “New” customers never generate a CP repair order • 70% of the customers “defect” within the first 3 years of ownership • Less than 15% of annual sales are to repeat customers YET - • 20-25% of their customer households will purchase a vehicle annually

  11. Why is LifeCycle Management important? For the average BMW Center regarding Aftersales: • Customer service intervals are more expansive • Many BMW Service centers are at capacity • Must maximize each visit / opportunity • Vehicles are built better and have more complex systems • Less parts sales • More computer programming repairs versus additional parts or labor sales • Co-op funding going untapped – why solicit more if you can’t handle it? • Need ability to consistently build value in the breadth and quality of BMW products & services • Accessories, Lifestyle & boutique items, warranties, etc. This slide is for BMW Centers only

  12. What are the benefits of CLM? Performance improvement: • Capture and convert more opportunities, 18% to 225% increase in unit sales • Improve overall customer retention and loyalty, 4% to 60% improvement in retention • Improve customer satisfaction, 2 to 15 point improvement in CSI • Reduce M & A expense and Improve profitability, As much as 25% improvement in enterprise profitability

  13. So, if you do it… Should you own it, OR outsource it? ? Let’s take a look at the facts…

  14. Own it! Business Development Centers 75% of BDC’s fail within 6 months! Why? • Cultural norms • Short term mindset (see #1) • Not a core competency (see #1) • High employee turnover (see #1) • Difficult to sustain • It looks easy to do Cultural Mindset V.S. Bottom line: Business development through database marketing is a sophisticated process requiring a long-term commitment.

  15. Outsource it! Contracted Marketing Services Measurable performance improvement, without the high cost of people, technology, and compliance management. Why? • Dealer stays focused • Dealer can invest in core competence versus start-ups (see #1) • This IS a core competency of an outside firm (see #1) • Reduces legal risk (see #1) • Sophisticated and scalable technology (see #1) • If it were easy to do, everyone would do it. Bottom line: Outsourcing enables dealers to remain focused on execution, not on non-core functions.

  16. How to Get Started Four essential elements for Customer LifeCycle Management: • Actionable data • Timely and relevant, customer-centric communications • Consistent delivery of quality interactive processes and, • Ability to demonstrate and quantify the value each customer derives from the relationship. How ready are you?

  17. CLM Dealer Readiness Assessment Typical Results Doing it yourself is more difficult than it appears!

  18. Own it VS. Outsource it? Conclusion There is too much at stake to Own it. Stay Focused… Outsource it. How to select the best provider • Experienced • Flexible • Quick to adapt • Innovative • Creative • Proven track record • Ensures alignment with YOUR business objectives

  19. Introducing DPS’ PerfectCircle customer LifeCycle Management Those who deliver the best possible consumer Shopping, Buying and Ownership experience… WIN!

  20. Flexible • Aligned with business objectives • Unique, Flexible, & proactive • Enterprise wide solution • Integrated communications • Permission based • Consumer behavior driven • Quantifies value for consumer • Facilitates shift in budget for no incremental expense Options: Options: In what way is PerfectCircle CLMSM different? PerfectCircle CLM Strategy Traditional “Retention Marketing” • Cookie cutter • Sold on price or other traditional metrics • Activity based • Focused on reminders, and traditional call center activity • Service dept focused • Not integrated with total marketing and advertising strategy

  21. Why DPS? Innovative Thinking • The ONLY CLM company in the automotive retailing industry (we own the trademark) • The FIRST company to offer bundled communication capabilities oriented around consumer behavior • The FIRST company to offer flexible fee structures • The ONLY company to offer complete customization of the program • The ONLY company to offer integrated marketing communications with a plug-n-play owner rewards program • The ONLY automotive focused DB marketing firm to bundle all of this with personal owner web pages Clear Solutions • Simple to understand suite of capabilities • Marketing strategies developed according to dealer objectives and unique market conditions • Hands-off, turn-key services that can be customized to individual preference • Marketing programs aligned and held accountable to dealer business objectives Measurable Results • The ONLY company to offer pre, and post implementation retention performance benchmarking • The ONLY company to offer performance reporting that is available in hard copy, e-mail , fax, and secure web based access to real-time data-driven reporting • Personalized, monthly service consultations and program adjustment recommendations

  22. DPS Portfolio Map

  23. Database Management Acquisition Retention Renewal Owner Rewards ProfitableBusinessEnabledHere More Profitable Customer Marketing Starts Here Profitable Customer RelationshipsContinue Here LoyalCustomersDevelopedHere LoyalCustomersKeptHere • Integrated communications • Sustainable • Aligned with behavior • Lowers per unit costs • Keeps options open: (Flexible Customization) PerfectCircle CLM Capabilities

  24. Database Management Creating actionable data and discovering hidden potential • Mitigates legal compliance risk • Keeps data “actionable” • Reduces costs • Daily extraction enables relevant/timely communications • “Mines” hidden potential

  25. Database Management • Data Extraction Scope • F&I – (Vehicle records from the previous 60 months) • Service – (Repair order records from the previous 18 months) • Ops – (Service op codes) • Vehicle History – (Vehicle) • CUS – (Customer) R&R ERA, and ADP Elite only

  26. Acquisition Managing the Shopping Experience SALES PROCESS SHOP BUY SHOPPING EXPERIENCE CONSUMER OWN

  27. Acquisition Find and Capture More! In partnership with

  28. Acquisition Finding and selling to more customers The “Gap” is the difference between today’s performance and the potential to optimize the revenue opportunities from prospects and customers alike.

