International Automotive Systems 1. Customer Relationships Management - CRM

Transcription

1 Researched, compiled and published by Woods & Seaton Contents List and Overview International Automotive Systems 1. Customer Relationships Management - CRM May 2009 and 2. July 2009 Note These Analyses have been updated regularly via other Analyses and our Briefings and Reviews ESTABLISHED 1973

2 page 2 International Automotive Systems Customer Relationships Management - CRM May 2009 Overview 1. Coverage This Analysis concentrates on the sometimes dramatic progress in recent years in the use of IT to support CRM in automotive retailing, and the current situations of the participants. It covers... The North American and European markets, plus some wider views. Users of IT, primarily the Dealers and Groups, but also the OEMs and finance sources which are often their Partners in sharing customers and prospects. How the variety of uses and complexity of IT have increased. The providers of IT systems and services... DSPs - what they offer and how they operate. 2. Related Analyses References are made to two other recent Analyses... Service International Service Systems January 2008 International - Selling Vehicles and F&I November 2008 Sales CRM functions are included in many of the systems and services reviewed in these and some of our other Analyses... For example, a Sales Workstation usually includes at least some contact management functions, and a Service Inspections system has a direct impact on customer relationships and satisfaction. We have concentrated here on systems and services which are primarily intended to support CRM. 3. Users of CRM in automotive CRM is an integral part of automotive retailing, practised with varying degrees of skill and success by... Dealers Dealer Groups - which have multi-brand and multi-location complications to manage OEMs - primarily the vehicle manufacturers, but including vehicle importers Finance sources - both OEM captives and the independents. Implementation of CRM can be complicated by the shared interest of the Dealer, the OEM and a finance source in the same customer. 4. Contents of this Analysis The following 7 pages list the headings covered. Names of individual system providers (DSPs) in Sections 5, 6, 7 and 8 have not been shown. However, anyone who is interested in receiving the Analysis, and wishes to know which DSPs are included, is welcome to call Mike Seaton or Jo Whittingham on (0) We are pleased that responses from Subscribers who have already received the Analysis are positive, including some who want additional copies. Pricing details are provided after the Contents pages. We also have a new, related Analysis... see details on the next page...

3 page 3 A fast-growing market In the past 2 or 3 years, several organisations have presented themselves as Specialist Providers of services for Dealers and their OEMs, including... Advanced Web sites Search Engine Optimisation (SEO) Search Engine Management (SEM), with pay-per-click advertising. Outsourced services for managing Dealers advertising budgets. These Specialists come from a variety of backgounds, including... Web site providers Dealer system providers Marketing and Advertising Agencies. Not only in North America... Not surprisingly, the highest profile activities have been in the USA. More surprisingly, as our research has progressed, it has become clear that Europeans are also active, and in tune with their local markets. Our new Analysis covers... International Automotive Systems July 2009 Overview The functions of DM and the variety of participants. The North American and European markets, plus some wider views. Users of DM, primarily the Dealers and Groups, but also the OEMs which are often their Partners in sharing customers and prospects. The providers of DM systems and services - the DSPs - what they offer and how they operate. Note: A wide range of DSPs is covered, but there are others which we do not yet know who are out there in the markets. We plan to include them in later editions when we find them. Our first edition of was sent to all of our regular Subscribers in July. The Analysis is also offered to those who are not regular Subscribers. For those who purchase Customer Relationships Management - CRM, the Analysis can be purchased for an addtional 50%. It is available separately at the same price as the CRM Analysis.

4 page 4 International Automotive Systems Customer Relationships Management - CRM May 2009 Contents 1 Preface 1 People and Processes come before IT 2 1. Introduction and overview Coverage Related Analyses... Service and Sales Users of CRM in automotive Co-operation can be beneficial, but depends on trust Some evolution, some revolution Two significant changes 4 Figure 1.1. Overview of CRM in Automotive Retailing - Cars and Light Trucks 5 Figure 1.2. CRM Systems at the Dealer Level - Cars and Light Trucks Dealers and Groups can have different systems and processes Areas of little change Where does CRM start and finish? Customer Lifecycle Management IT systems and services Categories of user 7 ➀ Dealers and Dealer Groups 7 Figure 1.3. The customer lifecycle which everyone wants to manage via CLM 8 ➁ OEMs, including Importers 9 ➂ Finance sources Range of functions Categories of IT systems and services Delivery of systems and services Implementing CRM 8 Figure 1.4. CRM Functions and IT Systems & Services Categories Importance of continuity and discipline Part of the culture Measuring results Tangible changes in performance CSI Surveys Use by OEMs Use by Dealers Comment on CSI surveys The personal touch Status of CRM in automotive retailing International variations IT systems and services Use of CRM by Dealers and Groups OEMs - Dealer-related CRM Lead management Vehicle sales Service sales CSI enhancement Comment on OEMs in CRM 15

