Driving customer centricity for the modern automotive market

Transcription

1 Eng s 14 th annual summit Driving customer centricity for the modern automotive market Shopping behaviour of modern society is dynamically changing and moving increasingly towards a digital communication landscape. The automotive industry needs to integrate all communication channels to maximise effectiveness of marketing strategy and engage customer with the brand. To create this relationship, OEMs and dealers need to develop tools and techniques that will facilitate 360 degree contact with potential customers. The modern CRM strategy needs to go beyond lead generation and data collection and transform into a customer centric approach and continuous communication flow that will enhance the brand customer relationship. This summit brings together leading marketing, CRM and digital executives from OEMs, captives, dealers and rental/leasing companies. We offer an excellent mix of strategic insight, case studies and interactive panels to help your company grow CRM technology and develop successful and engaging strategies. Through this event, attendees will engage in real business stories, best practices and discussion forums that will consider the following themes: Identifying methods to optimise CRM strategy to gain Evaluating methods to increase efficiency of lead prospecting competitive advantage strategy between OEM and dealers Designing a marketing concept to fit current consumer trends of Analysing new digital and online initiatives and their impact on increased online activity and diminishing dealer visits shopping behaviour Shaping communication strategy throughout all the channels to satisfy different types of customers An international executive summit with leading speakers including Gesina Schwengers Senior Manager Interactive Daniel Haas Senior Manager Communication Strategy Nathan Summers Global Digital & CRM Director Ralf Boettcher Head of CRM Felipe Guija Sales & Support Director Guy Masters Head of Customer Experience Armando Calvetti Head of CRM Gemma Vila Head of Social CRM Grant Larsen Chief Executive Officer Sandra Cameron Head of Digital Glen Demetrioff President and Chief Executive Officer Rob Malyn, Director, International Business Development Andre van den Reek, Head of Campaign Management Michele Peterson Global Practice Director, Customer Pieter van Rosmalen Global Vice President, Retail Network generating success Registration Fax Phone [email protected] Diamond Sponsor Gold Sponsors generating success

2 ENG s Auto CRM & Excellence - Day One: Wednesday 5 November :00 Registration and welcome coffee 08:30 Opening remarks from E.N.G. 08:35 Opening remarks and partner presentation from the Chairperson Lower funnel analytics capabilities Predicting monthly sales volumes based on manufacturer website traffic Having marketing impact sales when traffic does not meet expectations SocialVision A real time visual view of brand social sentiment Listening, targeted marketing, campaign effectiveness and lead generation to impact your CRM and sales goals Michele Peterson, Global Practice Director, Customer URBAN SCIENCE 09:00 Case study Preparing ourselves for the next step beyond traditional CRM: Mercedes case study Understanding the meaning of brand experience and engagement in a digital world Creating closer relationships with(potential)customers Analysing what customer purchasing behaviour can tell us about their willingness to engage with our brand Taking advantage of the opportunities technology will offer us Gesina Schwengers, Senior Manager Interactive MERCEDES-BENZ 12:30 Partner presentation Lead generation and sales conversion Why is lead generation and conversion still such a hot topic and source of frustration within the industry Third party vs in-house methods to improve lead management Increasing sales conversion at dealership level Choosing processes that ensure focus on higher quality leads Determining the best metrics and analytics tools to measure conversion rate Glen Demetrioff, President and Chief Executive Officer DMT Development Systems Group 13:15 Networking lunch 14:15 Strategic insight Customer centric approach in the challenging Social CRM environment Leveraging customer use of online research data to maximise opportunity Understanding how reviews and comments on social media influence the car buying decision Creating strategies that best trigger a purchasing decision through the channel the customer desires at the right time Gaining actionable insight from lifestyle demographics, shopping behaviour and brand value to drive CRM Linking analytics from customer to dealer to OEM Gemma Vila, Head of Social CRM SEAT 09:45 Case study Putting social into the DNA of your business: A social business case study from Toyota in Europe Using insight from social data to