Building a Best-in-Class Mitsubishi CRM Program July 25, 2005
Your CRM Team Mitsubishi CRM Internal Leadership, Direction and Coordination Mitsubishi CRM Internal Leadership, Direction...
Partnering with Mitsubishi Agency Overview Working with Mitsubishi SOW and Projects  (To-date and moving forward) Dedicate...
Current Situation
Customer Buy-cycle Phases Customer “Journey” Suspects Potential conquests – targeted customers who are not currently Mitsu...
Customer Buy-cycle Phases Customer “Journey” Prospects “ Handraisers” – former “Suspects” who have actively indicated an i...
Customer Buy-cycle Phases Shoppers Visiting dealerships – to view models, test drive, negotiate and possibly purchase Cust...
Customer Buy-cycle Phases Owners: Honeymoon First 90 days after purchase – happy and proud of their purchase; enjoy every ...
Customer Buy-cycle Phases O P P O R T U N I T Y set tone for brand relationship build dealer service habits generate refer...
Customer Buy-cycle Phases Owners: Evolving After first 90 days up to three years “magic” wears off (car becomes transporta...
Customer Buy-cycle Phases build customer satisfaction, loyalty, pre-disposition to re-purchase ongoing communications reco...
Customer Buy-cycle Phases Owners: Mature After three years of ownership – customers may hold onto car (up to 5+ years, dep...
Customer Buy-cycle Phases continue loyalty communications identify in-market timing Owners: Mature Customer “Journey” O P ...
Customer Buy-cycle Phases Customer “Journey” Owners: Renewal Up to twelve months prior to new purchase –  owners begin “lo...
Customer Buy-cycle Phases preempt competitive consideration incent and reward owners make it easy to repurchase Mitsubishi...
Customer Buy-cycle Phases Disposers First six months after selling Mitsubishi model Customer “Journey”
Customer Buy-cycle Phases win-back offer ongoing incentives Disposers Customer “Journey” O P P O R T U N I T Y
Customer Buy-cycle Phases Customer “Journey” Defectors Beyond six months after disposing of Mitsubishi model
Customer Buy-cycle Phases “ stay in touch” for later win-back Mitsubishi as additional HH vehicle Customer “Journey” Defec...
Customer Buy-cycle Phases BUY-CYCLE TIMING 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Owners...
Customer Targeting <ul><li>In-market timing </li></ul><ul><li>Current model ownership </li></ul><ul><li>Owner Loyalty: 2+ ...
Studying Best-in-Class Automotive CRM BUY-CYCLE Owners DEALERS
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Measurable Objectives SUSPECTS Generate in-market  “handraisers” (Prospects) PROSPECTS Generate dealer traffic SHOPPERS Co...
Measurable Objectives for each Buy-cycle Phase BUY-CYCLE OBJECTIVES Generate Prospects (Handraisers) Drive Dealer Traffic ...
Setting Objectives = What Should CRM Do? BUY-CYCLE Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months...
Setting Objectives = What Should CRM Do? BUY-CYCLE ANSWER In general… Increase universe size for  most/all periods, in ROI...
Setting Objectives = What Should CRM Do? BUY-CYCLE Number of potential (re-)purchasers Owners DEALERS 12 months out 90 day...
Strategies for each Buy-cycle Phase BUY-CYCLE STRATEGIES Targeted DM, Online and Advertising Qualify Handraisers Test Driv...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Customer Contact Plan Communications Guidelines <ul><li>Leverage new brand positioning </li></ul><ul><li>Reinforce overall...
Customer Contact Plan Suspect Phase DEALERS Owners <ul><li>E-lead Program </li></ul><ul><ul><li>Mitsu websites </li></ul><...
Customer Contact Plan Prospect Phase DEALERS Owners Objective Drive Dealer Traffic Communication 48 hours Week 1 Week 2 We...
Customer Contact Plan Prospect Phase DEALERS Owners
Customer Contact Plan Shopping Phase DEALERS Owners Communication Customer Action Timing Email 24 hours Call 48 hours Lett...
Customer Contact Plan Owner/”Honeymoon” Phase DEALERS Owners Communication Timing Week Email welcome Direct Mail Welcome K...
Customer Contact Plan Owner/”Evolving” Phase DEALERS Owners Communication Timing 3 months E-Newsletter 6 months Magazine 9...
Customer Contact Plan Owner/”Mature” Phase DEALERS Owners Communication Timing 6 Months Magazine Year 4 Magazine Anniversa...
