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Building a Best-in-Class Mitsubishi CRM Program July 25, 2005
Your CRM Team Mitsubishi CRM Internal Leadership, Direction and Coordination Mitsubishi CRM Internal Leadership, Direction and Coordination Agency Lead (Strategic Planning, Program Development, DM and EM Execution and Management) Harte Hanks Data Management Advertising Lead PhD Media Lead Interactive  Lead (Website and  Online Media)
Partnering with Mitsubishi Agency Overview Working with Mitsubishi SOW and Projects  (To-date and moving forward) Dedicated Staff (Note: to follow from Greg)
Current Situation
Customer Buy-cycle Phases Customer “Journey” Suspects Potential conquests – targeted customers who are not currently Mitsubishi owners or shoppers  (broadest opening of the Sales Funnel)
Customer Buy-cycle Phases Customer “Journey” Prospects “ Handraisers” – former “Suspects” who have actively indicated an interest in Mitsubishi (have moved down the Sales Funnel to Consideration) “ hot” vs. “cold” prospects
Customer Buy-cycle Phases Shoppers Visiting dealerships – to view models, test drive, negotiate and possibly purchase Customer “Journey”
Customer Buy-cycle Phases Owners: Honeymoon First 90 days after purchase – happy and proud of their purchase; enjoy every time they drive; show off their new car Customer “Journey”
Customer Buy-cycle Phases O P P O R T U N I T Y set tone for brand relationship build dealer service habits generate referrals Owners: Honeymoon Customer “Journey”
Customer Buy-cycle Phases Owners: Evolving After first 90 days up to three years “magic” wears off (car becomes transportation); notice problems; ongoing maintenance/service needs Customer “Journey”
Customer Buy-cycle Phases build customer satisfaction, loyalty, pre-disposition to re-purchase ongoing communications recognition and reward Owners: Evolving Customer “Journey” O P P O R T U N I T Y
Customer Buy-cycle Phases Owners: Mature After three years of ownership – customers may hold onto car (up to 5+ years, depending on model / socioeconomic level); possibly higher service usage; considering new car Customer “Journey”
Customer Buy-cycle Phases continue loyalty communications identify in-market timing Owners: Mature Customer “Journey” O P P O R T U N I T Y
Customer Buy-cycle Phases Customer “Journey” Owners: Renewal Up to twelve months prior to new purchase –  owners begin “looking” and anticipating; eventually considering and shopping
Customer Buy-cycle Phases preempt competitive consideration incent and reward owners make it easy to repurchase Mitsubishi Customer “Journey” Owners: Renewal O P P O R T U N I T Y
Customer Buy-cycle Phases Disposers First six months after selling Mitsubishi model Customer “Journey”
Customer Buy-cycle Phases win-back offer ongoing incentives Disposers Customer “Journey” O P P O R T U N I T Y
Customer Buy-cycle Phases Customer “Journey” Defectors Beyond six months after disposing of Mitsubishi model
Customer Buy-cycle Phases “ stay in touch” for later win-back Mitsubishi as additional HH vehicle Customer “Journey” Defectors O P P O R T U N I T Y
Customer Buy-cycle Phases BUY-CYCLE TIMING 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Owners DEALERS
Customer Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Target and Segment: Suspects, Prospects and Owners Owners
Studying Best-in-Class Automotive CRM BUY-CYCLE Owners DEALERS
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurable Objectives SUSPECTS Generate in-market  “handraisers” (Prospects) PROSPECTS Generate dealer traffic SHOPPERS Convert to sales OWNERS (HONEYMOON) Generate referrals RENEWERS Increase re-purchase rates DISPOSERS Win-back DEFECTORS Win-back OWNERS  (EVOLVING / MATURE) ,[object Object],[object Object],[object Object]
Measurable Objectives for each Buy-cycle Phase BUY-CYCLE OBJECTIVES Generate Prospects (Handraisers) Drive Dealer Traffic Purchases/ Leases Referrals Dealer service Increase predisposition to re-purchase Multlple purchases Re-Purchase Win-Back Win-Back Owners DEALERS
Setting Objectives = What Should CRM Do? BUY-CYCLE Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
Setting Objectives = What Should CRM Do? BUY-CYCLE ANSWER In general… Increase universe size for  most/all periods, in ROI-positive fashion Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
Setting Objectives = What Should CRM Do? BUY-CYCLE Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Today 1% purchase at least twice After Full CRM Implementation 2% purchase at least twice For Every 100  Prospects Going Into The Funnel