inform business decisions across Europe Using influencers and advocates to drive engagement Driving internal change and busting silos Driving performance by using aligned social KPI`s across multiple countries Daniel Haas, Senior Manager Communication Strategy TOYOTA EUROPe 10:30 Networking coffee break 11:00 Panel discussion The need for a clear vision, long term strategy and objectives How do we go back to basics? Maximising your CRM program to be business led and clearly aligned with overall business objectives Handling the complexity of the future technology and legal aspects within CRM Avoiding the risk of being solution-led without having a clear view of your CRM strategy Integrating short and long terms endeavours Panel faciltator: Tom Cregg, Vice President, Global Accounts Epsilon International Panellists: Daniel Haas, Head of Communication Strategy and Social Business TOYOTA EUROPE Armando Calvetti, Head of CRM CNH INDUSTRIAL Grant Larsen, Chief Executive Officer VOLMAX 15:00 Partner track Why the telephone is still important to customer engagement Understanding sales lead follow-up methods Avoiding the risk of contact solutions creating poor customer engagement The importance of the dealer in relation to sales lead follow-up activity Ian Perkins, Sales and Director CALLS2ACCOUNT 15:20 Networking coffee break 15:50 Workshop The age of Big Data: Understanding what technology offers us in customer engagement and where we need to invest in order to achieve the benefits Creating a compatible IT framework for the for the online, mobile, telematics, dealer, captive finance and other potential interfaces between the OEM and network Determining a clear vision and investment in infrastructure in order to reach the goal of one customer view, individualized communication and long term loyalty The ongoing debate: Defining what information can be used and how to increase customer engagement Analysing and understanding the investments required to achieve the benefits Steve Newman, Executive Vice President and General Manager isky 16:50 Closing remarks from the Chairperson 19:15 Meet in lobby of Hotel Palace for walk to networking dinner 19:30 Networking dinner at Alt-Berliner Biersalon 11:45 Case study Online and offline customer engagement How does upper premium market differ to mass in terms of CRM? To what extent is the personal touch still necessary in the CRM mix? What touch points are valued by premium buyers? Are socio demographics impacting this? What do premium buyers expect from their brand in order to remain loyal? How can we measure the success of the CRM strategy? Ralf Boettcher, Head of CRM BENTLEY MOTORS

3 ENG s Auto CRM & Excellence - Day Two: Thursday 6 November :00 Registration and welcome coffee 08:30 Opening remarks from E.N.G. 08:35 Opening remarks and partner presentation from the Chairperson trend: The growing importance and adoption of marketing automation systems Supporting case study: The introduction and use of marketing automation within General Motors International Rob Malyn, Director, International Business Development Andre van den Reek, Head of Campaign Management MMIT 09:00 Case study New developments in lead prospecting: Engaging the chat generation Millennials don t surf the web - they chat!: Learning how reach and engage them on their terms Optimising web site and mobile applications to best capture the attention of shoppers and their behaviour Evolving communications strategy to exploit the best opportunity Felipe Guija, Sales and Support Director GENERAL MOTORS 09:45 Case study Digitising the customer buying process Coping with the convergence of physical, digital and retail environments to drive showroom traffic, engagement and loyalty Maximising the benefits of virtual research prior to showroom visits Catering to traditional customers while meeting expectations of the digital focussed generation Managing the complexity of both streams Nathan Summers, Global Digital & CRM Director JAGUAR LAND ROVER 10:30 Networking coffee break 11:00 Strategic insight Loyalty: Dare to be different Defining non car partner benefits that best promote loyalty from your customers Having both global and local components to your plan: One size does not fit all Gaining true insight into customers by offering more channels to connect Event based loyalty to connect face to face Armando Calvetti, Head of CRM CNH INDUSTRIAL 11:45 Case study Experiential marketing and its relationship to long term customer retention Ensuring the dealer experience aligns with strategic goals: Beyond selling and moving towards engagement Creating the Advocate generation: How to engage the customer to stimulate and maintain positive brand advocacy Reaching Generation Y and beyond: What communication tools specifically work? Putting the fun into the ownership experience Guy Masters, Head