Customer Contact Plan Owner/”Evolving” and “Mature” Phases <ul><li>Send quarterly communications </li></ul><ul><li>Alterna...
Customer Contact Plan Owner/”Evolving” and “Mature” Phases <ul><li>Incorporate both  recognition  and  reward </li></ul>Ow...
Customer Contact Plan Owner/”Evolving” and “Mature” Phases <ul><li>Share Mitsubishi news and offers first –  before it’s “...
Customer Contact Plan Owner/Renewal Phase DEALERS Owners Communication Timing 10½ months Email 9 months Mailing 8½ months ...
Customer Contact Plan Disposer Phase <ul><li>Test incentive effectiveness </li></ul><ul><li>Control (no incentive) </li></...
Customer Contact Plan Defector Phase DEALERS Owners Communication Timing Month 3 Month 6 Month 9 Month 12 E-mail/ E-Newsle...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Customer Contact Plan Event-triggered Communications <ul><li>Mitsubishi “events” </li></ul><ul><li>Sales events </li></ul>...
Customer Contact Plan Event-triggered (Cont.) Overlay Event-Triggered Communications BUY-CYCLE MITSUBISHI CUSTOMER DEALER ...
Customer Contact Plan Channel Integration <ul><li>Overlay advertising, event marketing and PR plans onto  CRM calendar </l...
Customer Contact Plan Channel Integration (Cont.) Integrate All Marketing Communications BUY-CYCLE Influences CRM Content ...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Measurement and Reporting CRM II and e.piphany make it possible
Measurement Reporting, Analytics and Decision Support Measure and analyze #’s, percent and ROI for following: Lead Generat...
You are logged in as: CMarshall CRM II Buy Cycle Dashboard CRM II Buy Cycle Dashboard Click on a buy cycle phase to drill-...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><u...
Customer Call Center CRM Integration <ul><li>Met with Call Center Managers </li></ul><ul><li>Develop specific scripts and ...
Dealer Engagement <ul><li>Solicit feedback from key Dealers and Dealer Council </li></ul><ul><li>Simplify processes for in...
The End-Game Build 3-Way Relationship CRM Program Customers Dealers Mitsubishi With CRM Program as “engine” Communication ...
Mitsubishi CRM Plan Next Steps <ul><li>Planning, presentation and concept approval </li></ul><ul><li>Budget approval </li>...
Other Opportunities We See <ul><li>Plan new model launch campaigns minimum 6 months out </li></ul><ul><ul><li>Build excite...
Mitsubishi CRM Program Thank You
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Mitsubishi

  1. 1. Building a Best-in-Class Mitsubishi CRM Program July 25, 2005
  2. 2. Your CRM Team Mitsubishi CRM Internal Leadership, Direction and Coordination Mitsubishi CRM Internal Leadership, Direction and Coordination Agency Lead (Strategic Planning, Program Development, DM and EM Execution and Management) Harte Hanks Data Management Advertising Lead PhD Media Lead Interactive Lead (Website and Online Media)
  3. 3. Partnering with Mitsubishi Agency Overview Working with Mitsubishi SOW and Projects (To-date and moving forward) Dedicated Staff (Note: to follow from Greg)
  4. 4. Current Situation
  5. 5. Customer Buy-cycle Phases Customer “Journey” Suspects Potential conquests – targeted customers who are not currently Mitsubishi owners or shoppers (broadest opening of the Sales Funnel)
  6. 6. Customer Buy-cycle Phases Customer “Journey” Prospects “ Handraisers” – former “Suspects” who have actively indicated an interest in Mitsubishi (have moved down the Sales Funnel to Consideration) “ hot” vs. “cold” prospects
  7. 7. Customer Buy-cycle Phases Shoppers Visiting dealerships – to view models, test drive, negotiate and possibly purchase Customer “Journey”
  8. 8. Customer Buy-cycle Phases Owners: Honeymoon First 90 days after purchase – happy and proud of their purchase; enjoy every time they drive; show off their new car Customer “Journey”
  9. 9. Customer Buy-cycle Phases O P P O R T U N I T Y set tone for brand relationship build dealer service habits generate referrals Owners: Honeymoon Customer “Journey”
