This document describes an integrated customer experience scenario across multiple entities. It begins with a customer, Marissa, noticing an issue with her vehicle. Predictive analytics and her car's app notify her of the needed repair and schedule an appointment. At the dealership, technicians efficiently perform the repair using mobile tools. Marissa enjoys her loaner vehicle's tour feature. Follow-up marketing from the manufacturer increases her interest in upgrading.

2. Integrated customer
service maximization
experience
January 2015

3. Let’s envision a scenario
How can businesses today improve the
customer service experience with the help of
predictive analytics, modern sales and
marketing tools, and cloud-enabled line-of-
business applications?

4. Persona map
Marissa Burnett
Car Owner
END CUSTOMER
Gail Bell
Data Analyst
CONTOSO MOTORS
(MANUFACTURER)
Constructs data models
used by her company
and its ecosystem of
dealers to gain business
insight and make the
most of marketing, sales,
and service opportunities.
Dan Thiel
Service Manager
NORTHWIND MOTORS
(DEALERSHIP)
Manages the service
department and engages
directly with customers
using modern business
applications that streamline
service management and
communications.
Violet Myers
Marketing Manager
CONTOSO MOTORS
(MANUFACTURER)
Uses customer and
market data to develop
and deliver cross-
channel marketing
campaigns that target
customers like Marissa.
Bennie Seale
Service Technician
NORTHWIND MOTORS
(DEALERSHIP)
Uses mobile business
devices and
applications to perform
vehicle service tasks
and engage with his
team and supervisors.
Discovers how modern
connected technologies can
turn an unfortunate situation
with her vehicle into a positive
brand experience.
.

5. Service need
and appointment
scheduling Communication
Vehicle service scheduling
Analysis
Brake service recommendation
Action
Appointment confirmation
Situation
Oxygen sensor failure
1
2
3
4

6. *
Marissa Burnett
Marissa is driving her 2012
model Contoso Motors
vehicle to work.
Let’s meet

7. During her commute,
she notices an
indicator light appear
on the dash.
SITUATION > COMMUNICATION > ANALYSIS > ACTION

8. MYCAR
Oxygen Sensor
Warning
The Contoso Motor’s
smartphone app on
Marissa’s smartphone
receives the information
and identifies the cause
of the problem.
Your check engine light
just came on. The oxygen
sensor needs to be
replaced within 7 days.
SITUATION > COMMUNICATION > ANALYSIS > ACTION

9. Six months ago …

10. Let’s meet*
Gail Bell
Data analyst at Contoso
Motors Corp.
Gail creates analytical models
and publishes her findings and
models through corporate data
information systems.

11. SITUATION > COMMUNICATION > ANALYSIS > ACTION
Data she collects for analysis:
 Customer profile data
 Vehicle parts and repair
history
 Driving patterns
 Dealer orders
 Service history
Gail Burnett
Data analyst
Various Contoso Motors
departments, including
marketing, make use of this
data to achieve business
objectives.
In addition, a large network
of dealers can subscribe to
this data through the Dealer
Management System (DMS).

12. SITUATION > COMMUNICATION > ANALYSIS > ACTION
Today ...

13. Northwind Motors
1900 3rd St.
Open: 10am – 7pm
Call Northwind
Motors
Thank goodness I’m
still under warranty.
Would you like me to
request an appointment?
SITUATION > COMMUNICATION > ANALYSIS > ACTION
MYCAR

14. Northwind Motors
1900 3rd St.
Open: 10am – 7pm
Call Northwind
Motors
Would you like me to
request an appointment?
You will soon receive a
notification of available
appointment times.
Yes, confirm
an appointment
for me.
SITUATION > COMMUNICATION > ANALYSIS > ACTION
MYCAR

15. That was easy!
Northwind Motors
1900 3rd St.
Open: 10am – 7pm
Call Northwind
Motors
Would you like me to
request an appointment?
SITUATION > COMMUNICATION > ANALYSIS > ACTION
MYCAR

16. Let’s meet*
Dan Thiel
Service manager at
Northwind Motors.
During his coffee break, Dan
notices a time-sensitive service
request from Marissa Burnett.

17. Dan Thiel
Service manager
SITUATION > COMMUNICATION > ANALYSIS > ACTION
Detailed customer
view
Dan has access to essential
information about the:
 Problem
 Part
 Vehicle
 Customer
2012 Model Year
Contoso Motors
marrisab@live.com
202-555-0191
500 Foothill Drive
Lake View, Bellevue,
WA, 98004

18. Dan Thiel
Service manager
SITUATION > COMMUNICATION > ANALYSIS > ACTION
Efficient scheduling
Because the request
includes information about
Marissa’s availability, Dan is
able to see quickly where
there are openings in his
service schedule.
Dan selects three options
and then taps
Send to propose dates.

