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1、BuildingBrandLoyaltybyImprovingtheCustomerExperienceBuildingBrandLoyaltybyImprovingtheCustomerExperienceTHENEEDFORCUSTOMERANDVEHICLERELATIONSHIPMANAGEMENTINTHEAUTOMOTIVEINDUSTRY“Loyaltyisnotafad,it’sbecominganBusinessessucceedwhenprocessesandtechnologiesarewellalignedandimpo
2、rtantpartofeverymanufacturer’sintegrated.Intheautomotiveindustry,manybenefitshavebeenachievedbygrowthstrategyandisprovidingtherecenteffortstostreamlinethesupplysideofthebusiness.Now,demandistreatmentandresultsthatconsumersarebecomingaccustomedto.”emergingasthenextareaoffocus
3、forimprovement.Consideringthatamereonepercentincreaseincustomerloyaltycantranslateto-KarenPiurkowski,directorofloyalty,lifetimerevenueinthebillionsofdollars(U.S.)andthatprofitsfromservicing,R.L.Polk&Co.repair,andsalesofsecond-handvehiclesarefargreaterthanthosefromnewvehicles
4、ales,improvingthecustomerexperienceandgainingtheabilitytotrackbothcustomersandvehiclesthroughouttheirlifecycleclearlyisasignificantindustryopportunity.Toensureconsistentandhighqualitycustomerexperiences,thebestapproachisfortheoriginalequipmentmanufacturer(OEM)toimplementcust
5、omerrelationshipmanagement(CRM)systemsthatsupportcustomerinteractionsandvehicletracking.OracleCorporation,aleaderinCRMsystemsandassociatedwirelesstechnology,providescomplete,unique,andproventechnologysolutionsthatcanhelpvehiclemanufacturerstransformtomorecustomer-focused,hig
6、hlyintegrated,anddynamicsense-and-respond(pull)processesandsystems.AUTOMOTIVECUSTOMERLOYALTYTODAY“Ever-sophisticatedcustomershaveaccessBusinesswisdomsuggeststhatitcostsmoretowinacustomerthanitdoestotomultiplealternativesforproductsandkeepacustomer.Regardlessofsizeorindustry,
7、thebusinessthatisbestatservices,drivingexpectationshigher,andretainingcustomerswillbenefitfromlowermarketingcosts,greaterbrandvalue,customerloyaltytobecomemorefickle.”reducedcustomersensitivitytoprice,andimprovedfinancialresults.-METAGroup,Integration:CriticalIssuesIntheauto
8、motiveindustry,globalconsolidation,flat-to-depressedvehicledemand,forImplem
