Every interaction with a customer is an opportunity to learn, and one way that Ford Motor Company learns about its customers is through the data they collect during every customer transaction. During this session you will learn how Ford is driving marketing efforts by analyzing massive amounts of data from dealer service records to derive business-friendly data, such as customer locations and service detail information (e.g., tires, oil changes, and body work; warranty vs. retail coverage; day/time of the week; repair order charges). Plus, you will see how Ford was able to overlay the locations of their dealerships, service technicians, and training facilities so they could analyze the impact of classroom location changes on service technicians. By optimizing their training network investment on a regular basis, Ford ensures that their service technicians receive the advanced training they require to stay abreast of the latest automotive technology
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