How to Troubleshoot Apps for the Modern Connected Worker
Inspire 2013 - Ford Motor Company
1. Listening to Customers
through their Data
David Laberge
Manager, Representation Planning
Ford Motor Company
@Ford
Business Leadership track
March 6, 2013
3:15 – 4:00 pm
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2. Ford Motor Company
Who is Ford in the United States?
• 21 Vehicle Models across 2 Divisions
• 3,133 Ford Dealers
• 932 Lincoln Dealers
• 2012 Ford and Lincoln Sales = 2.2 million
• 2012 Service Repair Orders = 14.7 million
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3. Ford Motor Company
Who is Representation Planning?
• 4 Senior Planners
Automotive Sales and Marketing Professionals
15-25 Years Experience
• 4 Planners
Automotive MIS Professionals
5-25 Years Experience
• Responsibilities include:
Network Planning
Performance Measurement
Conveying business and customer data into
value-added business knowledge
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4. Dealer Locality Assignment
• U.S. Government’s 72,739 Census Tracts
• Dealer Location to the Census Tract
Proximity
Accessibility
• Localities used in Network Planning, Dealer
Performance Measurements, Marketing
Efforts, and Internet Leads
• Alteryx module completed in 2.5 hours when
updating all Dealers with 2010 Census Tract
changes
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5. Listening to our Service Customers
“Back Story”
• 14.7 Million Service Repair Orders
in each year 2010-2012 containing
Customer Address
Type of Service
Amount Paid
Vehicle Identification Number
Selling Dealer
Servicing Dealer
Date and Time
• Alteryx module completed in 18
seconds for one Dealer
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6. Listening to our Service Customers
“Value-Added Business Knowledge”
• Saturday Service Analysis where
Customers living in a Dealer
locality (no Saturday service
hours) were getting vehicle
service done at other Ford or
Lincoln Dealers that were open on
Saturday for service
• Business decision capability
enhanced using factual data
• Alteryx module completed in 23
seconds for one Dealer
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7. Listening to our Dealers
“Back Story”
• New Vehicle Delivery Process – Auto
companies compensate dealers to
prep a new vehicle before delivery
to the customer
3133 Ford – 932 Lincoln Dealers
2.2 million Ford and Lincoln
vehicles sold in US (2012)
• A defined allotment of time is
designated for the entire prep
procedure
• One requirement is a test-drive at
speeds reaching 45 MPH
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8. Listening to our Dealers
“Value-Added Business Knowledge”
• Dealer Council: “Are we allowing enough
time for test drive portion?” Suggested
additional 12 minutes per delivery
• Alteryx was used to quickly cross-reference
road speeds against dealer locations to
determine the proximity of adequate roads
for the “test drive” portion of the prep
procedure
• 99% of Dealerships could accomplish in 6
mins, 100% within 12 mins
• Cost Avoidance over $30million/yr
Average labor rate of $75/hr
2.2 million vehicles sold in US
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9. Listening to our Technicians
“Back Story”
• Highly Trained Dealership
Technician Network
3133 Ford – 932 Lincoln Dealers
Over 30,000 highly trained
technicians perform
maintenance, body repair and
service
35 Training Centers in the US
• Technicians need continuous
training and certifications
• In 2009, Ford begin a process to
right-size our training school
network
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10. Listening to our Technicians
“Value-Added Business Knowledge”
• Goal: Reduce training locations and
vehicle fleets; maintain convenience
and accessibility for technicians
• 30,000 Tech Home Addresses analyzed
against Training School Locations
• Alteryx performed analysis in 8 minutes
Tech Driving Distance Before After
Less Than 2 hrs 60.3% 57.7%
Less Than 4 hrs 88.7% 88.6%
• Overall Results:
45 locations optimized to 35
40% reduction in vehicle fleet
Over $4million in annual savings
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11. Listening to our Sales Customers
“Back Story”
• New Vehicle Launch Analysis: Where are the
opportunity markets for a new vehicle, and
where are vehicles being sold by our
competitors?
14.5 Million total vehicles sold in 2012
across 30+ brands
1.7 Million vehicles sold in the luxury
segments in 2012
88% of luxury sales are located in the top
metropolitan areas
Source: Automotive News
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12. Listening to our Sales Customers
“Value-Added Business Knowledge”
• New Vehicle Launch Analysis: Match
Lincoln MKZ target areas to
opportunities that comprise 1/3 of the
luxury market
Potential customers are buyers of the
competitive vehicles set
Are Lincoln and the Dealer
represented well in the target areas?
Alteryx module completed in 20
minutes for all Lincoln Dealers in the
top metropolitan areas
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