Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Improving Automotive Brand Loyalty through Exceptional Ownership Experiences Jim DiMarzio CIO Mazda North American Operations Michael Ger Industry Principal, Automotive, Oracle September 29, 2014 Presented with

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Customer Experience Imperative BUY Market & Sell OWN Support & Serve 86% of consumers will pay more for a better customer experience 1% of consumers feel their expectations for a good experience are met 89% of consumers switched to a competitor after a poor experience

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Customer Experience Enablement is a Journey…. Source: 2013 “Global Insights on Succeeding in the Customer Experience Era”. survey of 1300 senior execs in North America, Europe, Asia Pacific & Latin America CX MATURITY TIME 97% of execs say customer experience is critical to their business advantage 39% are just getting started with a customer experience initiative 20% consider their customer experience initiative to be advanced

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

Driving Brand Loyalty Through an Exceptional Ownership Experience

Agenda Vision Strategy Transformation Technology Results

Award Winning Product

Manifesting Destiny “Mazda’s vision is to have a customer experience at every touch point that is as good as our award winning products.” Robert Davis - Sr. Vice President U.S. Operations, Mazda North American Operations

Navigating the Customer Journey What is available? Which car meets my needs? How does Mazda service make me feel? Should I consider alternatives? Should I REPURCHASE? What is my relationship with Mazda?

Executing Mazda’s Customer Experience Strategy Driver profiles Vehicle data Service Histories Web, , Chat CEC Reps Dealers Campaigns

Transformation

“Our customer experience center representatives can now act on real-time information, service histories and individual customer requirements to make well-informed decisions quickly while providing a personalized experience for our customers, and promoting recurring revenues for our dealers and long-term advocacy for the Mazda brand. Aileen Sperber – Group Manager, Customer Experience, Mazda North American Operations

Architecture the Customer Service Experience

Partnering for Success

Driving Superior Performance Reduced customer handling time! 20 %

Envisioning the Future Creating the foundation for the next generation Mazda driver experience CEC Reps Dealers Campaigns Web, , Chat

Thank you!