5 page 5 Customer Relationships Management - CRM Contents What about the customer? Consumers v businesses v fleets International variations Data privacy regulations CRM and Commercial vehicles Vehicle inspection and testing Specific IT requirements Comment on heavy truck CRM The following Sections OEMs in CRM Sales and Service not the same A frequent cause of frustration Some excuses 18 Figure 2.1. OEM involvement in Sales-related CRM - Cars and Light Trucks OEM involvement in CRM for Vehicle Sales The starting point GM s Ford s Digital Advertising (FDAP) Advertising Agencies European developments Comment on Collating, cleansing, enhancing leads Lead delivery IT for CRM at Dealer level Changes in the technology Different approaches to the IT The role of ERP software providers OEMs - IT for Dealer CRM - USA Chrysler Ford GM 25 Figure 2.2. GM s CRM Systems Structure Honda Mercedes-Benz Nissan - Infiniti Other OEMs Comment on OEMs in the USA OEMs - IT for Dealer CRM - Canada Mercedes-Benz - Canada (MBC) 31 Figure 2.3. Mercedes-Benz Canada - Integrated Systems Structure including CRM 32 Key to Figure Toyota-Lexus - Canada (TCI) 33 Figure 2.4. Toyota-Lexus - Canada - Integrated Systems Structure including CRM Comment on Canada OEMs - IT for Dealer CRM - Europe pan-european progress Early starters CRM in smaller countries 37

6 page 6 Customer Relationships Management - CRM Contents 3 Figure 2.5. VHUTV Volvo Renault systems structure - in outline Volvo in Sweden & Norway Current direction of developments OEM approaches to IT for CRM Approaches to SWS development Examples of OEM strategies BMW Fiat Auto - Fiat-Alfa Romeo-Lancia` GM - Opel and Vauxhall Mercedes-Benz PSA - Citroën-Peugeot Renault Toyota-Lexus VW-Audi 46 Figure 2.6. VW-Audi (UK) Lead distribution & management Activity increasing Infiniti in Europe 48 Figure 2.7. Infiniti - Europe - SWS and CRM Sales and CRM functions An open opportunity OEM involvement in CRM for Service On-line Service appointments Automated Service Marketing systems Service call centres Comment on OEMs in Service CRM CRM in the heavy truck sector An open opportunity Dealers and Groups - strategies for CRM The sandwich effect The ideal approach The ideal still coming Multiple choice continues Multiple situations Two basic assumptions Definitions Dealer strategies - five levels Level 1 of implementation... Basic Level 2 of implementation Level 3 of implementation Level 4 of implementation Level 5 of implementation Activity flow at level Data cleansing and enhancement Call Management Systems Comment on Dealer CRM 57 Figure 3.1. Dealer CRM - Activity flow - Level Group strategies Centralised or not? Multi-location, multi-brand systems 59

7 page 7 Customer Relationships Management - CRM Contents DMS Special developments - leads & Contacts AutoNation in the USA Pendragon in the UK Sytner in the UK AutoNation s wider IT developments Overview New approaches to selling vehicles 61 Figure 3.2. Potential new on-line sales process CoinData DocuPad + DocuPen DocuPad in AutoNation s processes How this relates to CRM Sales process or CRM? Providers of IT systems and services for CRM Multi-national v national operation DMS providers versus Specialists Open interconnection - differences The one-stop-shop objective How do Specialists survive? Simple logic A related area DSP Tables 66 Categories of CRM-related systems and services North American Dealer System providers - DMS and Specialists European Dealer System providers - DMS European Dealer System providers - Specialists International Dealer System providers - based outside North America & Europe ERP Software providers with Dealer Systems Multi-national - DMS Providers with CRM modules and services ADP and Reynolds and Reynolds Similar but different ADP Dealer Services North America Outside North America Comment on ADP in CRM Reynolds and Reynolds North America Outside North America Comment on R&R in CRM Multi-national DMS providers based in Europe ASC and F+L Audev Holdings BV Datafirst Ebbon-Dacs Freicon Incadea + EDS-MmS 82 Figure 5.1. An indication of Incadea and EDS-MmS Country coverage and Partners Infonizer Irium Group 84