  10. 10. Customer Buy-cycle Phases Owners: Evolving After first 90 days up to three years “magic” wears off (car becomes transportation); notice problems; ongoing maintenance/service needs Customer “Journey”
  11. 11. Customer Buy-cycle Phases build customer satisfaction, loyalty, pre-disposition to re-purchase ongoing communications recognition and reward Owners: Evolving Customer “Journey” O P P O R T U N I T Y
  12. 12. Customer Buy-cycle Phases Owners: Mature After three years of ownership – customers may hold onto car (up to 5+ years, depending on model / socioeconomic level); possibly higher service usage; considering new car Customer “Journey”
  13. 13. Customer Buy-cycle Phases continue loyalty communications identify in-market timing Owners: Mature Customer “Journey” O P P O R T U N I T Y
  14. 14. Customer Buy-cycle Phases Customer “Journey” Owners: Renewal Up to twelve months prior to new purchase – owners begin “looking” and anticipating; eventually considering and shopping
  15. 15. Customer Buy-cycle Phases preempt competitive consideration incent and reward owners make it easy to repurchase Mitsubishi Customer “Journey” Owners: Renewal O P P O R T U N I T Y
  16. 16. Customer Buy-cycle Phases Disposers First six months after selling Mitsubishi model Customer “Journey”
  17. 17. Customer Buy-cycle Phases win-back offer ongoing incentives Disposers Customer “Journey” O P P O R T U N I T Y
  18. 18. Customer Buy-cycle Phases Customer “Journey” Defectors Beyond six months after disposing of Mitsubishi model
  19. 19. Customer Buy-cycle Phases “ stay in touch” for later win-back Mitsubishi as additional HH vehicle Customer “Journey” Defectors O P P O R T U N I T Y
  20. 20. Customer Buy-cycle Phases BUY-CYCLE TIMING 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Owners DEALERS
  21. 21. Customer Targeting <ul><li>In-market timing </li></ul><ul><li>Current model ownership </li></ul><ul><li>Owner Loyalty: 2+ Mitsubishi cars </li></ul><ul><li>Lifetime value (LTV) </li></ul><ul><li>Lifecycle stage (and needs) </li></ul><ul><li>Attitudinal segments </li></ul>Target and Segment: Suspects, Prospects and Owners Owners
  22. 22. Studying Best-in-Class Automotive CRM BUY-CYCLE Owners DEALERS
  23. 23. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  24. 24. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  25. 25. Measurable Objectives SUSPECTS Generate in-market “handraisers” (Prospects) PROSPECTS Generate dealer traffic SHOPPERS Convert to sales OWNERS (HONEYMOON) Generate referrals RENEWERS Increase re-purchase rates DISPOSERS Win-back DEFECTORS Win-back OWNERS (EVOLVING / MATURE) <ul><li>Increase dealer service use </li></ul><ul><li>Improve repurchase predisposition </li></ul><ul><li>Increase “share of garage” (upsell and cross-sell) </li></ul>
  26. 26. Measurable Objectives for each Buy-cycle Phase BUY-CYCLE OBJECTIVES Generate Prospects (Handraisers) Drive Dealer Traffic Purchases/ Leases Referrals Dealer service Increase predisposition to re-purchase Multlple purchases Re-Purchase Win-Back Win-Back Owners DEALERS
  27. 27. Setting Objectives = What Should CRM Do? BUY-CYCLE Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
  28. 28. Setting Objectives = What Should CRM Do? BUY-CYCLE ANSWER In general… Increase universe size for most/all periods, in ROI-positive fashion Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
  29. 29. Setting Objectives = What Should CRM Do? BUY-CYCLE Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Today 1% purchase at least twice After Full CRM Implementation 2% purchase at least twice For Every 100 Prospects Going Into The Funnel
  30. 30. Strategies for each Buy-cycle Phase BUY-CYCLE STRATEGIES Targeted DM, Online and Advertising Qualify Handraisers Test Drive Incentives Test Drive Incentives Purchase Option and Service Packages Establish relationship “tone” Reinforce purchase decision Create service habit Encourage referrals Build brand loyalty Deliver ongoing value Reinforce service habit Create two-way dialogue Identify in-market timing Provide compelling reasons to trade-in/re-purchase Cross-sell multiple vehicles (increase “share of garage”) Pre-empt competitive shopping Stimulate early consideration Demonstrate benefits of loyalty Loyalty incentives Stay in touch over long-term Incentives to re-purchase Owners DEALERS
