CRM auto

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Presented By: Group 7

Mayank Shouche

Mudit Agarwal

Rifat AhmedSaurabh Bose

Tushar Shah

Vishal Sharma

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h Automobile Industry Brief4

h Need of CRM.......5-6

h Benefits of CRM.7-8

h CRM Objectives..11

h SAP Best Practices13

h Automotive Industry Ecosystem..17

h Case studies..20-26

h Conclusion..28

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Customer Relationship Management,

Data Warehousing, Business Intelligence

leads to Broad-based customer value

creation and reinventing the customer.

SubrotoBagchi

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h One of the biggest and oldest industry in the world.

h 51 billion cars were produced worldwide in 2009.

h

Is very peculiar in its value chain.h OEM dont interact with customer directly.

h Traditionally the main customers for OEM aredealers.

h Dealers are the point of contact between customerand brand.

h The downstream supply chain works on push basedstrategy.

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h Consumers are getting increasingly well informed

and enjoy wide choice.

h

Automobile purchase is a high involvementpurchase with less frequency.

h Auto companies need to know and understand

their customers.

h To effectively match their products and serviceoffers with the customers they want to target.

h Information as input to production scheduling and

also product development cycle.

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h For channel integration cross all networks.

h Form a closed loop customer and vehicle

interaction cycle.h Incorporate end customer information and history

into sales processes.

h Need for seamless integration between OEM

Dealers Customers.

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h Increase revenue and cut costs across the value

chain.

h Formulation of successful marketing strategies forfuture growth.

h Retain the customer by increased Brand affiliation

and hence loyalty.

h Understand demand segmentation and convertpre sales interaction into final purchase.

h More collaboration with dealers important link

between brand and consumer.

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h Enabling collaborative customer centric business.

h Path from push manufacturing model towards

built-to-order service philosophy.h With increasing competition and low margins,

better CRM is turning out to be source of

competitive advantage.

h Better and customized service means reducedincentives for customer.

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Brand

Enquiry

Consideration

Set Demo Negotiate

Lost sale

Order Delivery Sales CSI

Warranty Repair

Scheduled Services/

Inspections

After Sales CSI

Dealer

Defection

Brand

Defection

Customer

Complaints

Service/ OwnerCycle

Vehicle

Recalls

Repairs

Equity Positioning on

Finance Contract

Market Awareness

Repurchase

Consideration

Repurchase

Loyalty

Natural

Defections

Avoidable

Defections

Sales Retention/

Detection Cycle

Sales CycleProspectCustomers

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Advertising & marketing campaigns. New launches.

Providing discounts and other benefits.

Easy financing.

To attractcustomers

After sales service.

Providing assurance, warranties etc.

Regular check ups.

Informing customers .

To keepcustomers

Cross and up selling.

Maintaining customer database.

Increasing customer loyalty.

Next purchases.

To growcustomers

Role of analytical CRM:

Predictive capability to determine customer behavior to aid product and

service decision making.

Information regarding customer retention or attrition helps identify

customers worth targeting for retention campaigns.

Customer segmentation that leverages data to create accurate categories

for use in marketing strategies.

Market automation that combines analytics with campaign management

functionality to help drive a more effective and efficient marketing

campaign.

Management decisions.

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Targeted campaigns.

Using the corporate standards for customer interactions.

Registering customer preferences.

Leads generating:

Regular interactions according to business process.

Providing the customer service according to the contract obligations.

After-sales relationship and customer service:

Vehicle configuration and cost calculation. Automating the document flow (invoices, certificates, orders).

Better sales person effectiveness:

Tracking the vehicle delivery from the supplier to the stock

Supplier relationship management:

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h SAP

h AutoCRM

h Siebel Automotive

h Terrasoft CRM

h Autobase

Leading CRM solution provider

Povides solutions to optimize sales leads, gain business

insight, improve service, and increase revenues.

Clients: Daimler, Mercedez, Ford etc. Provide high quality automotive advisory services, tools,

processes and knowledge sets for the global automotiveindustry.

Owned by Oracle.

One of the most successful CRM solutions for larger car

dealerships.

Clients: TATA Motors, Subaru etc.

A leading supplier of integrated CRM solutions, offering

services to companies of different sizes and industries.

Offers CRM customized solutions for 22 industries and

available in 10 languages.

Clients: Toyota Motors, BMW etc.

Established in the year 1988. One of the powerful, easy-to-use automotive CRM

available to auto dealers.

Clients: Ford, Ferrari, GM etc.

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SAP Leadership in Automotive Industry

1,600 AutomotiveCustomers in 89

countries

87% coverage withinFortune 500

companies

24%

23%

53%

SAP Inst ll tions

Sale & Se i e

M

Supplie

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Supplier Solution

Bosch

Delphi

Continental

Siemens

Valeo

Visteon

OEM Solution

Renault

Fiat

Porsche

Hyundai

BMW

Nissan

Audi GM

VW

DaimlerChrysler

Sales & Service

Peugeot

Caterpillar

Mitsubishi

Ford

Volvo

Amag

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Suppliers &

Partners

Engineering Procurement Manufacturing Sales &

Distribution

Customer

Service

Consumer &

Channels

OEM Relationship Management

Collaborative EngineeringKey A/C Management

Time to market

New Product development &introduction

Lifecycle Data Management

Supplier Collaboration

Strategic SourcingOperational Procurement & Inbound logistics

Make to stock/Make to order

Supply to lineOutbound logistics

Enterprise Asset Management

Manufacturing

Sales Order Management

Demand & order scheduling

Order execution & receipt settlementCustomer Service

Warranty ManagementService parts planning

Service parts execution

Enterprise Management & Support

Analytics

Financials

Human Capital Management

Corporate ServicesOperations Support

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h Industry expertise takes patience & determination.

h You cannot buy yourself into industry leadership.

h Continuous customer contact & projects are key to

development of organizations solutions.

h Continuous enhancement of the solution is the key

to success.

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OEM

Supplier-Tier 2

Supplier-

Tier 1

Supplier-Tier 2

Engineering

Supplier

Distributors

Dealers

Customers

F & IIndustrial

Aftermarket

Service

Suppliers

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Aftermarket Service & Warranty ManagementWarranty processing with pre-crediting & post-crediting

Recall & warranty processing

Warranty processing with authorization

Service parts order fulfillment

Vehicle Management

Make-to-order process in VMS with/of vehicle configuration

Vehicle Management System integration with CRM

OEM

Dealer

Customer

Industrial

AftermarketService Supplier

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Case Study

MARUTI SUZUKI CRM

HERO HONDA CRM Initiative

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