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2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 1 CRM Modules ASTER Group

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Page 1: Presentazione Seat

2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 1

CRM Modules

ASTER Group

Page 2: Presentazione Seat

2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 2

Leonardo CRM modules & Services portfolio

1. BI & BA: Business intelligence module and Business analytics services;

2. MKTG system support: MKTG Automation module, MKTG Campaign system support and strategic MKTG advise;

3. Sales Automation: Sales force MGMT module and related training for sales man and MGMT;

4. Supply service Automation: Service MGMT module and relates training for front-line people and MGMT

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BI & BAdescription:

We integrate the basic information on customer (purchase) behavior of DMS DB with CRM DB;

We run our BI algorithm on Loyalty & Vale on customer base dealer in real time;

We deliver the query and reports console to support the user in profiling customers and get reports on customer value & loyalty;

We release the first service set of business analytics to discover: Most valuable MKTG target; Average customer life time value; Actual and potential customer value

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BI & BAimpact to dealer management:

We cluster customers by this model:

Move customers to more valuable classes;

Move customers to active life time states;

Loyalty level Just

services 1 car 2 car

more than 2 car

Visitors New Entry Friends Partners

Stars Hight actual and potential Value

Statics Hight AV and low

PV

Baby low AV and hight PV

Marginals low actual and

potentiale value

C

A

B

D

inactive in life time active in life time value buyers

inactive active lost

A

B

C

D

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BI & BACRM System reports:

Our System makes under control the customer base value &

loyalty dynamics and supports MKTG strategies to the most

important value target

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BI & BAanalytics key information

Customer yearly Retention rate in sales area and service area;

Life time value – average months/years take a relation;

Average value of a customer;

Descriptive analysis of customer value distribution;

Dynamic ABC analysis on customer loyalty classes;

Customer yearly Retention rate in sales area and service area;

Life time value – average months/years take a relation;

Average value of a customer;

Descriptive analysis of customer value distribution;

Dynamic ABC analysis on customer loyalty classes;

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MKTG system supportdescription

Integration between BI module with multi-channel MKTG automation module (tele-MKTG, SMS, mailing, emailing, etc.);

Implementation of MKTG automation module by dynamic MKTG campaign to maximize value and loyalty;

MKTG automation console to plan customized MKTG campaign on all the available variables;

Implementation of MKTG Campaign System Support – Business Analytics:

To evaluate the value produced by any campaign for any target; To discover the key variables that determine the success of a marketing

campaign; To optimize the campaign variables set and forecast the results

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MKT share on service market

1 2 3 4 5 6 7+Old age of car

MK

T S

hare

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

48%

38%

26%

19% 17% 19%

8%

Benchmark: italian dealerhip our projects

91% 91%

50%50%

25% 25%

10%

MKTG system supportimpact to dealer management:

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MKTG system supportMKTG evaluation:

We are able to evaluate for each campaign the “general effective index” – GEI = value created by evaluation period

We are able to leverage multivariate regression model to know how to chose the target

GEI distribution

0

200

400

600

800

1000

1200

1400

1600

0 100 200 300 400 500 600

campaign ID

GEI

GEI per type

-

200

400

600

800

1.000

1.200

1.400

1.600

MKTG

Aut

o

MKTG

Aut

o

MKTG

Aut

o

satis

facti

on

satis

facti

on

satis

facti

on

satis

facti

on

satis

facti

on

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

Servic

e M

KTG

type

GE

I

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Integrating Analytics with“Marketing Decision Making”

Customer DB 1

OptimumMarketing Variables

2

MKTG Campaign 3

AttendedValue

4

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Sales Automation Description

Implementation of sales force MGMT module: Informative processes DMS integrated to support all the

possible sales processes; Panel control for individual sales man and group of sales

force; MGMT by objectives and incentives; Time system MGMT with MKTG module integration;

Analytics: sales man behavior and sales forecast

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Sales Automation Impact on dealer MGMT

In our experience, by manage those “topic driver” with our approach we take our dealers to an average MKT share performance of 120% of national company share

Rate of Process

birth

AverageClosing

time

Rate of success

•MKTG campaign for Sales Man;•MGMT by O

•Time System MGMT;•Informative processes DMS integrated – Stock MGMT and delivery processes

•Panel processes Control;•MGMT by O & I;•Sales forecast

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Supply service Automationdescription

Implementation of Supply service MGMT: Integration with DMS vehicle and customer DB; Planning system by shop, department, technical resource; Planning automation by best effective index for any single

technical resource; MGMT by tails of attended, set by customer profile (value,

loyalty, etc.); Automatic alert and warning on topic phases; Friendly and available also for sales force;

Analytics on: Order pecking and production trend; Service level performances; Quality process control;

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Effective index = H sold/H available of technical staff – in our experience > 110%;

Fast appointment providing;

Different Service level agreement for different customer profiles

Improving quality process and customer satisfaction index

Supply service automation Impact on dealer MGMT