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2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 1
CRM Modules
ASTER Group
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 3
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 4
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 5
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 6
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;
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 7
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 8
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:
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 9
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 10
Integrating Analytics with“Marketing Decision Making”
Customer DB 1
OptimumMarketing Variables
2
MKTG Campaign 3
AttendedValue
4
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 11
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 12
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
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 13
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;
2008/1/14 © 2009 ASTER – Confidential and Proprietary Page 14
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