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We are creating Customer Value. Car dealers >Kerensen Vision for Car Dealers Market Michel ASSOULINE | March 2014.

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Presentation on theme: "We are creating Customer Value. Car dealers >Kerensen Vision for Car Dealers Market Michel ASSOULINE | March 2014."— Presentation transcript:

1 We are creating Customer Value. Car dealers >Kerensen Vision for Car Dealers Market Michel ASSOULINE | March 2014

2  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 Un mot de notre CEO

3 3 Cloud Advisory Cloud Delivery Cloud Adoption Performance 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%

4 Kerensen Consulting International Company 4 > 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

5 5 Kerensen Consulting Values Management Consulting Industry sector MethodologyInnovation Solution 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 IT Advisory Business Perfomance Sales Efficiency Enterprise Transformation Finance Insurance Real Estate Retail Manufacturing CPG Automotive Life sciences Services Energy & Utilities Telco Media Hospitality

6 Business Solutions Sales Cloud Custom Cloud Service Cloud Management Consulting Digital Transformation IT Advisory Business Process Sales Performance Technology Architecture Platform Mobility 6 Kerensen Consulting Organisation > Pragmatic Mix between Industry expertise and Competencies Bank and Financial Services Retail Manufacturing CPG Automotive Luxury Energy Utilities Telco Medias Hospitality Line Of Services (LoS) We are creating Customer Value.

7 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 7 > Our References

8  Car dealers Market  Focus on the car dealers Activity & Challenges  Customer Journey  Kerensen CRM & DMS  Salesforce Automotive CRM demonstration by Kerensen Sommaire

9 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 »

10 Car dealers Market 10 > Environment context impact Very attachedQuite 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…

11 Car dealers Market 11 > 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% Car market share on internet: France: 2-3% US: 7-8% 38% 6% 17% 39% Are ready to buy online Won’t do it because they prefer to see the vehicle before buying Prefer maintening human contact with sales person Are 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

12 Car dealers market 12 > Second-Hand Vehicles 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 to advertisements in 5 years Roughly 500,000 Cars are traded on eBay Motors’ Website every year Google Think Insights, Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013

13 Car dealers Market 13 > Car dealer Ecosystem and value chain Distributor, Car dealer Distributor, Car dealer Retailer Branch Agent, authorized representative Finance Insurance Distributor, Car dealer Distributor, Car dealer Retailer Branch Agent, authorized representative Car distributors Complementary Services After Sales Services Constructor Parts manufacturer Garage network Part dealers Car rental Long term Short term

14  Car dealers Market  Focus on the car dealers Activity & Challenges  Customer Journey  Kerensen CRM & DMS  Salesforce Automotive CRM demonstration by Kerensen Sommaire

15 Focus on the Car dealers activity 15 > Overview New car Second-hand car Services After Sales Other services Warranty Service contract Maintenance Body 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

16  Mobile Apps  Constructor website integration  Constructor configurator integration  Constructor DMS integration  Mobile Apps  Constructor website integration  Constructor configurator integration  Constructor DMS integration  Event  Marketing campaign  Loyalty process  Win back process  Event  Marketing campaign  Loyalty process  Win back process  Buzz  Event  Marketing campaign  Buzz  Event  Marketing campaign Car customer life cycle 16 > 360° customer view Remotely Dealer’s showroom Car system and remotely StrangersVisitorsCustomers Promoters Leads Multi channels Information System

17 Focus on the Car dealers activity 17 >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

18 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 18 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

19  Car dealers Market  Focus on the car dealers Activity & Challenges  Customer Journey  Kerensen CRM & DMS  Salesforce Automotive CRM demonstration by Kerensen Sommaire

20 Sales process 20 > Customer influences Source : Observatoire Cetelem Google 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

21 Sales process 21 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 duration Brand 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

22 Sales process 22 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 > 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

23 Sales process 23 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 ComputerSmartphoneTablet Equipment benchmark Brand comparaison Advice request on type Article reading Price comparaison Useful information research Specific equipment research Type comparaison 34% 33% 31% 13% 19% 18% 4/9

24 Sales process 24 > 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

25 Sales process 25 3 months Online research * CapGemini Cars Online 2011 **Source: Netpop 2010 Study – France Google 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

26 Sales process 26 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 stock 61% Of buyers search for video N°1 vector of brand and product adhesion Videos Dealer visit 7/9

27 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 Videos Dealer visit 8/9

28 Sales process > Showroom visit, trial 3 months Online research Videos Dealer visit Reactivity on an opportunityExpected transformation rate 20 minutes70% 8 hours10% 24 hours5%  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

29 The store revolution 29 > 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

30  Car dealers Market  Focus on the car dealers Activity & Challenges  Customer Journey  Kerensen CRM & DMS  Salesforce Automotive CRM demonstration by Kerensen Summary

31 Nos domaines d’applications. > 100% alignés avec Salesforce.com

32 Dealer CRM 32 > 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.comCommunities

33 33 #5 Salesforce Automotive CRM demonstration by Kerensen

34 Reporting et tableaux de bords 34 LeadCompte 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 ( s, tâches et évènements) Transformation Informations client Création d’opportunité Processus présenté lors de la démonstration CRM Automotive

35 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. 35 > Entrée d’un Lead Web

36  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. 36 > Suivi des prospects Scenario

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. 37 > Essai: Scenario

38  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. 38 > Proposition commerciale Scenario

39 Démonstration: Salesforce Automotive CRM by Kerensen 39

40 Kerensen Consulting 46 rue Pierre Charron Paris | France T : D : F :


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