Strategies for each Buy-cycle Phase BUY-CYCLE STRATEGIES Targeted DM, Online and Advertising Qualify Handraisers Test Drive Incentives Test Drive Incentives Purchase Option and Service Packages Establish relationship “tone” Reinforce purchase decision Create service habit Encourage referrals Build brand loyalty Deliver ongoing value Reinforce service habit Create two-way dialogue Identify in-market timing Provide compelling reasons to trade-in/re-purchase Cross-sell multiple vehicles (increase “share of garage”) Pre-empt competitive shopping Stimulate early consideration Demonstrate benefits of loyalty Loyalty incentives Stay in touch over long-term Incentives to  re-purchase Owners DEALERS
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Contact Plan Communications Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Will  all  communications:
Customer Contact Plan Suspect Phase DEALERS Owners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Test ROI
Customer Contact Plan Prospect Phase DEALERS Owners Objective Drive Dealer Traffic Communication 48 hours Week 1 Week 2 Week 3 Week 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Hot Prospect Cool Prospect Qualify & Segment Follow-up Email Direct Mail E-Newsletter E-Newsletter E-Newsletter Outbound Call with test drive incentive E-Newsletter Timing
Customer Contact Plan Prospect Phase DEALERS Owners
Customer Contact Plan Shopping Phase DEALERS Owners Communication Customer Action Timing Email 24 hours Call 48 hours Letter 1 week Email 24 hours Call 48 hours Letter 1 week Follow-up Yes………….. No Visit Test Drive Yes………… No Follow-up Purchase Yes No Follow-up
Customer Contact Plan Owner/”Honeymoon” Phase DEALERS Owners Communication Timing Week Email welcome Direct Mail Welcome Kit Invite and password to “ Owner’s Only” website 1 2 3 4 E-newsletter Referral Mailing Service invitations/ coupons (good anytime next 6 months) Month 1 Month 2 Month 3
Customer Contact Plan Owner/”Evolving” Phase DEALERS Owners Communication Timing 3 months E-Newsletter 6 months Magazine 9 months Mailing Year 1 Magazine Anniversary Card 6 months Magazine 9 months Mailing Year 2 Magazine Anniversary Card 6 months Magazine 9 months Mailing Year 3  Magazine Anniversary Card 3 months  E-Newsletter 3 months E-Newsletter Owners-only Website
Customer Contact Plan Owner/”Mature” Phase DEALERS Owners Communication Timing 6 Months Magazine Year 4 Magazine Anniversary Card 9 Months Mailing 6 Months Magazine 9 Months Mailing 3 Months E-Newsletter 3 Months E-Newsletter Year 5 Magazine Anniversary Card Owners-only Website
Customer Contact Plan Owner/”Evolving” and “Mature” Phases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Owner Loyalty Communications
Customer Contact Plan Owner/”Evolving” and “Mature” Phases ,[object Object],Owner Loyalty Communications (Cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Contact Plan Owner/”Evolving” and “Mature” Phases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Owner Loyalty Communications (Cont.)
Customer Contact Plan Owner/Renewal Phase DEALERS Owners Communication Timing 10½ months Email 9 months Mailing 8½ months Email 5 months Email 4 months Mailing 3 Months Mailing 1 month Email 0 months 12 months Mailing 6 months  Mailing 2 months Mailing Owners-only Website
Customer Contact Plan Disposer Phase ,[object Object],[object Object],[object Object],[object Object],[object Object],DEALERS Owners Communication Timing Month 1 Month 2 Month 3 E-mail with purchase incentive Direct Mail with purchase incentive Outbound call with purchase incentive Month 4 Month 5 Month 6 E-mail with purchase incentive Direct Mail with purchase incentive Outbound call with purchase incentive
Customer Contact Plan Defector Phase DEALERS Owners Communication Timing Month 3 Month 6 Month 9 Month 12 E-mail/ E-Newsletter DM E-mail/ E-Newsletter DM
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Contact Plan Event-triggered Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Overlay Flexible “Event-Triggered” Communications
Customer Contact Plan Event-triggered (Cont.) Overlay Event-Triggered Communications BUY-CYCLE MITSUBISHI CUSTOMER DEALER / MARKETPLACE
Customer Contact Plan Channel Integration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Integrate All Marketing Communications
Customer Contact Plan Channel Integration (Cont.) Integrate All Marketing Communications BUY-CYCLE Influences CRM Content / Messaging / Timing EVENTS & PR INTERACTIVE MEDIA PLAN EMAIL / SALES BLASTS
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurement and Reporting CRM II and e.piphany make it possible