8 page 8 Customer Relationships Management - CRM Contents Porsche Informatik (POI) Quiter Sage Automobile T-Systems - Dealer Systems Vector Volvo IT Micrauto- France and Africa Multi-national DMS providers based outside North America & Europe Auto-IT Autologica Auto-Mate Pentana Solutions ERP software providers with multi-national presence Microsoft Oracle Sage SAP Comment on ERP v Specialist DSP Multi-national Specialist DSPs DealerSocket EurotaxGlass s Higher Gear Group MSXi Others with international activities National DMS providers North America - Canada and the USA DealerTrack AutoSoft International (ASI) Adam Systems Auto/Mate ACS DealerBuilt DPC Systems Dubuque Data Services Karmak PBS Systems Quorum Other DMS providers National DMS providers - Europe National DMS providers - BeNeLux D Ieteren 2. Evolutive Systems 3. Helios-IT 4. Pon 5. VCD National DMS providers - Denmark Datamann National DMS providers - Finland Solteq

9 page 9 Customer Relationships Management - CRM Contents National DMS providers - France Everlog + Select UP 2. Fiducial 3. Micrauto 4. Servisoft National DMS providers - Germany Abis-REICOM 2. AMS 3. Betzemeier 4. DCM 5. Hafu 6. Locosoft 7. Procar Informatik 8. Wegos 9. Weiss Blau 10. ZLS National DMS providers - Italy AEC 2. Autentys 3. D.E.C 4. Esseitalia 5. Global 6. Visual Software National DMS providers - Spain CCS Agresso 2. Serinfer National DMS providers - Sweden FordonsData National DMS providers - the UK Autoview 2. Gemini 3. Pinewood Other countries - comment National Specialist system providers North America - Canada and the USA Advent Resources Aspen Autobase Autojockey AutoRevenue AVV CIMA Cobalt David Lewis Associates Dealer.com Dealermade e-leads CRM IFMG Izmocars 105

10 page 10 Customer Relationships Management - CRM Contents MarketScan One-Eighty Corp Promax On Line ProResponse TimeHighway Voisys Xtime Comment on North American Specialist DSPs European National Specialist DSPs Austria fmade France Select Up Germany BW Solutions Carano Automotive SEG Italy Infocar - Quattroruote MC Network SEAP Netherlands RPMcar - Paradigit The UK Complete Auto Systems (CAS) Contact Advantage egoodmanners (egm) Eight Technology Fastrack Software Loyalty Logistix Martec Progress DMS (PDMS) q-bit Real Time Communications (RTC) Comment on European Specialist DSPs Other relevant Specialists including data providers Call Management/Tracking (CT) Data Privacy and CRM A critical factor in CRM, internationally Data privacy Laws in Europe Concern about national variations Principles of protection of individuals Definition of personal data Comment 114

11 page 11 International Automotive Systems July 2009 Contents 1 Preface 1 1. Definition A fast-growing market 1 3. Not only in North America More than one approach Traditional advertising channels are part of it Introduction and overview Coverage Related Analyses A Definition of DM Users of DM in automotive Providers of DM systems and services Specialist DSPs (Dealer/Digital System Providers) DMS providers which have become DM DSPs 4 Figure 1.1. DM participants and their relationships in Automotive Retailing Marketing and Advertising Agencies Major Corporations in automotive DM The DM providers covered 7 North America 7 Europe 7 2. DM functions in more detail Broad principles... the basics Unlimited reach Everyone is doing it Internet Search Engines Search Engine revenues Search Engine Optimisation - SEO Search Engine Management - SEM The wider view of DM Web site structure and content Multi-channel - mobile phones Multi-channel - contacts Advertising channel analysis A dynamic environment Traditional media are not dead Search Engines are gaining Supporting services 12

