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Improving Automotive Brand Loyalty through Exceptional Ownership Experiences

Improving Automotive Brand Loyalty through Exceptional Ownership Experiences. Jim DiMarzio CIO Mazda North American Operations Michael Ger Industry Principal, Automotive, Oracle September 29, 2014. Presented with. The Customer Experience Imperative.

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Improving Automotive Brand Loyalty through Exceptional Ownership Experiences

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  1. Improving Automotive Brand Loyalty through Exceptional Ownership Experiences Jim DiMarzio CIO Mazda North American Operations Michael Ger Industry Principal, Automotive, Oracle September 29, 2014 Presented with

  2. TheCustomer Experience Imperative of consumers feel their expectations for a good experience are met 1% 86% of consumers will pay more for a better customer experience BUY Market & Sell OWN Support & Serve of consumers switched to a competitor after a poor experience 89%

  3. Customer Experience Enablement is a Journey…. of execs say customer experience is critical to their business advantage 97% CX MATURITY are just getting started with a customer experience initiative 39% consider their customer experience initiative to be advanced 20% TIME Source: 2013 “Global Insights on Succeeding in the Customer Experience Era” . survey of 1300 senior execs in North America, Europe, Asia Pacific &Latin America

  4. Driving Brand Loyalty Through an Exceptional Ownership Experience

  5. Agenda • Vision • Strategy • Transformation • Technology • Results

  6. Award Winning Product

  7. Manifesting Destiny “Mazda’s vision is to have a customer experience at every touch point that is as good as our award winning products.” Robert Davis- Sr. Vice President U.S. Operations, Mazda North American Operations

  8. Navigating the Customer Journey Should I REPURCHASE? How does Mazda service make me feel? Should I consider alternatives? What is available? Which car meets my needs? What is my relationship with Mazda?

  9. Executing Mazda’s Customer Experience Strategy Web, eMail, Chat Driver profiles Service Histories CEC Reps Vehicle data Dealers Campaigns

  10. Transformation

  11. Transformation “Our customer experience center representatives can now act on real-time information, service histories and individual customer requirements to make well-informed decisions quickly while providing a personalized experience for our customers, and promoting recurring revenues for our dealers and long-term advocacy for the Mazda brand. Aileen Sperber – Group Manager, Customer Experience, Mazda North American Operations

  12. Architecture the Customer Service Experience

  13. Partnering for Success

  14. Driving Superior Performance • Reduced customer handling time! • 20%

  15. Envisioning the Future • Creating the foundation for the next generation Mazda driver experience Web, eMail, Chat CEC Reps Dealers Campaigns

  16. Thank you!

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