  31. 31. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  32. 32. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  33. 33. Customer Contact Plan Communications Guidelines <ul><li>Leverage new brand positioning </li></ul><ul><li>Reinforce overall “brand experience” </li></ul><ul><li>Recognize individual; make communications relevant </li></ul><ul><li>Invite input and feedback </li></ul><ul><li>Gather intelligence on future needs </li></ul><ul><li>Track response/behavior </li></ul>Will all communications:
  34. 34. Customer Contact Plan Suspect Phase DEALERS Owners <ul><li>E-lead Program </li></ul><ul><ul><li>Mitsu websites </li></ul></ul><ul><ul><li>3rd-Party websites </li></ul></ul><ul><ul><li>Banner ads </li></ul></ul><ul><ul><li>Rich media </li></ul></ul><ul><ul><li>Paid Search </li></ul></ul><ul><ul><li>Sponsored blogs </li></ul></ul><ul><ul><li>Sponsored podcasts </li></ul></ul><ul><ul><li>RSS ads </li></ul></ul><ul><li>D.R. Print </li></ul><ul><li>D.R. Broadcast </li></ul><ul><ul><li>60:s </li></ul></ul><ul><ul><li>Long-form </li></ul></ul><ul><ul><li>TiVO </li></ul></ul><ul><li>Third-party inserts </li></ul><ul><li>Tier I, II & III Advertising </li></ul>Test ROI
  35. 35. Customer Contact Plan Prospect Phase DEALERS Owners Objective Drive Dealer Traffic Communication 48 hours Week 1 Week 2 Week 3 Week 4 <ul><li>In-Market Timing </li></ul><ul><li>Model Interest </li></ul><ul><li>Financing Needs </li></ul><ul><li>Trade-in </li></ul><ul><li>Geography </li></ul><ul><li>Email with link to owners-only site </li></ul><ul><li>Mailing with reply card </li></ul>Hot Prospect Cool Prospect Qualify & Segment Follow-up Email Direct Mail E-Newsletter E-Newsletter E-Newsletter Outbound Call with test drive incentive E-Newsletter Timing
  36. 36. Customer Contact Plan Prospect Phase DEALERS Owners
  37. 37. Customer Contact Plan Shopping Phase DEALERS Owners Communication Customer Action Timing Email 24 hours Call 48 hours Letter 1 week Email 24 hours Call 48 hours Letter 1 week Follow-up Yes………….. No Visit Test Drive Yes………… No Follow-up Purchase Yes No Follow-up
  38. 38. Customer Contact Plan Owner/”Honeymoon” Phase DEALERS Owners Communication Timing Week Email welcome Direct Mail Welcome Kit Invite and password to “ Owner’s Only” website 1 2 3 4 E-newsletter Referral Mailing Service invitations/ coupons (good anytime next 6 months) Month 1 Month 2 Month 3
  39. 39. Customer Contact Plan Owner/”Evolving” Phase DEALERS Owners Communication Timing 3 months E-Newsletter 6 months Magazine 9 months Mailing Year 1 Magazine Anniversary Card 6 months Magazine 9 months Mailing Year 2 Magazine Anniversary Card 6 months Magazine 9 months Mailing Year 3 Magazine Anniversary Card 3 months E-Newsletter 3 months E-Newsletter Owners-only Website
  40. 40. Customer Contact Plan Owner/”Mature” Phase DEALERS Owners Communication Timing 6 Months Magazine Year 4 Magazine Anniversary Card 9 Months Mailing 6 Months Magazine 9 Months Mailing 3 Months E-Newsletter 3 Months E-Newsletter Year 5 Magazine Anniversary Card Owners-only Website
  41. 41. Customer Contact Plan Owner/”Evolving” and “Mature” Phases <ul><li>Send quarterly communications </li></ul><ul><li>Alternate between E-Newsletters, Mailings and Magazines </li></ul><ul><li>Include mixture of automotive and lifestyle content: </li></ul><ul><ul><li>New model introductions </li></ul></ul><ul><ul><li>Seasonal driving tips </li></ul></ul><ul><ul><li>Classic American road trips </li></ul></ul><ul><ul><li>Owner profiles </li></ul></ul><ul><ul><li>Parts and Accessories </li></ul></ul><ul><li>Include Service messages </li></ul><ul><li>Include ongoing Purchase Incentives </li></ul><ul><ul><li>For trade-ups or multiple HH vehicles </li></ul></ul>Owner Loyalty Communications