of Customer Experience TRIUMPh MOTORCYCLES 14:15 Partner track Connected Driving: New CRM opportunities Location based services to best serve new mobility needs (e.g. smart cities) 78% of connected car owners want connectivity in next vehicle Designing new customer experiences from connectivity to autonomous driving Catherine Bourlier, Senior Manager Automotive Europe Channel Development HERE 14:35 Panel discussion CRM in a digital world Customers demand information across multiple digital channels. OEM`s need to understand when, how and where they want it. This is especially true for the younger generation. Some key discussion points will include: Consistency across channels: How can we ensure all corners of our empire stay on message and manage the complexity of so many communication channels? How can we create one to one relationships with millions of customers in such a diversified and fragmented communication framework? How can information be centralised to ensure one view? Should this always be the goal? How can social media enhance overall marketing strategy? Ensuring multi-channel touch points are integrated into the complete CRM system Panel facilitator: Thibault Hanin, Vice President, Product and Co-founder SYNTHESIO Panellists: Nathan Summers, Global Digital & CRM Director JAGUAR LAND ROVER Gesina Schwengers, Senior Manager Interactive MERCEDES-BENZ Felipe Guija, Sales & Support Director GENERAL MOTORS 15:20 Case study Streamlining customer communication through marketing automation Using a structured marketing automation strategy in order to drastically improve the flow of qualified prospect from point of contact to sales Increasing the efficiency with marketing automation to focus on sales and quality leads Reducing cost, complexity and risk of error whilst improving quality of one to one communication Sandra Cameron, Head of Digital ADAM OPEL 16:05 Closing remarks from the Chairperson & E.N.G. Close of the conference and farewell coffee 12:30 Partner presentation Pieter van Rosmalen, Global Vice President, Retail Network MSX INTERNATIONAL 13:00 Networking lunch Thank you ENG would like to thank all who have assisted with the research and preparation of this event. In particular the speakers, sponsors and promotional partners who have supported the event through direct contribution. For further information, please refer to our website www.

4 ENG s Auto CRM & Excellence summit - 5 & 6 Nov Hotel Palace, Berlin Attendees at our previous summits include Director Denmark Audi Dealer Mini Germany BMW Iberica Head of Digital and Direct Chevrolet Europe Project Manager CRM DAF Trucks Manager Communication Daimler New Business Development Manager D Ieteren CRM Coordinator D Ieteren General Manager of the Strategic and Corporate Communication Department Dogus Otomotiv Director CRM Ducati Motor Holding Testimonials Customer Experience & CRM Head Fiat Group Automobiles Digital & Social Media Manager Ford Head of Digital at Opel/Vauxhall General Motors Europe Customer Strategy Director, North Europe INCHCAPE Kulcyzk Tradex Senior Manager Strategic Planning & Brand Experience Lexus Europe General Director Mazda Motor Logistics Europe Customer Service Manager Mercedes-Benz Head of Mini Germany Senior Manager Nissan Senior Vice President Customer & Dealer Satisfaction System Piaggio Director Sales and Client Polk Germany CRM Director Pon Automotive Project Manager Customer Relations Porsche Global Aftersales CRM Manager PSA Peugeot Citroën Director Business Development LCV PSA Peugeot Citroën Raiffeisen-Leasing Russia Customer Head of Department Renault Europe Skoda Auto Head of Digital and CRM Seat Head of Global Sales Qualtiy Strategy Skoda Auto Head & New Market Development Tata Motors Toyota Belgium Luxembourg General Manager Brand Strategy and Communication Toyota Financial Consumer Interaction Management - Head of Processes and Standards Volkswagen Sales Manager Volkswagen Commercial Volkswagen General Manager, CRM & Owner Loyalty Volkswagen of America Volkswagen Financial Head of Global CRM Volvo Car Corporation Vice President Global Volvo Car Corporation Vice President Organisational Development Volvo Financial Europe VV Auto Group Head of Customer Managerment Daimler Financial Aftersales Director Kia Motors Hyundai Capital Head of CRM Steering Committee Dogus Otomotiv Senior Manager Brand & Advertising Strategy Toyota Motor Europe Thanks for organising this event. It offered numerous valuable insights and especially a great opportunity to network with experts from all over the industry. VOLKSWAGEN FINANCIAL SERVICES Great event! Very well managed. Was able to interact with many like-minded colleagues across geographies and understand common issues and ways to tackle them. Head CRM Programmes TATA MOTORS ENG acknowledges the following sponsors: Diamond Sponsor DMT is the global leader in Internet lead management with its RAPID! Response system, an innovative product that achieves a 100% dealership response rate for all incoming leads in less than 45 minutes without the use of an automated response. A unique approach for dealerships to manage and respond to leads up to 24 hours a day, RAPID! Response has set performance benchmarks that exceed all industry best practices in North America and Europe. Gold Sponsors Silver Sponsors Crystal Sponsor