Measurement Reporting, Analytics and Decision Support Measure and analyze #’s, percent and ROI for following: Lead Generation (“Hand Raisers”) Dealer Visits Sales Conversion Predisposition to repeat purchase Repurchase Win-Back Win-Back
You are logged in as: CMarshall CRM II Buy Cycle Dashboard CRM II Buy Cycle Dashboard Click on a buy cycle phase to drill-down Year-to-date stats as of: 9/15/05 eLeads 2432 7% Hand-Raisers 469 2% Conversion Rate 469 2%
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mitsubishi CRM Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Call Center CRM Integration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Action Plan
Dealer Engagement ,[object Object],[object Object],[object Object],[object Object]
The End-Game Build 3-Way Relationship CRM Program Customers Dealers Mitsubishi With CRM Program as “engine” Communication Communication Communication
Mitsubishi CRM Plan Next Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Timing
Other Opportunities We See ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mitsubishi CRM Program Thank You

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Mitsubishi

  • 1. Building a Best-in-Class Mitsubishi CRM Program July 25, 2005
  • 2. Your CRM Team Mitsubishi CRM Internal Leadership, Direction and Coordination Mitsubishi CRM Internal Leadership, Direction and Coordination Agency Lead (Strategic Planning, Program Development, DM and EM Execution and Management) Harte Hanks Data Management Advertising Lead PhD Media Lead Interactive Lead (Website and Online Media)
  • 3. Partnering with Mitsubishi Agency Overview Working with Mitsubishi SOW and Projects (To-date and moving forward) Dedicated Staff (Note: to follow from Greg)
  • 5. Customer Buy-cycle Phases Customer “Journey” Suspects Potential conquests – targeted customers who are not currently Mitsubishi owners or shoppers (broadest opening of the Sales Funnel)
  • 6. Customer Buy-cycle Phases Customer “Journey” Prospects “ Handraisers” – former “Suspects” who have actively indicated an interest in Mitsubishi (have moved down the Sales Funnel to Consideration) “ hot” vs. “cold” prospects
  • 7. Customer Buy-cycle Phases Shoppers Visiting dealerships – to view models, test drive, negotiate and possibly purchase Customer “Journey”
  • 8. Customer Buy-cycle Phases Owners: Honeymoon First 90 days after purchase – happy and proud of their purchase; enjoy every time they drive; show off their new car Customer “Journey”
  • 9. Customer Buy-cycle Phases O P P O R T U N I T Y set tone for brand relationship build dealer service habits generate referrals Owners: Honeymoon Customer “Journey”
  • 10. Customer Buy-cycle Phases Owners: Evolving After first 90 days up to three years “magic” wears off (car becomes transportation); notice problems; ongoing maintenance/service needs Customer “Journey”
  • 11. Customer Buy-cycle Phases build customer satisfaction, loyalty, pre-disposition to re-purchase ongoing communications recognition and reward Owners: Evolving Customer “Journey” O P P O R T U N I T Y
  • 12. Customer Buy-cycle Phases Owners: Mature After three years of ownership – customers may hold onto car (up to 5+ years, depending on model / socioeconomic level); possibly higher service usage; considering new car Customer “Journey”
  • 13. Customer Buy-cycle Phases continue loyalty communications identify in-market timing Owners: Mature Customer “Journey” O P P O R T U N I T Y
  • 14. Customer Buy-cycle Phases Customer “Journey” Owners: Renewal Up to twelve months prior to new purchase – owners begin “looking” and anticipating; eventually considering and shopping
  • 15. Customer Buy-cycle Phases preempt competitive consideration incent and reward owners make it easy to repurchase Mitsubishi Customer “Journey” Owners: Renewal O P P O R T U N I T Y
  • 16. Customer Buy-cycle Phases Disposers First six months after selling Mitsubishi model Customer “Journey”
  • 17. Customer Buy-cycle Phases win-back offer ongoing incentives Disposers Customer “Journey” O P P O R T U N I T Y
  • 18. Customer Buy-cycle Phases Customer “Journey” Defectors Beyond six months after disposing of Mitsubishi model
  • 19. Customer Buy-cycle Phases “ stay in touch” for later win-back Mitsubishi as additional HH vehicle Customer “Journey” Defectors O P P O R T U N I T Y
  • 20. Customer Buy-cycle Phases BUY-CYCLE TIMING 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Owners DEALERS
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  • 22. Studying Best-in-Class Automotive CRM BUY-CYCLE Owners DEALERS
