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Business driven data transformation – Necessary evolution!
02.02.2017
Niels SvaerkeGeneral Manager ITToyota Nordic Sweden niels.Svaerke@Toyota.se
Agenda
• Intro (National Marketing & Sales Companies)
• Background
• Impact
• The Solution
• Vision Overview
• The road to the golden Record
• Legal
• Business Value
• BI
• Machine Learning
• Analytics
National Marketing &
Sales Companies
Not shown: Toyota Caucasus LLP, Union Motors Ltd (Israel), Toyota Motor Kazakhstan LLP
• 30 NMSCs
• 56 Countries
• 281 Lexus retailers
• 2,541 Toyota retailers
Toyota in Nordic
5 National Marketing & Sales
Companies
> 5000 employee's
Around 350 Retailers> 1 million unit in operation
Our “IT Customers” is national Sales – Marketing – Retailers – Toyota & Lexus buyers!
Many of the IT systems and business processes we have been using, is based on the historical structure of production and sales, “not much” has changed over the last “many” years!
• In large (complex) organization – with communication and collaboration challenges, IT is necessary to create common business
processes and broad understanding. …. But we are not so agile as we wish ……”local flavors in many systems and data flows”
Automotive industry
New challenges – Business is changing
Telematics
“We need to be extremely adaptable, because our industries can be
transformed in a surprisingly short time!”
* Automotive business is quite different requirements for product robustness. Cars must be tested in dust,
ice and rain, and they will keep for 10 to 20 years.
Car "the ultimate mobile device"
Public transportation – New ways
Urbanization
”Future” Sales process – Big data – Customer knowledge
New ”players” in the business: Apple, Google og UberONLINE SALES - DATA – Customer
IT's role in helping the business to be prepared for challenges!Key business processes - Important data (on customers) - Data management (legal) - IT support of the future business model – IT vision/ strategy
customer needs and habits!
Closing the gab
Nordic - Starting point:
No real CRM system in place in 4 countries
Data structure different
Different DMS (Dealer Management Systems)
Databases not aligned between Retailers
Agreement not in place between Retailer and NMSC
One Nordic country “Best in class” One system & One Database
Unaligned way of working
Business Process and data is key!
Business analyst is working close together with IT – basis for all development and improvement!
To map current business processes and data flows ….AS IS …TO BE!
One system for CRM & One view of the customer – scalable and flexible
Vision Overview
Solution Overview
Customer journey and data from a CRM perspective
CRM basic data model
Retailers
CompanyVehicle
Person
ID
Contact/ Relations
Roles
Ownership
History
Documents
Activities
Agreements
Etc.
Relations
The road to the Golden Record
Phase 1- 2
Phase 1 Enabling: “Creating a CRM database on which the future can be built”
Core Data Model:
Design and implement core
tables to hold Toyota
Customer and basis
Vehicle data
Data Migration:
Develop and prove a data
merge and migration
process for data from
sources
Operational Migration:
Develop and implement
continuity integrations for
applications using data
Identity & Access
management:
Implement AD architecture,
Retailer directory.
Bronze Record
Phase 2 “ Marketing Essentials and Rapid Sales Deployment”
Processes:
Campaign Management
Lead Mgmt.
Opportunities
Communications rules
Roles Impacted:
Marketing
Customers
Sales Representatives
Sales Assistants
Integration:
My Toyota
Other Toyota applications
External reference sources
Main Benefit:
Improved information flow
for Awareness and Pre-
Sales processes.
Silver Record
Phase 3 - 4
Phase 3 Sales; “Consumer One Purchase lifecycle support”
Processes:
Quote
Order
Roles Impacted:
Sales Representatives
Sales Assistants
Customers
Integration/ migration:
Sales Work Bench
Main Benefit:
Common process and UI
from lead to Order.
Phase 4 After Sales; “Consumer One lifetime care systems”
Processes:
Repair
Service
Warranty
Roles Impacted:
Service Assistant
Customers
Sales Representatives
Sales Assistants
Integrations:
Dealer Management
Systems
Main Benefit:
Completes the 360 degree
view of the client.
Silver Record
Golden Record
Legal
• The General Data Protection Regulation (GDPR) (Regulation (EU) 2016/679) – May 25th 2018
• The regulation applies if the data controller or processor (organization) or the data subject (person) is
based in the EU. Furthermore (and unlike the current Directive) the Regulation also applies to
organizations based outside the European Union if they process personal data of EU residents.
• According to the European Commission "personal data is any information relating to an individual,
whether it relates to his or her private, professional or public life. It can be anything from a name, a
photo, an email address, bank details, posts on social networking websites, medical information, or a
computer’s IP address.
• Fine up to 10,000,000 EUR or up to 2% of the annual worldwide turnover of the preceding financial
year in case of an enterprise, whichever is greater.
Business Intelligence & Analytics
Analytics and performance-measurement tools for
measuring all email marketing activities. The
system records and presents many key
performance indicators (KPIs), including opens,
bounces, clicks, and more.
Machine Learning
New area – We have started with
Consumer data - Supervised learning(Rapidly match and classify data from thousands of potential
sources using human guided machine learning. To ensure that
resulting data sets meet business requirements.)
Next steps
- Vehicle Data
- Connection to telematics data
Thank you
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