  42. 42. Customer Contact Plan Owner/”Evolving” and “Mature” Phases <ul><li>Incorporate both recognition and reward </li></ul>Owner Loyalty Communications (Cont.) <ul><li>Recognition Examples: </li></ul><ul><li>“ Anniversary cards” (for vehicle purchase) </li></ul><ul><li>Birthday cards </li></ul><ul><li>Owner ID cards </li></ul><ul><li>Reward (“surprise and delight”) Examples: </li></ul><ul><li>Event invitations </li></ul><ul><li>Small gifts (e.g. Starbucks cards) </li></ul><ul><li>Parts and service coupon books </li></ul><ul><li>New model “loaners” for weekend test drives </li></ul><ul><li>Deliver value through strategic partnerships </li></ul><ul><ul><li>Including Javelin/Organic/BBDO/Omnicom client partnerships </li></ul></ul>
  43. 43. Customer Contact Plan Owner/”Evolving” and “Mature” Phases <ul><li>Share Mitsubishi news and offers first – before it’s “public” </li></ul><ul><ul><li>e.g., new model previews </li></ul></ul><ul><ul><li>Pre-launch ordering </li></ul></ul><ul><li>Provide means of feedback with every communication: </li></ul><ul><ul><li>Surveys, reply cards, email </li></ul></ul><ul><ul><li>“ Owners panel” </li></ul></ul><ul><li>Develop special owner scripts and recordings for Call Center and IVR </li></ul>Owner Loyalty Communications (Cont.)
  44. 44. Customer Contact Plan Owner/Renewal Phase DEALERS Owners Communication Timing 10½ months Email 9 months Mailing 8½ months Email 5 months Email 4 months Mailing 3 Months Mailing 1 month Email 0 months 12 months Mailing 6 months Mailing 2 months Mailing Owners-only Website
  45. 45. Customer Contact Plan Disposer Phase <ul><li>Test incentive effectiveness </li></ul><ul><li>Control (no incentive) </li></ul><ul><li>Increase incentive values </li></ul><ul><li>“ Random” incentive offers </li></ul><ul><li>Higher incentives for loyal customers </li></ul>DEALERS Owners Communication Timing Month 1 Month 2 Month 3 E-mail with purchase incentive Direct Mail with purchase incentive Outbound call with purchase incentive Month 4 Month 5 Month 6 E-mail with purchase incentive Direct Mail with purchase incentive Outbound call with purchase incentive
  46. 46. Customer Contact Plan Defector Phase DEALERS Owners Communication Timing Month 3 Month 6 Month 9 Month 12 E-mail/ E-Newsletter DM E-mail/ E-Newsletter DM
  47. 47. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  48. 48. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  49. 49. Customer Contact Plan Event-triggered Communications <ul><li>Mitsubishi “events” </li></ul><ul><li>Sales events </li></ul><ul><li>Dealer changes </li></ul><ul><li>Recalls </li></ul><ul><li>News/press announcements </li></ul><ul><li>Customer “events” </li></ul><ul><li>Service center calls </li></ul><ul><li>Inquiries / requests for more info </li></ul><ul><li>Dealer visits </li></ul><ul><li>Lifestyle changes </li></ul><ul><li>Dealer / Marketplace “events” </li></ul><ul><li>Reaction to competitive activity </li></ul><ul><li>Market-specific needs </li></ul><ul><li>Local Dealer events </li></ul>Overlay Flexible “Event-Triggered” Communications
  50. 50. Customer Contact Plan Event-triggered (Cont.) Overlay Event-Triggered Communications BUY-CYCLE MITSUBISHI CUSTOMER DEALER / MARKETPLACE
  51. 51. Customer Contact Plan Channel Integration <ul><li>Overlay advertising, event marketing and PR plans onto CRM calendar </li></ul><ul><li>CRM communications influenced by above </li></ul><ul><ul><li>Content / messaging / timing </li></ul></ul><ul><li>For example: </li></ul><ul><li>Use CRM communications to support Tier 1 advertising campaigns </li></ul><ul><ul><li>Drive customers further down sales funnel </li></ul></ul><ul><ul><li>Employ complementary timing and messaging </li></ul></ul><ul><li>Fill-in with CRM during “thin” flights or out-of-market periods </li></ul><ul><li>Support Ride & Drives and other events </li></ul>Integrate All Marketing Communications
  52. 52. Customer Contact Plan Channel Integration (Cont.) Integrate All Marketing Communications BUY-CYCLE Influences CRM Content / Messaging / Timing EVENTS & PR INTERACTIVE MEDIA PLAN EMAIL / SALES BLASTS
