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Listening to Customers

through their Data

David Laberge

Manager, Representation Planning

Ford Motor Company

@Ford

Business Leadership track

March 6, 2013

3:15 – 4:00 pm

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Who is Ford in the United States?

• 21 Vehicle Models across 2 Divisions

• 3,133 Ford Dealers

• 932 Lincoln Dealers

• 2012 Ford and Lincoln Sales = 2.2 million

• 2012 Service Repair Orders = 14.7 million

Ford Motor Company

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Who is Representation Planning?

• 4 Senior Planners

Automotive Sales and Marketing Professionals

15-25 Years Experience

• 4 Planners

Automotive MIS Professionals

5-25 Years Experience

• Responsibilities include:

Network Planning

Performance Measurement

Conveying business and customer data into

value-added business knowledge

Ford Motor Company

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Dealer Locality Assignment

• U.S. Government’s 72,739 Census Tracts

• Dealer Location to the Census Tract

Proximity

Accessibility

• Localities used in Network Planning, Dealer

Performance Measurements, Marketing

Efforts, and Internet Leads

• Alteryx module completed in 2.5 hours when

updating all Dealers with 2010 Census Tract

changes

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• 14.7 Million Service Repair Orders

in each year 2010-2012 containing

Customer Address

Type of Service

Amount Paid

Vehicle Identification Number

Selling Dealer

Servicing Dealer

Date and Time

• Alteryx module completed in 18

seconds for one Dealer

Listening to our Service Customers “Back Story”

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Listening to our Service Customers “Value-Added Business Knowledge”

• Saturday Service Analysis where

Customers living in a Dealer

locality (no Saturday service

hours) were getting vehicle

service done at other Ford or

Lincoln Dealers that were open on

Saturday for service

• Business decision capability

enhanced using factual data

• Alteryx module completed in 23

seconds for one Dealer

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• New Vehicle Delivery Process – Auto

companies compensate dealers to

prep a new vehicle before delivery

to the customer

3133 Ford – 932 Lincoln Dealers

2.2 million Ford and Lincoln

vehicles sold in US (2012)

• A defined allotment of time is

designated for the entire prep

procedure

• One requirement is a test-drive at

speeds reaching 45 MPH

Listening to our Dealers “Back Story”

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• Dealer Council: “Are we allowing enough

time for test drive portion?” Suggested

additional 12 minutes per delivery

• Alteryx was used to quickly cross-reference

road speeds against dealer locations to

determine the proximity of adequate roads

for the “test drive” portion of the prep

procedure

• 99% of Dealerships could accomplish in 6

mins, 100% within 12 mins

• Cost Avoidance over $30million/yr

Average labor rate of $75/hr

2.2 million vehicles sold in US

Listening to our Dealers “Value-Added Business Knowledge”

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• Highly Trained Dealership

Technician Network

3133 Ford – 932 Lincoln Dealers

Over 30,000 highly trained

technicians perform

maintenance, body repair and

service

35 Training Centers in the US

• Technicians need continuous

training and certifications

• In 2009, Ford begin a process to

right-size our training school

network

Listening to our Technicians “Back Story”

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• Goal: Reduce training locations and

vehicle fleets; maintain convenience

and accessibility for technicians

• 30,000 Tech Home Addresses analyzed

against Training School Locations

• Alteryx performed analysis in 8 minutes

Listening to our Technicians “Value-Added Business Knowledge”

Tech Driving Distance Before After

Less Than 2 hrs 60.3% 57.7%

Less Than 4 hrs 88.7% 88.6%

• Overall Results:

45 locations optimized to 35

40% reduction in vehicle fleet

Over $4million in annual savings

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Listening to our Sales Customers “Back Story”

• New Vehicle Launch Analysis: Where are the

opportunity markets for a new vehicle, and

where are vehicles being sold by our

competitors?

14.5 Million total vehicles sold in 2012

across 30+ brands

1.7 Million vehicles sold in the luxury

segments in 2012

88% of luxury sales are located in the top

metropolitan areas

Source: Automotive News

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Listening to our Sales Customers “Value-Added Business Knowledge”

• New Vehicle Launch Analysis: Match

Lincoln MKZ target areas to

opportunities that comprise 1/3 of the

luxury market

Potential customers are buyers of the

competitive vehicles set

Are Lincoln and the Dealer

represented well in the target areas?

Alteryx module completed in 20

minutes for all Lincoln Dealers in the

top metropolitan areas

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Thank You!