Listening to Customersthrough their DataDavid LabergeManager, Representation PlanningFord Motor Company@FordBusiness Leade...
Ford Motor CompanyWho is Ford in the United States?•   21 Vehicle Models across 2 Divisions•   3,133 Ford Dealers•     932...
Ford Motor CompanyWho is Representation Planning?• 4 Senior Planners   Automotive Sales and Marketing Professionals   15...
Dealer Locality Assignment • U.S. Government’s 72,739 Census Tracts • Dealer Location to the Census Tract    Proximity   ...
Listening to our Service Customers“Back Story” • 14.7 Million Service Repair Orders   in each year 2010-2012 containing   ...
Listening to our Service Customers“Value-Added Business Knowledge” • Saturday Service Analysis where   Customers living in...
Listening to our Dealers“Back Story” • New Vehicle Delivery Process – Auto   companies compensate dealers to   prep a new ...
Listening to our Dealers“Value-Added Business Knowledge”• Dealer Council: “Are we allowing enough  time for test drive por...
Listening to our Technicians“Back Story” • Highly Trained Dealership   Technician Network    3133 Ford – 932 Lincoln Deal...
Listening to our Technicians“Value-Added Business Knowledge” •   Goal: Reduce training locations and     vehicle fleets; m...
Listening to our Sales Customers“Back Story” •   New Vehicle Launch Analysis: Where are the     opportunity markets for a ...
Listening to our Sales Customers“Value-Added Business Knowledge” •   New Vehicle Launch Analysis: Match     Lincoln MKZ ta...
#Thank You!
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Inspire 2013 - Ford Motor Company

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Inspire 2013 - Ford Motor Company

  1. 1. Listening to Customersthrough their DataDavid LabergeManager, Representation PlanningFord Motor Company@FordBusiness Leadership trackMarch 6, 20133:15 – 4:00 pm #
  2. 2. Ford Motor CompanyWho is Ford in the United States?• 21 Vehicle Models across 2 Divisions• 3,133 Ford Dealers• 932 Lincoln Dealers• 2012 Ford and Lincoln Sales = 2.2 million• 2012 Service Repair Orders = 14.7 million #
  3. 3. Ford Motor CompanyWho is Representation Planning?• 4 Senior Planners  Automotive Sales and Marketing Professionals  15-25 Years Experience• 4 Planners  Automotive MIS Professionals  5-25 Years Experience• Responsibilities include:  Network Planning  Performance Measurement  Conveying business and customer data into value-added business knowledge #
  4. 4. Dealer Locality Assignment • U.S. Government’s 72,739 Census Tracts • Dealer Location to the Census Tract  Proximity  Accessibility • Localities used in Network Planning, Dealer Performance Measurements, Marketing Efforts, and Internet Leads • Alteryx module completed in 2.5 hours when updating all Dealers with 2010 Census Tract changes #
  5. 5. Listening to our Service Customers“Back Story” • 14.7 Million Service Repair Orders in each year 2010-2012 containing  Customer Address  Type of Service  Amount Paid  Vehicle Identification Number  Selling Dealer  Servicing Dealer  Date and Time • Alteryx module completed in 18 seconds for one Dealer #
  6. 6. Listening to our Service Customers“Value-Added Business Knowledge” • Saturday Service Analysis where Customers living in a Dealer locality (no Saturday service hours) were getting vehicle service done at other Ford or Lincoln Dealers that were open on Saturday for service • Business decision capability enhanced using factual data • Alteryx module completed in 23 seconds for one Dealer #
  7. 7. Listening to our Dealers“Back Story” • New Vehicle Delivery Process – Auto companies compensate dealers to prep a new vehicle before delivery to the customer  3133 Ford – 932 Lincoln Dealers  2.2 million Ford and Lincoln vehicles sold in US (2012) • A defined allotment of time is designated for the entire prep procedure • One requirement is a test-drive at speeds reaching 45 MPH #
  8. 8. Listening to our Dealers“Value-Added Business Knowledge”• Dealer Council: “Are we allowing enough time for test drive portion?” Suggested additional 12 minutes per delivery• Alteryx was used to quickly cross-reference road speeds against dealer locations to determine the proximity of adequate roads for the “test drive” portion of the prep procedure• 99% of Dealerships could accomplish in 6 mins, 100% within 12 mins• Cost Avoidance over $30million/yr  Average labor rate of $75/hr  2.2 million vehicles sold in US #
  9. 9. Listening to our Technicians“Back Story” • Highly Trained Dealership Technician Network  3133 Ford – 932 Lincoln Dealers  Over 30,000 highly trained technicians perform maintenance, body repair and service  35 Training Centers in the US • Technicians need continuous training and certifications • In 2009, Ford begin a process to right-size our training school network #
  10. 10. Listening to our Technicians“Value-Added Business Knowledge” • Goal: Reduce training locations and vehicle fleets; maintain convenience and accessibility for technicians • 30,000 Tech Home Addresses analyzed against Training School Locations • Alteryx performed analysis in 8 minutes Tech Driving Distance Before After Less Than 2 hrs 60.3% 57.7% Less Than 4 hrs 88.7% 88.6% • Overall Results:  45 locations optimized to 35  40% reduction in vehicle fleet  Over $4million in annual savings #
  11. 11. Listening to our Sales Customers“Back Story” • New Vehicle Launch Analysis: Where are the opportunity markets for a new vehicle, and where are vehicles being sold by our competitors?  14.5 Million total vehicles sold in 2012 across 30+ brands  1.7 Million vehicles sold in the luxury segments in 2012  88% of luxury sales are located in the top metropolitan areas Source: Automotive News #
  12. 12. Listening to our Sales Customers“Value-Added Business Knowledge” • New Vehicle Launch Analysis: Match Lincoln MKZ target areas to opportunities that comprise 1/3 of the luxury market  Potential customers are buyers of the competitive vehicles set  Are Lincoln and the Dealer represented well in the target areas?  Alteryx module completed in 20 minutes for all Lincoln Dealers in the top metropolitan areas #
  13. 13. #Thank You!

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