RENAULT CUSTOMER MDM. Christophe DRELON. Head of Data, Global Sales & Marketing RENAULT Pierre BENOIT. Manager MDM, Data Exchange and Governance CGI

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1 RENAULT CUSTOMER MDM Christophe DRELON Head of Data, Global Sales & Marketing RENAULT Pierre BENOIT Manager MDM, Data Exchange and Governance CGI

2 AGENDA 01 RENAULT 02 HOW 03 ARCHITECTURE 04 KEY & CGI THE CUSTOMER MDM PROJECT CAME INTO BEING & PROJECT MANAGEMENT LEARNINGS & NEXT STEPS 2

3 01 RENAULT & CGI MAY 24th,

4 RENAULT A FRENCH GROUP, A STRONG INTERNATIONAL STRATEGY Over 116 years of history employees million Euros in revenues 3 brands : Renault, Dacia, Renault-Samsung (Korea) 2,8 million cars sold Top markets (125 countries) : France, Brazil, Germany, Spain, Italy, UK, Russia Top vehicles (45 models) : Clio, Sandero, Duster, Logan, Megane, Captur A unique Alliance, Renault-Nissan : 8,5 million vehicles sold 4 th world s biggest vehicle manufacturer 4

5 CLIO KOLEOS TALISMAN ESPACE ZOE (EV) DUSTER LCV RANGE TWIZY (EV)

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7 CGI CGI, A GLOBAL END-TO-END IT & BUSINESS PROCESS SERVICES LEADER High-end business and IT consulting System integration, IT and business process outsourcing 65,000 professionals, 75% shareholders 400 offices, 40 countries around the world 5,000* clients across the globe 9/10 client satisfaction score for the past 10 years 100+ mission-critical IP-based solutions $10.3B annual revenue World s 5 th largest independent IT and BPS firm * CGI also serves 30,000+ clients in its business process services operations 7

8 02 HOW THE CUSTOMER MDM PROJECT CAME INTO BEING MAY 24th,

9 WHAT WE WILL NOT TALK ABOUT TODAY CAR AND DATA? NAVIGATION CONNECTED CAR WIFI IN CAR PRODUCT MDM 9

10 HOW THE CUSTOMER MDM PROJECT CAME INTO BEING HOW CAN DATA (SILOS) IMPACT CUSTOMER EXPERIENCE Break down Dealer experience VOC survey New vehicle Mr Miller calls the assistance provider. He doesn t feel valued. Vehicle is towed to the nearest dealer, not Mr Miller s favorite one. Experience is not the best. Mr Miller fills the online satisfaction survey, angry. Mr Miller buys a new vehicle from his regular dealer. He was not far from buying another brand. No customer data shared with assistance provider Dealer has no information on Mr Miller s history with the brand Rating and (bad) feedback will not be shared! Again, he has to tell all his story to get a special treatment and offer 10

11 HOW THE CUSTOMER MDM PROJECT CAME INTO BEING CUSTOMER EXPERIENCE PROGRAM WAS THE STARTING POINT Need of a 360 view of the customer, shared at all levels 11

12 HOW THE CUSTOMER MDM PROJECT CAME INTO BEING CUSTOMER MDM IS A KEY ENABLER OF THE CX PROGRAM Customer MDM 12

13 HOW THE CUSTOMER MDM PROJECT CAME INTO BEING BUT ALSO BETTER DATA QUALITY 1 2 DATA ENRICHMENT 5 BETTER CRM SEGMENTATION & SCORING 3 4 DB TOOLS STANDARDIZATION 13

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15 03 ARCHITECTURE AND PROJECT MANAGEMENT MAY 24th,

16 ARCHITECTURE & PROJECT MANAGEMENT CUSTOMER DATA ECOSYSTEM Data Source applications Reference Data Customer View CMDM Cleansing - > Enhancement -> Deduplication -> Merge ShowRoom & Target applications Marketing Communication (Newsletters ) Transaction (Offers ) Customer relationship management MyRenault Digital platform Collect Exchange Call Center SFA Voice of Customer Maintenance and Service Local sources Vehicle relationship RUBICS (legacy) Vehicle & equipments Maintenance & service program Workshop visits KPI & Analytics KPI (quality & contact) Scoring & segmentation ROI campaign 16

17 ARCHITECTURE & PROJECT MANAGEMENT ROLLOUT METHODOLOGY Strong involvement of corporate & local teams Preparation Assessment Roll-out Ramp-up Secure local business stakes and objectives Agreement on scope, planning and budget Design, adapt and test core / specific features Assist local team post Go-live 2 months 4 to 6 months 2 months 17

18 ARCHITECTURE & PROJECT MANAGEMENT CMDM ROLLOUT PLANNING, TO SUPPORT GLOBAL SALES AMBITION Turkey Italia Objectives > 2017 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Poland Spain Romania Slovenia France Argentina Algeria Columbia 50% 82% 22% % of worldwide Renault sales 18

19 WHERE DO WE STAND FEEDBACK AFTER IMPLEMENTATION IN FRANCE From Stand alone and redundant Customer databases Key indicators (April 2016) To Network Call center Maintenance Car sales Digital My Renault (exp. July 2016) CMDM Registrations (external) Company referential (external) 35 Millions of contacts Prospects and Owners Renault (0-5 years) 46,7% with valid users connected to CMDM after deduplication +10 pt since December 15 thanks to dedicate action / challenges Dealer, call center operators, datastewards 19

20 04 KEY LEARNINGS & NEXT STEPS MAY 24th,

21 KEY LEARNINGS NOTHING ROBUST CAN BE ACHIEVED WITHOUT A SYSTEMATIC APPROACH High level of standardization Flexibility for legal and business requirements 2 Right balance central / local 3 Assessment: 80% of job done Take onboard the local team Local sources inventory Identify local specificities and decide on it Identify potential roadblocks Engagement signed by both parties (central / local) Sponsorship at right (high!) level Business lead at local level Mix of business and IT skills Business processes and side tools to bear profitability De-silo data is a challenge! Data is at the heart of many processes, often complex Don t underestimate level of resources and effort 1 Strong business view 5 Data centricity is a long ride 4 Data privacy is key To be addressed asap (privacy by design) Potential big impact on leadtime and IT costs Top-down approach is better 21

22 NEXT STEPS DATA CENTRICITY IS A LONG RIDE! Complete customer MDM rollout Carry-on de-silo data (digital, social, ) Build data-lake for analytics purposes, to unleash business potential Bring connected car in the data ecosystem Eventually, become data centric! MAY 24th,

23 MERCI