12 page 12 Contents DM for Service, Parts, Accessories Conclusions DM in North America A very competitive market The larger DSPs The basis of selection The many other Specialist DSPs OEM involvement in DM Dealer and Group use of DM ADP Dealer Services The organisation DM Products and Services - overview Strategy 16 Figure 1. ADP - North American Systems & Service Structure - in outline Position compared with R&R DM Products and Services Customers Ford s Digital Advertising (FDAP) Comment on ADP s DM strategy Cobalt Group The organisation Cobalt s view of the DM market Products and Services 22 Figure 1. Cobalt Group - DM Systems & Service Structure - in outline Cobalt s DM contract with GM A major project 25 Figure 2. Cobalt s own diagram of its position in the business Cobalt and Agencies Comment on Cobalt Dealer.com The organisation Approach to the market DM Products and Services - overview 28 Figure 1. Dealer.com - DM Systems & Service Structure - in outline Customers Overview Chrysler Canada Chrysler USA Comment on Dealer.com Two questions for the future 31

13 page 13 Contents Dominion Enterprises - Dealer Solutions Division The organisation The acquisitions The new strategy 33 Figure 1. Dominion Dealer Solutions Division - Specialist DSPs DE s Specialist DSPs in more detail Marketing and CRM Autobase AVV Coastal Publications Mailmark and Web sites Dealerskins XIGroup Supporting Services Cross-Sell DataOne Software The Data Cube Dealer Specialties and GetAuto.com InterActive Financial Marketing Group IFMG SelectQu Comment on Dominion Dealer Solutions Izmocars - subsidary of Logix Microsystems, India The organisation DM Products and services - overview Range of customers IzmoStudio AOA - AddOnAuto Comment on Izmocars Reynolds and Reynolds The organisation - position in the market On-line history DM Products and Services - overview Strategy Range of DM functions Differences between ERA and POWER Harmonising ERA and POWER Position compared with ADP 43 Figure 1. Reynolds and Reynolds - Managed Marketing Solutions - MMS 43

14 page 14 Contents DM Products and Services Reynolds Web Solutions 44 Figure 2. Reynolds and Reynolds - Systems structure in outline Related DM systems and services Related CRM and Marketing functions Customers Comment on R&R more North American DM Specialist DSPs Other DMS providers Do they need to offer DM products? DealerTrack offers co-operation Data supply Comment on smaller DMS providers Comment on the 19 DSPs which follow Ai-Dealer The organisation The product Preferred Partners Related products 51 Figure 1. Ai-Dealer s Sales Process in a Dealer Web site Customers Comment on Ai-Dealer AutoJini - Canada and the USA The organisation Product-line Comment on AutoJini Dealer eprocess The organisation Product-line Comment DealerFire.com The organisation Product-line Comment DealerHD.com The organisation Product-line Comment DealerMade.com The organisation Product-line 57

15 page 15 Contents 5 3. Comment DealerOn The organisation Product-line Comment DealerTrend.com The organisation Product-line Comment ebizautos.com The organisation Product-line Comment edealer.ca - Canada The organisation Product-line Comment edealerdesign.com The organisation Product-line Comment Evolio.ca - Canada The organisation Product-line Comment extéres The organisation Product-line Comment Generation Auto - AutoDealersPoint AutoDealersPoint GetSetAuto eselling Tools VIN Converter Comment HigherTurnover.com The organisation Product-line Comment MyDealerBroadcast.com The organisation and its product-line 67

16 page 16 Contents 6 2. Comment Performics The organisation and its services Involvement in Automotive Comment TKCarsites.com The organisation Product-line Comment VinSolutions The organisation Product-line Comment Many more Autofusion MotorWebs YourCarLot.com Small can be attractive DM in Europe Multi-national DSPs Potential entrants from America European multi-nationals Corporations involved in the UK The Specialists Comment autodealerkit.com (UK) The Organisation Products and prices Comment autotorq.com and Global Beach (UK) The organisation The products - overview Customers Bentley Citroën Ford Jaguar Land Rover Vauxhall (the UK company of GM Europe) 74 Figure 1. autotorq.com Product structure Products & services in more detail 76