5 5 & 6 November - Hotel Palace, Berlin AUTO CRM 2014 Complete Organisation Company VAT Number Address Postcode Country Tel Date City Fax Signature Conference Fee 2 Day Fee Documentation Only I agree with the Terms & Conditions This booking is invalid without a signature e VAT e *Groups of 3 or more booking on the same day will receive an additional 10% discount. To qualify for this discount, these conditions apply: All delegates to be registered on the same form(s), at the same time. Delegates must be from the same company Business Opportunities A limited amount of exhibition space is also available at the forum. Sponsorship opportunities covering luncheons, evening receptions and advertising in documentation packs are also available. For further details please contact: Pam Walter, Business Development Director [email protected] To Register : [email protected] Fax: Tel: Who Should Attend This programme has been researched extensively and convened with the cooperation of senior executives responsible for automotive CRM, marketing and sales. The executives that will gain the greatest benefit through attendance are those involved in customer relationship management, marketing and customer experience. Senior vice presidents, vice presidents, directors, managers and heads of: Customer Relationship Management Customer Insight Customer Dialogue Sales Interactive/Digital Customer Experience Dealer Relations Social Media Aftersales Hotel Accommodation Hotel Palace Berlin is one of Berlin s most renowned private business and convention hotels. Located in the centre of the city between the Memorial Church, Kurfürstendamm and the KaDeWe department store this hotel provides its guests with outstanding service of unique quality and utmost flexibility. The conference fee does not include accommodation rates. Upon receipt of your signed registration form you will receive an with information on how to secure your accommodation at the Hotel Palace. Please note that after 7 October 2014 rooms and rates will be subject to availability. Discounts are not reimbursed for previously purchased tickets. Prices include the conference documentation, lunches, refreshments, the networking dinner reception and service charge but exclude hotel accommodation. 19% VAT will be charged. Methods of Payment Please charge my credit card Card holder s name Card no. MasterCard/VISA 3 DIGIT CIC last 3 digits, back of card AMEX 4 DIGIT CIC 4 digits, front of card Expiry Date (mth/yr) Signature For other payment options please contact E.N.G. at Payment is required within 5 days. Please quote SP104 as reference. Confirmation You will receive an outlining the details two weeks before the event. For any further information please contact the Operations department at E.N.G. Terms & Conditions By completing this registration form, I/we (the delegate/s) hereby agree to the following Cancellations E.N.G. will not be able to mitigate its losses for any less than 50% of each individual delegate registration, even if cancelled within 1 day after booking. Cancellations must be received by mail, fax or three weeks before the conference. In case of cancellation thereafter the full conference fee is payable. No credit note will be issued if cancellation is received 3 weeks or less prior to an event. Delegate substitutions are welcome at any time prior to the dates of the conference. If for any reason E.N.G. decides to amend or to cancel the conference, E.N.G. is not responsible for any costs and/or damages, such as covering airfare, hotel and/or other costs incurred by delegates. In the event that E.N.G. cancels the conference, E.N.G. reserves the right to provide a credit of an equivalent amount to another conference within the same sector. E.N.G. does not bear responsibility for any conference/programme amendments and/or cancellations, such as speaker cancellation. E.N.G. also reserves the right to change the programme as it sees fit. E.N.G. does not provide refunds due to programme changes and cancellations. E.N.G. reserves the right to refuse at its discretion delegates and companies wishing to attend or register for any of its events. Data E.N.G. is allowed to pass on your delegate details to other companies who wish to communicate with you. If you do not wish to receive information from other companies, please contact us at [email protected] or