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Improving Automotive Brand Loyalty through Exceptional Ownership ExperiencesJim DiMarzioCIOMazda North American Operations
Michael GerIndustry Principal, Automotive, Oracle
September 29, 2014
Presented with
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
The Customer Experience Imperative
BUYMarket & Sell
OWNSupport & 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 M
ATU
RITY
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, eMail, Chat
CEC Reps
Dealers
Campaigns
Transformation
Customer Experience Center Representatives• More rapidly respond to
customer inquiries• Oracle RightNow Chat in
the Cloud• CTI integration
CRM• Connected driving
experience• Personalized campaigns
Technical Service Operations and Dealers• Faster resolution cycles• Oracle Knowledge
integrated with Mazda Technician Repair information
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
• Diamond Partner status with Oracle Siebel• Strategic Member of
Oracle Automotive Council• Definitions knowledge base
Automotive industry expertise
• Modern methodology using CRPs or multiple system walk thrus
• Zero customizations• 6 months to launch
Rapid deployment
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, eMail, Chat
Thank you!