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  • 26. Measurable Objectives for each Buy-cycle Phase BUY-CYCLE OBJECTIVES Generate Prospects (Handraisers) Drive Dealer Traffic Purchases/ Leases Referrals Dealer service Increase predisposition to re-purchase Multlple purchases Re-Purchase Win-Back Win-Back Owners DEALERS
  • 27. Setting Objectives = What Should CRM Do? BUY-CYCLE Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
  • 28. Setting Objectives = What Should CRM Do? BUY-CYCLE ANSWER In general… Increase universe size for most/all periods, in ROI-positive fashion Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
  • 29. Setting Objectives = What Should CRM Do? BUY-CYCLE Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Today 1% purchase at least twice After Full CRM Implementation 2% purchase at least twice For Every 100 Prospects Going Into The Funnel
  • 30. Strategies for each Buy-cycle Phase BUY-CYCLE STRATEGIES Targeted DM, Online and Advertising Qualify Handraisers Test Drive Incentives Test Drive Incentives Purchase Option and Service Packages Establish relationship “tone” Reinforce purchase decision Create service habit Encourage referrals Build brand loyalty Deliver ongoing value Reinforce service habit Create two-way dialogue Identify in-market timing Provide compelling reasons to trade-in/re-purchase Cross-sell multiple vehicles (increase “share of garage”) Pre-empt competitive shopping Stimulate early consideration Demonstrate benefits of loyalty Loyalty incentives Stay in touch over long-term Incentives to re-purchase Owners DEALERS
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  • 36. Customer Contact Plan Prospect Phase DEALERS Owners
  • 37. Customer Contact Plan Shopping Phase DEALERS Owners Communication Customer Action Timing Email 24 hours Call 48 hours Letter 1 week Email 24 hours Call 48 hours Letter 1 week Follow-up Yes………….. No Visit Test Drive Yes………… No Follow-up Purchase Yes No Follow-up
  • 38. Customer Contact Plan Owner/”Honeymoon” Phase DEALERS Owners Communication Timing Week Email welcome Direct Mail Welcome Kit Invite and password to “ Owner’s Only” website 1 2 3 4 E-newsletter Referral Mailing Service invitations/ coupons (good anytime next 6 months) Month 1 Month 2 Month 3
  • 39. Customer Contact Plan Owner/”Evolving” Phase DEALERS Owners Communication Timing 3 months E-Newsletter 6 months Magazine 9 months Mailing Year 1 Magazine Anniversary Card 6 months Magazine 9 months Mailing Year 2 Magazine Anniversary Card 6 months Magazine 9 months Mailing Year 3 Magazine Anniversary Card 3 months E-Newsletter 3 months E-Newsletter Owners-only Website
  • 40. Customer Contact Plan Owner/”Mature” Phase DEALERS Owners Communication Timing 6 Months Magazine Year 4 Magazine Anniversary Card 9 Months Mailing 6 Months Magazine 9 Months Mailing 3 Months E-Newsletter 3 Months E-Newsletter Year 5 Magazine Anniversary Card Owners-only Website
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  • 44. Customer Contact Plan Owner/Renewal Phase DEALERS Owners Communication Timing 10½ months Email 9 months Mailing 8½ months Email 5 months Email 4 months Mailing 3 Months Mailing 1 month Email 0 months 12 months Mailing 6 months Mailing 2 months Mailing Owners-only Website
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  • 46. Customer Contact Plan Defector Phase DEALERS Owners Communication Timing Month 3 Month 6 Month 9 Month 12 E-mail/ E-Newsletter DM E-mail/ E-Newsletter DM
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  • 50. Customer Contact Plan Event-triggered (Cont.) Overlay Event-Triggered Communications BUY-CYCLE MITSUBISHI CUSTOMER DEALER / MARKETPLACE
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  • 52. Customer Contact Plan Channel Integration (Cont.) Integrate All Marketing Communications BUY-CYCLE Influences CRM Content / Messaging / Timing EVENTS & PR INTERACTIVE MEDIA PLAN EMAIL / SALES BLASTS
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  • 55. Measurement and Reporting CRM II and e.piphany make it possible
  • 56. Measurement Reporting, Analytics and Decision Support Measure and analyze #’s, percent and ROI for following: Lead Generation (“Hand Raisers”) Dealer Visits Sales Conversion Predisposition to repeat purchase Repurchase Win-Back Win-Back
  • 57. You are logged in as: CMarshall CRM II Buy Cycle Dashboard CRM II Buy Cycle Dashboard Click on a buy cycle phase to drill-down Year-to-date stats as of: 9/15/05 eLeads 2432 7% Hand-Raisers 469 2% Conversion Rate 469 2%
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  • 62. The End-Game Build 3-Way Relationship CRM Program Customers Dealers Mitsubishi With CRM Program as “engine” Communication Communication Communication
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