  29. Simple Seamless Sustainable Acquisition Stronghold and DPS are the industry leaders in closing the Gap. We make it…

  30. Acquisition Marketing Logic • “In-Brand” owners are targeted with a special offer designed to introduce them to Service Dept. • Responders are automatically placed into the Retention Module. • Non-Responders are placed in the Service Prospecting database for future “On-Demand” (OPTIONAL) events.

  31. EXISTING CUSTOMER BASE 3rd PARTY LISTS TELEPHONE WALK-INS INTERNET Acquisition Actionable data CLM CUSTOMER DATABASE 360o view of all customer activity from any device connected to the DealerAdvance™ network. Data is captured in a PC, or wireless PDA integrated with the system. But data, by it’s self, is not enough.

  32. Acquisition Interactive Processes It’s the interactive processes which determine success. DealerAdvance™ functionality with its built-in Sales Force Automation enables a consistent and auditable follow-up process across all channels. Take a Look At the Next Level of Dealership Performance: DealerAdvance™ Sales demo.

  33. Acquisition Optimizing Prospects & Customers Actionable Data Attack Showroom Traffic -Wireless PDA -Driver’s License Scanning -Reverse Phone Lookup -Follow-up task assignment Leverage Phone Ups -Integration to Who’s Calling and Call Bright -Prospect initiated via PDA -Task assignment Improve Internet Yield -Fast automated response -Task follow-up via CRM Increase Retention of Service Customers -Data Extraction & Cleansing -Service Reminders -Follow-up Calls Leverage Lead Sources -Import to DA -Lists from OEM & Purchased Mine Owner Base -Data Extraction & Cleansing -Automated Import to DA -Task Assignment -Marketing Campaigns *All Actions are Compliant with National DNC Registry

  34. Acquisition Dealer Advance, Proven Sales Results

  35. Acquisition VOP – Voice of the Prospect Gain customer and sales process insight: DPS conducts brief and non-intrusive, internet or live telephone, interview of un-sold opportunities within (3 days) of their visit or inquiry. We also collect objective and actionable information on the prospect’s buying status. Individual feedback is captured, and disseminated, via the DealerAdvance™ System, for review and additional follow-up.

  36. Acquisition VOP – Voice of the Prospect • BUYER STATUS: • Active-(Still in market) • Additional Follow-up required • Purchased Elsewhere • Inactive (No longer in market)

  37. Acquisition VOP – Voice of the Prospect • BUYER STATUS: • Active-(Still in market) • Additional Follow-up required Turn lost sales opportunities into service revenue! • Purchased Elsewhere “In-brand”

  38. Acquisition VOP – Voice of the Prospect • BUYER STATUS: • Active-(Still in market) • Additional Follow-up required Turns today’s lost sales into tomorrow’s opportunities ! • Purchased Elsewhere “In-brand” Competitive Brand • Inactive (No longer in market)

  39. Acquisition 25% Improvement in New Service Customers RESULTS!

  40. Acquisition Acquisition Direct Mail Generates market demand with compelling offers on an unlimited selection of creative designs

  41. Acquisition Components • DealerAdvance™Opportunity Management System • Voice-of-the-Prospectfollow-up Program • Acquisition Mail generate demand and drive traffic • Each leverages: • Actionable data, • Timely & Relevant communications and; • Quality interactive Processes • Demonstrates the quantified value the customer derives from the relationship To deliverRESULTS!

  42. Retention Managing the Ownership Experience SHOP BUY CONSUMER OWNERSHIP EXPERIENCE RETENTION PROCESS OWN

  43. Retention Unlock your assets! We identify your most valued customers and recognize their loyalty while you reap the rewards!

  44. Retention Marketing Logic3K, 3.75K • New purchase customer is contacted via VOC. Service is introduced and 1st appointment is reinforced • First Reminder 15 days prior to due date • 2nd reminder sent 15 days prior to next scheduled service • Non responders are called within 10 days of no-show • Final reminder sent at next interval: strong language. • VOC Defector finds out why they aren’t coming back • VOC: Satisfaction, channel of choice, reinforce mcp.com, et al • Declined services captures customers that said “no”

  45. Retention Marketing Logic 5K, 7.5K • New purchase customer is contacted via VOC. Service is introduced and 1st appointment is reinforced • First Reminder 15 days prior to due date • Overdue reminder sent 30 days from previous due date • No responders are called within 10 days of no-show • Final reminder sent at next interval: strong language. • VOC Defector finds out why they aren’t coming back • VOC: Satisfaction, channel of choice, reinforce mcp.com, et al • Declined services captures customers that said “no”

  46. Retention Marketing Logic 15K • New purchase customer is contacted via VOC. Service is introduced and 1st appointment is reinforced • First Reminder 15 days prior to due date • Interim Communication maintains contact during long periods of inactivity • No responders are called within 10 days of no-show • Final reminder sent at next interval: strong language. • VOC Defector finds out why they aren’t coming back • VOC: Satisfaction, channel of choice, reinforce mcp.com, et al • Declined services captures customers that said “no”

  47. Retention Owner Rewards Integration with Communications How it works Maintenance reminders are automatically generated utilizing the customer’s “channel-of-choice” when services are due. Loyalty program status is displayed on all communications

  48. Retention VOC – Voice of the Customer Non-Responders are contacted via the telephone by highly trained professionals. This additional contact increases response rates by as much as 30%!

  49. Retention VOC – Voice of the Customer Utilizing the customer’s Channel-of-Choice responding customers generating a transaction (customer pay and/or warranty) are contacted and a Voice-of-the-Customer survey is conducted within 72 hrs. of their visit. (Retention II or stand alone solution) Results are up-dated daily and available on line 24 X 7.

  50. Retention Managing the Ownership Experience SHOP BUY CONSUMER OWNERSHIP EXPERIENCE RETENTION PROCESS OWN

More Related