1. Rob Kloby
Epsilon

2. Maximizing BDC Opportunities Using CSSR and Playbook Data
Womens Retail Network
September 2017

3. CSSR Cadence Service BDC lists for – CSSR Declined Services
Maintenance Reminder Follow Up
Bring ‘Em Back 1 & 2
Last Chance
Playbook
Medium & low Propensity
Service at other Dealer
There are a number of CSSR manifests that can be used consistently within in a Service BDC environment. The benefits of doing so include; the ability to target specific groups of common consumers, prioritizing who to call first and the ability to follow up on recent communications. Playbook data is also a very good source for DBC follow up.

4. CSSR Cadence Service BDC lists for – CSSR Declined Services
Maintenance Reminder Follow Up
Bring ‘Em Back 1 & 2
Last Chance
Playbook
Medium & low Propensity
Service at other Dealer
CSSR
Declined Services – have had a recent visit, declined a maintenance or repair
High priority
Have received a discount offer via mail and/or
Maintenance Reminder Follow Up – due for regular service now, second communication
Has received two service notifications
Capture now prior to missed cycle or potential defection
Bring ‘Em Back 1 & 2 – at risk of defection, may adversely affect retention performance
At least 8.5 months since last service
Last Chance – approximately 12 months from last service, last maintenance communication
Approximately one year since last visit
Execute follow up phone calls to the following CSSR manifests in the order listed. Reference the dealerships coupon summary for specific offers the consumer may received and to understand what the communication strategy is. Offer standard discounts for routine services and loaner vehicles if available to entice consumer.

5. Playbook Analytics Service BDC lists for – CSSR Declined Services
Maintenance Reminder Follow Up
Bring ‘Em Back 1 & 2
Last Chance
Playbook
Medium & low Propensity
Service at other Dealer
Playbook
Service at Other Dealership – purchased from you has serviced at other GM dealership
High priority
Negatively affecting retention, less likely to repurchase
Medium Propensity – moderately engaged, as likely to defect as return for service
Most likely to return for service when engaged
Low Propensity – unengaged, not likely to return for service
Medium priority
Notes:
All Playbook data is BNSR – Bought New Still Retained
Priorities – always engage those most likely to return first
Execute follow up phone calls to the following Playbook segments in the order listed. Offer standard discounts for routine services and loaner vehicles if available to entice consumer. Use a singular most aggressive offer available to Low Propensity consumers, as aggressive as the last chance offer.

6. From Global Connect select CSSR
Use single sign on through Global Connect to access the CSSR portal.

7. CSSR Dealership Landing Page
A. To access manifests select “My Results”
Note – hovering over My Results provides one click access to Playbook Data

8. B. Select CSSR
Note – hovering over My Results provides one click access to Playbook Data
C. To access CSSR manifests -
Select My Performance
Executive Summary – Select View
D. To access Playbook manifests –
Select My Opportunities

9. CSSR Data
All Reports have a common header. Therefore all reports may be filtered, exported, subscribed to, printed and ed.
Select the following –
Report Filters
Date Range – Change to last month
Program Name – toggle between Core and Plus Up, use both
Response Cycles – always select “All”
Refresh to filter data 1 2 3 4 5

10. CSSR Data Select the following – Report Filters
Date Range – Change to last month
Program Name – toggle between Core and Plus Up, use both
Response Cycles – always select “All”
Refresh to filter data
Note: All underlined data can be “drilled” into

11. CSSR Data 1 2 A B C Select the following –
Click on what you want to execute on
Export to Excel or CSV – provides the ability to filter and sort
Notes:
All available customer contact information is provided.
When the mail and sent date is provided.
RO information, if available, is provided. Always check to see if the service has been completed prior to customer contact. 2 A B C

12. Playbook Data - Service
To access Playbook Data & manifests, select -
Select My Results
CSSR
My Opportunities
The Matrix defines available opportunity. The Manifest provides the detail for execution
Note – hovering over My Results provides one click access to Playbook Data

13. Playbook Data - Service
The Matrix defines available opportunity.
Medium and Low propensity consumers are les likely to service, are at risk of defection or have defected. Contact these consumers in the following order
New Car
My Car
A Car
Old Car

14. Playbook Data - Service
Focus Areas –
Distance – remove those that are far outside the market area
Sort – columns AD or AE largest to smallest, these are consumers that have defected to another GM store for service. Shows number of CP and WP visits. These are high priority contacts
Last Service Date – blanks indicate that they’ve never serviced
Last Service Contact – allows calls center staff the ability to reference specific offers C A B B D

15. Playbook Data - Service
Focus Areas –
Distance – remove those that are far outside the market area
Column V and W define at risk consumers. Filter these by Loyalty Score and Lifecycle
Note: SL = service loyalty DL = drivers of loyalty

17. Playbook 3.0 Updates & Enhancements

18. Playbook 3.0 Updates & Enhancements

19. Playbook 3.0 Updates & Enhancements

20. Playbook 3.0 Updates & Enhancements

21. Playbook 3.0 Updates & Enhancements

22. Playbook 3.0 Updates & Enhancements