  53. 53. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  54. 54. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  55. 55. Measurement and Reporting CRM II and e.piphany make it possible
  56. 56. Measurement Reporting, Analytics and Decision Support Measure and analyze #’s, percent and ROI for following: Lead Generation (“Hand Raisers”) Dealer Visits Sales Conversion Predisposition to repeat purchase Repurchase Win-Back Win-Back
  57. 57. You are logged in as: CMarshall CRM II Buy Cycle Dashboard CRM II Buy Cycle Dashboard Click on a buy cycle phase to drill-down Year-to-date stats as of: 9/15/05 eLeads 2432 7% Hand-Raisers 469 2% Conversion Rate 469 2%
  58. 58. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  59. 59. Mitsubishi CRM Plan <ul><li>For each Buy-cycle Phase </li></ul><ul><ul><li>Objectives and Strategies </li></ul></ul><ul><ul><li>Customer Contact / Communications Plans </li></ul></ul><ul><li>Integration with Other Communications </li></ul><ul><li>Measurement and Reporting </li></ul><ul><li>Mitsubishi Enterprise Involvement </li></ul>
  60. 60. Customer Call Center CRM Integration <ul><li>Met with Call Center Managers </li></ul><ul><li>Develop specific scripts and IVR recordings </li></ul><ul><ul><li>Owner/non-owner </li></ul></ul><ul><ul><li>Model-focused </li></ul></ul><ul><ul><li>Sales/service (needs TBD) </li></ul></ul><ul><li>Implement training </li></ul><ul><li>Establish outbound calling protocols </li></ul><ul><ul><li>For CRM Buy-cycle communications </li></ul></ul><ul><li>Engineer two-way data feeds </li></ul><ul><li>Establish bi-weekly CRM meetings </li></ul>Action Plan
  61. 61. Dealer Engagement <ul><li>Solicit feedback from key Dealers and Dealer Council </li></ul><ul><li>Simplify processes for in-Dealer customer data collection </li></ul><ul><li>Continue “back-up” systems for customer data collection </li></ul><ul><li>Develop Dealer (optional) CRM communications / templates </li></ul>
  62. 62. The End-Game Build 3-Way Relationship CRM Program Customers Dealers Mitsubishi With CRM Program as “engine” Communication Communication Communication
  63. 63. Mitsubishi CRM Plan Next Steps <ul><li>Planning, presentation and concept approval </li></ul><ul><li>Budget approval </li></ul><ul><li>Review with other stakeholders </li></ul><ul><ul><li>e.g., Dealer Council, Service Marketing </li></ul></ul><ul><li>Full development </li></ul><ul><ul><li>Overlay all calendars </li></ul></ul><ul><ul><li>Specific communications </li></ul></ul><ul><ul><li>Content/messaging </li></ul></ul><ul><ul><li>DB / e.piphany prep </li></ul></ul><ul><ul><li>Data feeds </li></ul></ul><ul><ul><li>Project schedules </li></ul></ul><ul><li>Creative Development </li></ul><ul><li>Production </li></ul><ul><li>Launch </li></ul>Step <ul><li>June - August </li></ul><ul><li>August </li></ul><ul><li>August </li></ul><ul><li>August - September </li></ul><ul><li>October / November </li></ul><ul><li>December / January </li></ul><ul><li>January </li></ul>Timing
  64. 64. Other Opportunities We See <ul><li>Plan new model launch campaigns minimum 6 months out </li></ul><ul><ul><li>Build excitement and interest </li></ul></ul><ul><ul><li>Pre-empt competitive shopping </li></ul></ul><ul><ul><li>Allow pre-orders (customized) </li></ul></ul><ul><li>Develop brand-consistent Dealer CRM communications </li></ul><ul><ul><li>Template materials (allow for dealer customization) </li></ul></ul><ul><ul><li>Streamlined ordering and production process </li></ul></ul><ul><ul><li>Online ordering, customization and confirmation </li></ul></ul><ul><ul><li>Centralized production (“batched” for cost-savings) </li></ul></ul><ul><li>Streamline Dealer Contact communications / system </li></ul><ul><ul><li>Electronic vs. paper (provide choice) </li></ul></ul><ul><ul><li>Online access </li></ul></ul><ul><ul><li>Plan early </li></ul></ul>
  65. 65. Mitsubishi CRM Program Thank You
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