17 page 17 Contents Web sites Lead Manager Search Engine Optimisation (SEO) Search Engine Management (SEM) Marketing - ecrm Related services Comment on Global Beach and autotorq Bluesky Interactive (UK) The organisation Market positioning Bluesky MB Advertising & Marketing Bluesky Products - overview Web sites SEO and SEM Additional services Customers Comment on Bluesky and MB G-Forces Web Management (UK) The organisation Market positioning Products - overview Web sites Additional services 81 Figure 1. G-Forces Product structure Customers Comment on G-Forces Manheim Retail Services (UK) 84 Figure 1. The Manheim organisation within Cox Enterprises (in outline) Manheim Retail Services (MRS) - strategy Generating leads - Portfolio Managing leads - e-goodmanners (egm) Retaining customers - Real-time Comms Carmony.com - on-line sales channel 85 Figure 2. Manheim Retail Services - Used vehicle systems and services Co-operations within MRS Marketing strategy Progress to-date DMS integration Individual reviews Portfolio - part of Manheim Retail Services (UK) 88

18 page 18 Contents 8 Figure 3. Portfolio s systems and services Customers Systems and Services in more detail Used vehicle locators Dealer Group Web sites SEO and SEM Data collection and enhancement On-site photography service ebusiness Centre (ebc) Showroom sales support materials Stock broadcasting Telephone lead tracking Digital signage allapprovedcars.co.uk Portfolio within Manheim Manheim and Modix in Germany e-goodmanners (egm) - part of Manheim Retail Services (UK) Customers Motorcycle Customers outside the UK Systems and Services in more detail The showroom system 94 Figure 4. e-goodmanners Systems Telephony module Finance source links Sales manager functions OEM functions Other functions and facilities Comment on egm Real Time Communications (RTC) - part of Manheim Retail Services (UK) RTC s proposition Customers Systems and Services in more detail Call Centre management 97 Figure 5. Real Time Communications - System layout in outline Call centre operation Workshop Control Vehicle Health Check PDA Card reader DMS Interface Reports & Analyses 100

19 page 19 Contents Other integrations Comment on RTC Motors.co.uk - Associated Northcliffe (UK) 101 Figure 1. Motors.co.uk within the Daily Mail & General Trust plc (in outline) Product range 102 Figure 2. Motors.co.uk - systems and services Motors.co.uk organisation Strategy More details of products Search engine activities Videos and photos Lead tracking VoiceSafe CloseIt systems Comment on Motors.co.uk MotorTrak (UK) The organisation Approach to the market Range of products and services Customers 108 Figure 1. Overview of MotorTrak Product structure OEMs - Global contracts OEMs - individual countries Dealer Groups Individual Dealers Comment on MotorTrak Progress DMS (UK) The organisation Products and services Comment Trader Media Group including 2nd Byte (UK) 112 Figure 1. Trader Media Group including 2nd Byte (in outline) Operational structure Advertising Publications - print and on-line Dealer Web sites Specialist Services - 2nd Byte nd Byte in more detail OEM Used Vehicle Locators (UVL) Dealer Web sites Photographic and data services 114 Figure 2. Trader Media Group including 2nd Byte - Web systems structure 114

20 page 20 Contents Used Vehicle Management System Printed Sales Materials Call Tracking Dealer Group Web sites emarketing AutoLink - Dealer-to-Dealer locator Disposal of Auction vehicles with BCA Comment on TMG and 2nd Byte st Century Internet (UK) The organisation Products and services Comment There are more... (UK) DATAFIRST (France) The organisation 119 Figure 1. DATAFIRST s map showing its International coverage 119 Figure 2. DATAFIRST - Systems & Service Structure - in outline DM Products and Services - overview Comment Sage Automobile (France) The organisation DM Products and Services - overview 122 Figure 1. Sage Automobile Division - Systems & Service Structure - in outline Comment There are more... (France) Italy (Preliminary) IBI - Internet Business Innovations The organisation products and services Comment SEAP SmileNet The organisation products and services Comment Germany (Preliminary) BWSolution The organisation Products and services Comment 127