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Automotive Retail: Unique Customer Experience

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What it is to create a unique customer experience within sales and after sales processes of an European luxury dealership in 10 charts.

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Automotive Retail: Unique Customer Experience

  1. 1. Automotive Retail: Unique Customer Experience
  2. 2. Automotive Retail: Unique Customer Experience Chart 2 The following summary describes what it is to create a unique customer experience within sales and after sales processes of an European luxury dealership. The original presentation was shown as a proposal by Michael Kuloge at the Bentley Motors European Head Office in Berlin, 23th August 2004. Michael Kuloge / Update August 2016
  3. 3. Automotive Retail: Unique Customer Experience Chart 3 Sales After Sales Customer Groups Conclusion
  4. 4. Automotive Retail: Unique Customer Experience Chart 4 Sales – Prepurchase Contact Information Negotiation  Complete customer database  All customers and prospective customers are known  The way, how the customer wants to be contacted, is known  The way, how the customer contacts the dealership, is known  Best qualified employees  The car can be presented virtuallly in all combinations, variations and with all extras  Interior and exterior variations can be shown realisticially  The car for testdriving will be delivered , if wanted with driver (well educated)  Testdriving comes with first event (silver level: e.g. invitation opera, musical, etc.)  Customer feels always welcomed and expected  Customer gets the feeling, that his new car would be unique  Customer gets the feeling, that there is a special bentley culture
  5. 5. Automotive Retail: Unique Customer Experience Chart 5 Sales – Purchase  Contract signature location to customers requirement  Contract signature comes with second event (silver level: e.g. exclusive model Bentley, exclusive gift for spouse, kids, secretary, etc.)  Customer is updated regulary about the manufacturing process of his car  Customer is invited to meet factory and responsible people and see his own car being manufactured  Invitation comes with third event (gold level: e.g. weekend at old english castle, english sport event, contact to Bentley tradition and history)  Handover is allways at customers favoured location  Handover comes with fourth event (platinum level: e.g. extraordinary travel and finally hand- over)  Handover comes allways with personal extra (owner, spouse, kids, etc.) Closing Building Handover
  6. 6. Automotive Retail: Unique Customer Experience Chart 6 Sales – After Purchase  Customer is only contacted in the way he wants it  Customer gets unique album about the main manufacturing phases of his car with pictures and signatures of the responsible people and pictures of his factory visit and of the hand- over celebration  All Customers become member of the Bentley owners club  The Bentley owners club unites all owners  The BOC creates and maintainces the Bentley culture (e.g. tradition, feeling, lifestyle, etc.)  The membership comes with high-class services (e.g. unique events, prefered hotel or restaurant reservation, oldtimer service, internet member side)  Customer is best imformed about product news and product development  Customer is invited to VIP events of general modell update or new modell launching  There is a disposal program (to take the car back to re-sale) Confirmation Loyailty Repurchase
  7. 7. Automotive Retail: Unique Customer Experience Chart 7 After Sales  24 hours / 7 days emergency service  Full service hotline (hotel- and restaurant reservation, musical, opera, babysitter, etc., if required)  The „winged angels service“ takes care of everything  Customer finds everything, he could need around and about his car  There is a high class Bentley shop, with a traditional-, fashion style- and sportiveprogram (in hard-cover and online)  There is a pick-up and delivery service (with a covered low loader)  There is a special program (e.g. hotel, musical, shopping, sightseeing, etc.), if customer would like to deliver his car personally  There is a complimentary program Service Emergency Complementation
  8. 8. Automotive Retail: Unique Customer Experience Chart 8 Customer Groups Prestige orientated  Demonstration function  Outside focus  Desire to group affiliation  Support of status, social acceptance Uniqueness orientated Self-expression orientated Hedonic orientated  Differentiation function  Outside focus  Desire to group differantiation  Support of individuality  Identification function  Inside focus  Desire to identify  Support of lifestyle and self- expression  Emotional function  Inside focus  Desire for emotion  Support of joy, fun, aesthetic
  9. 9. Automotive Retail: Unique Customer Experience Chart 9 Conclusion „What it is, to create a unique customer experience“ Complete customer database for custommade experience Individuel personal contact to customer Fulfilling of all customer expectations 3 - Level event program to highlite the main steps in the purchase process Bentley culture
  10. 10. Automotive Retail: Unique Customer Experience Chart 10 Before founding MK Automotive Consulting , Michael acquired more than 20 years CEO / MD experiences in leading premium and multibrand car dealership groups within Germany. This in his own as well as at privately and at Volkswagen AG owned dealership groups. Furthermore he managed for an US parent company owned BMW / MINI dealership group in Germany and was recently responsible as the Country Manager / MD for an US investment fund owned largest Ford dealership group within Austria with 5 locations and roundabout 300 employees with the brands Ford, Volvo, Fiat and Alfa Romeo. Additionally he worked as a senior consultant on behalf of the Volkswagen AG and was responsible for a holistic development and management consulting of Volkswagen dealerships. Besides from that Michael lectured a couple of years at the Management Marketing Academy of the Volkswagen AG on leadership, marketing & public relations, human resources, reporting and generation change. He achieved several awards of the Volkswagen AG (organization, employee satisfaction study, public relations) and main premium awards of the AUDI AG (q-power, sales, after-sales, marketing). Furthermore he accomplished successfully a management audit at Volkswagen AG as well as CEO audits at Audi AG and Screen GmbH. Due to Michael's international activities he is very open-minded and likes intercultural exchange. He cooperated several years with the Ben Craig Center, a business incubator affiliated with the University of North Carolina in Charlotte, USA and managed their subsidiary in Germany. Furthermore he founded a US investment corporation, was one of the initial investors and board members of a US medical start-up and founded their German subsidiary. Additionally Michael consulted a high-tech company in Helsinki, Finland regarding growth, mergers & acquisition as well as generation change and established business relationships to a MBO in St. Petersburg, Russia.

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