19. Yes, please.
Your brakes are also due
for a service. Would you
like me to add that to your
appointment request?
SITUATION > COMMUNICATION > ANALYSIS > ACTION
MYCAR

20. MYCAR
AVAILABLE DATES
Please confirm
the second date.
25 NOV
26 NOV
27 NOV
8:00 AM
8:30 AM
10:00 AM
SITUATION > COMMUNICATION > ANALYSIS > ACTION

21. Twenty minutes later,
Marissa reaches her
workplace.
Marissa
Car Owner
Confirmation
Your appointment with
Northwind Motors has been
confirmed.
Your car will be ready for pick up
on November 26th at 5:00pm.
OK
SITUATION > COMMUNICATION > ANALYSIS > ACTION

22. She needs to leave her car
for the day.
The app prompts,
Do you need a loaner car?
She taps Yes.
Marissa
Car Owner
Message
Do you need a loaner car?
Yes No
SITUATION > COMMUNICATION > ANALYSIS > ACTION

23. Marissa
Car Owner
SITUATION > COMMUNICATION > ANALYSIS > ACTION
Gas mileage is one of
Marissa's most
important criteria.
She selects Sedan CC4.
This car has more MPG
than the most popular
hybrids.

24. Marissa
Car Owner
Thank you Marissa
You will soon receive an
e-mail confirming your
loaner car details.
OK
After scanning the
comparative specs, she
thinks, “I look forward to
taking this car for a spin.”
SITUATION > COMMUNICATION > ANALYSIS > ACTION
The loaner car reservation
complete, the system
automatically confirms her
choice in email, which
includes a personalized
promo on current vehicle
incentives.

25. Service need and appointment scheduling
Insights Social Productivity Mobility Apps Platform
Conversation summary

26. Service
performance
and loaner car
experience
Transition
Marketing campaign management and vehicle exchange
1
Communication
Vehicle inspection, trouble-shooting, and repair
2
Evaluation
Loaner car augmented experience3
4 Conclusion
Loaner car return with service and sales follow-up

27. Four months ago …

28. Let’s meet*
Violet Myers
Marketing manager
for Contoso Motors
Violet Myers conceives a marketing
campaign that implements the customer
segmentation data models that her
colleague Gail Bell published.
As part of her campaign,
Violet puts together an
attractive lease incentive for
existing customers that
includes:
 Discount services at
signing, such as
extended warranties
 Discounts on product
upgrades and OEM
accessories
 Third-party after-
market offers, such as
satellite radio
subscription services

29. Violet concludes that the
campaign is performing
well. Although the target
audience is relatively small,
the focus, personalization,
and contextual resonance
of the messaging are
leading to stronger results
than many of the much
larger, more generalized
campaigns run out of
corporate.
“I think I’ll share these
results with the group. I was
confident a more nuanced
approach could yield big
results …”
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

30. TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION
Day of the service appointment ...

31. Hello, Marissa.
Your loaner car is
ready for you
outside.
That’s great! I’ll be
interested to see how
this car performs. I’ve
heard it’s got good gas
mileage.
Against the backdrop of
Violet’s marketing campaign
designed to appeal to
customers like Marissa, she
takes her vehicle to Northwind
Motors for her scheduled
appointment.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

32. Sure!
Thanks for the
help, Dan.
If you use the Contoso
Motors smartphone
app, you can get an
improved experience
with the vehicle’s
built-in tour guide.
Against the backdrop of
Violet’s marketing campaign
designed to appeal to
customers like Marissa, she
takes her vehicle to Northwind
Motors for her scheduled
appointment.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

33. Once she is familiar
with the car’s controls,
Marissa directs her
attention to the tour
guide in her
smartphone app.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

34. Once she is familiar
with the car’s controls,
Marissa directs her
attention to the tour
guide in her
smartphone app.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

35. Let’s meet*
Bennie Seale
Service technician at
Northwind Motors.
After saying goodbye to
Marissa, Dan returns to the
service bay where he chats
briefly with Bennie about the
work to be performed.

