1. Integrated customer service maximization experience January 2015 2. Lets envision a scenario How can businesses today improve the customer service experience with the help of predictive analytics, modern sales and marketing tools, and cloud-enabled line-of- business applications? 3. Persona map Marissa Burnett Car Owner END CUSTOMER Gail Bell Data Analyst CONTOSO MOTORS (MANUFACTURER) Constructs data models used by her company and its ecosystem of dealers to gain business insight and make the most of marketing, sales, and service opportunities. Dan Thiel Service Manager NORTHWIND MOTORS (DEALERSHIP) Manages the service department and engages directly with customers using modern business applications that streamline service management and communications. Violet Myers Marketing Manager CONTOSO MOTORS (MANUFACTURER) Uses customer and market data to develop and deliver cross- channel marketing campaigns that target customers like Marissa. Bennie Seale Service Technician NORTHWIND MOTORS (DEALERSHIP) Uses mobile business devices and applications to perform vehicle service tasks and engage with his team and supervisors. Discovers how modern connected technologies can turn an unfortunate situation with her vehicle into a positive brand experience. . 4. Service need and appointment scheduling Communication Vehicle service scheduling Analysis Brake service recommendation Action Appointment confirmation Situation Oxygen sensor failure 1 2 3 4 5. * Marissa Burnett Marissa is driving her 2012 model Contoso Motors vehicle to work. Lets meet 6. During her commute, she notices an indicator light appear on the dash. SITUATION > COMMUNICATION > ANALYSIS > ACTION 7. MYCAR Oxygen Sensor Warning The Contoso Motors smartphone app on Marissas smartphone receives the information and identifies the cause of the problem. Your check engine light just came on. The oxygen sensor needs to be replaced within 7 days. SITUATION > COMMUNICATION > ANALYSIS > ACTION 8. Six months ago 9. Lets meet* Gail Bell Data analyst at Contoso Motors Corp. Gail creates analytical models and publishes her findings and models through corporate data information systems. 10. SITUATION > COMMUNICATION > ANALYSIS > ACTION Data she collects for analysis: Customer profile data Vehicle parts and repair history Driving patterns Dealer orders Service history Gail Burnett Data analyst Various Contoso Motors departments, including marketing, make use of this data to achieve business objectives. In addition, a large network of dealers can subscribe to this data through the Dealer Management System (DMS). 11. SITUATION > COMMUNICATION > ANALYSIS > ACTION Today ... 12. Northwind Motors 1900 3rd St. Open: 10am 7pm Call Northwind Motors Thank goodness Im still under warranty. Would you like me to request an appointment? SITUATION > COMMUNICATION > ANALYSIS > ACTION MYCAR 13. Northwind Motors 1900 3rd St. Open: 10am 7pm Call Northwind Motors Would you like me to request an appointment? You will soon receive a notification of available appointment times. Yes, confirm an appointment for me. SITUATION > COMMUNICATION > ANALYSIS > ACTION MYCAR 14. That was easy! Northwind Motors 1900 3rd St. Open: 10am 7pm Call Northwind Motors Would you like me to request an appointment? SITUATION > COMMUNICATION > ANALYSIS > ACTION MYCAR 15. Lets meet* Dan Thiel Service manager at Northwind Motors. During his coffee break, Dan notices a time-sensitive service request from Marissa Burnett. 16. Dan Thiel Service manager SITUATION > COMMUNICATION > ANALYSIS > ACTION Detailed customer view Dan has access to essential information about the: Problem Part Vehicle Customer 2012 Model Year Contoso Motors marrisab@live.com 202-555-0191 500 Foothill Drive Lake View, Bellevue, WA, 98004 17. Dan Thiel Service manager SITUATION > COMMUNICATION > ANALYSIS > ACTION Efficient scheduling Because the request includes information about Marissas availability, Dan is able to see quickly where there are openings in his service schedule. Dan selects three options and then taps Send to propose dates. 18. Yes, please. Your brakes are also due for a service. Would you like me to add that to your appointment request? SITUATION > COMMUNICATION > ANALYSIS > ACTION MYCAR 19. MYCAR AVAILABLE DATES Please confirm the second date. 25 NOV 26 NOV 27 NOV 8:00 AM 8:30 AM 10:00 AM SITUATION > COMMUNICATION > ANALYSIS > ACTION 20. Twenty minutes later, Marissa reaches her workplace. Marissa Car Owner Confirmation Your appointment with Northwind Motors has been confirmed. Your car will be ready for pick up on November 26th at 5:00pm. OK SITUATION > COMMUNICATION > ANALYSIS > ACTION 21. She needs to leave her car for the day. The app prompts, Do you need a loaner car? She taps Yes. Marissa Car Owner Message Do you need a loaner car? Yes No SITUATION > COMMUNICATION > ANALYSIS > ACTION 22. Marissa Car Owner SITUATION > COMMUNICATION > ANALYSIS > ACTION Gas mileage is one of Marissa's most important criteria. She selects Sedan CC4. This car has more MPG than the most popular hybrids. 23. Marissa Car Owner Thank you Marissa You will soon receive an e-mail confirming your loaner car details. OK After scanning the comparative specs, she thinks, I look forward to taking this car for a spin. SITUATION > COMMUNICATION > ANALYSIS > ACTION The loaner car reservation complete, the system automatically confirms her choice in email, which includes a personalized promo on current vehicle incentives. 24. Service need and appointment scheduling Insights Social Productivity Mobility Apps Platform Conversation summary 25. Service performance and loaner car experience Transition Marketing campaign management and vehicle exchange 1 Communication Vehicle inspection, trouble-shooting, and repair 2 Evaluation Loaner car augmented experience3 4 Conclusion Loaner car return with service and sales follow-up 26. Four months ago 27. Lets meet* Violet Myers Marketing manager for Contoso Motors Violet Myers conceives a marketing campaign that implements the customer segmentation data models that her colleague Gail Bell published. As part of her campaign, Violet puts together an attractive lease incentive for existing customers that includes: Discount services at signing, such as extended warranties Discounts on product upgrades and OEM accessories Third-party after- market offers, such as satellite radio subscription services 28. Violet concludes that the campaign is performing well. Although the target audience is relatively small, the focus, personalization, and contextual resonance of the messaging are leading to stronger results than many of the much larger, more generalized campaigns run out of corporate. I think Ill share these results with the group. I was confident a more nuanced approach could yield big results TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 29. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION Day of the service appointment ... 30. Hello, Marissa. Your loaner car is ready for you outside. Thats great! Ill be interested to see how this car performs. Ive heard its got good gas mileage. Against the backdrop of Violets marketing campaign designed to appeal to customers like Marissa, she takes her vehicle to Northwind Motors for her scheduled appointment. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 31. Sure! Thanks for the help, Dan. If you use the Contoso Motors smartphone app, you can get an improved experience with the vehicles built-in tour guide. Against the backdrop of Violets marketing campaign designed to appeal to customers like Marissa, she takes her vehicle to Northwind Motors for her scheduled appointment. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 32. Once she is familiar with the cars controls, Marissa directs her attention to the tour guide in her smartphone app. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 33. Once she is familiar with the cars controls, Marissa directs her attention to the tour guide in her smartphone app. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 34. Lets meet* Bennie Seale Service technician at Northwind Motors. After saying goodbye to Marissa, Dan returns to the service bay where he chats briefly with Bennie about the work to be performed. 35. The brake replacement is a recommended service, so take a close look at the relative wear and tear. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 36. Sure thing. Fixing the O2 sensor will be easy. Ill have that done by noon. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 37. Great, thanks. If it turns out that all the brakes do in fact need replacing, let me know right away, so I can see about tracking down the parts locally. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 38. Bennie inspects the brakes. The front set of brake pads are fairly well worn while the other two show marginal wear. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 39. Since Dan is away from the garage, Bennie uses the integrated communications features built into the service tech dashboard on his tablet to interact with Dan while he checks the brakes. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 40. After reviewing the images captured by Bennie, Dan confirms, Yep, the rear pads also need replacingbut I see another problem. Looks like one of those brake rotors is beginning to warp. Can you see if we have any in stock? Bennie does a quick stock check and finds that they have some rotors in stock. Good, Dan remarks. Swap that rotor out, too, and make sure to record it as another warranty repair. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 41. Later that day ... 42. Overview of features: Gas mileage Driver profile Recent reviews/comments Social stream about the particular make/model Comparison with the competition Marissa enjoyed her day with the CC4. She scrolls through a few of the reviews and comparisons and is thoroughly impressed. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 43. Your cars all ready. We needed to replace one of the rotors in addition to all four brake pads. Marissa arrives at the Northwind facility and is greeted by Dan. Dan goes through the repairs, showing her the attached pictures of the worn brake pads and rotors. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 44. What did you think of the CC4? Did you like it? Dan, I think its a great car. Its got fantastic mileage, and it doesnt even feel like its a diesel. The Contoso app guide was also quite helpful in introducing me to some of the great features. Thanks again for all your help! TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION 45. The service team follows up with a personalized email message that includes: A copy of Marissas service record. Introduction to the sales representative who will contact her regarding her interest in the CC4. Marissa Burnett Car Owner TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION Good morning Marissa, hope youre doing well! I am following up today to make sure that we did everything possible to exceed your expectations on your recent service visit. Attached you will find a copy of your service record which covers all the work we did on the car. Also, based on your feedback of the loaner car CC4, I think it would be useful for you to speak with Ron Falls (your assigned sales representative) regarding current offers and deals on the new 2015 CC4. Thank you for choosing us as your repair facility. We appreciate your business. Best regards, Dan Thiel 46. Within the week, the sales representative follows up about her experience with the model of her loaner car. He also calls out the availability of relevant promotions on the vehicle model promotions that were part of Violet Myers campaign for Contoso Motors. Marissa Burnett Car Owner TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION Hi Marissa, My name is Ron and Im a sales consultant at Northwind Motors. How was your drive with the Contoso CC4? We hope you enjoyed your experience, and wed like a chance to show you more regarding current offers on the new 2015 CC4, including a personalized trade-in deal for your current car. You can schedule an appointment with our dealership using the tab below. You can also give me a call at (819)-290-2243 if you have any immediate questions/concerns. Look forward to hearing from you soon! Ron Falls Schedule Appointment 47. Productivity Mobility Apps PlatformSocialInsights Service performance and loaner car experience Conversation summary 48. Business outcomes of the integrated experience: a summary Discovered how modern, connected technologies could turn an unfortunate situation with her vehicle into a positive brand experience. Engaging mobile apps and proactive services at her fingertips Timely, contextually relevant service alerts, notifications, and product information Automated and personalized promotions, offers, and follow-up Marissa Burnett Constructed data models used by her company and its ecosystem of dealers to gain business insight and make the most of marketing, sales, and service opportunities. Gail Bell Data Analyst Used modern business applications that allowed him to manage his department efficiently and engage with customers on virtually any device and from virtually any location. Dan Thiel Service Manager Used customer and market data to develop and deliver specialized, cross-channel marketing campaigns targeted at specific customer segments. Violet Myers Marketing Manager Used role-appropriate mobile business devices and applications to perform his tasks, get expert assistance when needed, communicate readily, and be more productive. Bennie Seale Service Tech CONTOSO MOTORS CORP. NORTHWIND MOTORS INC.