Background

• Due to inconsistent communication in and across markets consumers perceive scattered pictures of the OEM’s brand
• Loyalty rates are relatively low compared to other OEMs and are further decreasing
• The Ability to cross- and up-sell products is limited
• A historically grown, de-central and heterogeneous CRM process and system landscape results in high costs
• Capgemini was asked to review the CRM status quo, analyse business needs, develop a strategic CRM framework and design and deploy a CRM transformation program for mature markets

Solution

• Review of existing CRM processes, systems and organizational structures
• Analysis of business needs and development of a comprehensive CRM to-be process framework
• Implementation of harmonized CRM processes and central CRM system based on Siebel eAutomotive V8 and Oracle BI V10 covering
• State-of-the art campaign management including advanced segmentation capabilities
• Intelligent, conversion-centered lead management
• Comprehensive analytics to understand the consumer and measure campaign efficiency
• Development of a hybrid retail integration approach including a dedicated lead management and campaign review web-based solution and dealer system interfaces

Benefit/Results

• Increased conversion of centrally generated leads into sales through streamlined process with seamless dealer integration
• Ability to see one footprint of the consumer through integrated systems
• Converged and harmonized CRM processes allowing to identify and leverage best practices markets and brands
• Substitution of local systems with a central CRM solution
• Realization of efficiencies in CRM processes leads to direct cost reduction with external suppliers