36. The brake replacement
is a recommended
service, so take a close
look at the relative wear
and tear.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

37. Sure thing. Fixing the
O2 sensor will be
easy. I’ll have that
done by noon.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

38. Great, thanks. If it turns out
that all the brakes do in fact
need replacing, let me
know right away, so I can
see about tracking down
the parts locally.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

39. Bennie inspects the
brakes.
The front set of brake
pads are fairly well worn
while the other two show
marginal wear.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

40. Since Dan is away from
the garage, Bennie uses
the integrated
communications
features built into the
service tech dashboard
on his tablet to interact
with Dan while he
checks the brakes.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

41. After reviewing the
images captured by
Bennie, Dan confirms,
“Yep, the rear pads also
need replacing—but I see
another problem. Looks
like one of those brake
rotors is beginning to
warp. Can you see if we
have any in stock?”
Bennie does a quick stock
check and finds that they
have some rotors in stock.
“Good,” Dan remarks.
“Swap that rotor out,
too, and make sure to
record it as another
warranty repair.”
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

42. Later that day ...

43. Overview of features:
 Gas mileage
 Driver profile
 Recent
reviews/comments
 Social stream about the
particular make/model
 Comparison with the
competition
Marissa enjoyed her day
with the CC4. She scrolls
through a few of the
reviews and comparisons
and is thoroughly
impressed.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

44. Your car’s all ready.
We needed to replace one
of the rotors in addition to
all four brake pads.
Marissa arrives at the
Northwind facility
and is greeted by
Dan.
Dan goes through the
repairs, showing her the
attached pictures of the
worn brake pads and
rotors.
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

45. What did you think
of the CC4? Did
you like it?
Dan, I think it’s a great car. It’s got
fantastic mileage, and it doesn’t
even feel like it’s a diesel. The
Contoso app guide was also quite
helpful in introducing me to some
of the great features.
Thanks again for all your help!
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION

46. The service team follows
up with a personalized
email message that
includes:
 A copy of Marissa’s
service record.
 Introduction to the
sales representative
who will contact her
regarding her interest
in the CC4.
Marissa Burnett
Car Owner
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION
Good morning Marissa, hope you’re doing well!
I am following up today to make sure that we did everything possible to exceed
your expectations on your recent service visit. Attached you will find a copy of
your service record which covers all the work we did on the car.
Also, based on your feedback of the loaner car – CC4, I think it would be useful
for you to speak with Ron Falls (your assigned sales representative) regarding
current offers and deals on the new 2015 CC4.
Thank you for choosing us as your repair facility. We appreciate your business.
Best regards,
Dan Thiel

47. Within the week, the
sales representative
follows up about her
experience with the
model of her loaner car.
He also calls out the
availability of relevant
promotions on the
vehicle model—
promotions that
were part of Violet
Myers’ campaign for
Contoso Motors.
Marissa Burnett
Car Owner
TRANSITION > COMMUNICATION > EVALUATION > CONCLUSION
Hi Marissa,
My name is Ron and I’m a sales consultant at Northwind Motors. How was
your drive with the Contoso CC4? We hope you enjoyed your experience,
and we’d like a chance to show you more regarding current offers on the
new 2015 CC4, including a personalized trade-in deal for your current car.
You can schedule an appointment with our dealership using the tab below.
You can also give me a call at (819)-290-2243 if you have any immediate
questions/concerns.
Look forward to hearing from you soon!
Ron Falls
Schedule Appointment

48. Productivity Mobility Apps PlatformSocialInsights
Service performance and loaner car experience
Conversation summary

49. Business outcomes of the integrated experience: a summary
Discovered how modern, connected technologies could turn an
unfortunate situation with her vehicle into a positive brand experience.
 Engaging mobile apps and proactive services at her fingertips
 Timely, contextually relevant service alerts, notifications, and product information
 Automated and personalized promotions, offers, and follow-up
Marissa Burnett
Constructed data models
used by her company and
its ecosystem of dealers to
gain business insight and
make the most of
marketing, sales, and
service opportunities.
Gail Bell
Data Analyst
Used modern business
applications that allowed
him to manage his
department efficiently and
engage with customers on
virtually any device and
from virtually any location.
Dan Thiel
Service Manager
Used customer and
market data to develop
and deliver specialized,
cross-channel
marketing campaigns
targeted at specific
customer segments.
Violet Myers
Marketing Manager
Used role-appropriate mobile
business devices and
applications to perform his tasks,
get expert assistance when
needed, communicate readily,
and be more productive.
Bennie Seale
Service Tech
CONTOSO MOTORS CORP. NORTHWIND MOTORS INC.