Thought Leadership Summits - Automotive CRM Summit 2007

June 5-6, 2007
The Ritz-Carlton,
Marina del Re y, CA

For more information
please contact us at
(415) 553-4142 or tlsinfo@tlsummits.com

Sponsored By:

Agenda

June 5, 2007

7:30 AM – 8:30 AM
Registration & Breakfast

8:30 AM
Opening Remarks
Jon Munzel – Founder
Thought Leadership Summits, Inc.

8:35 AM
Remarks from the Chair

Ed Allen - Vice President, Automotive Industry Business Unit
Oracle, Inc.

8:45 AM
Keynote Presentation
Marcus Breitschwerdt – President & CEO
Mercedes-Benz Canada, Inc.

Buying into an Unsurpassed Ownership Experience

At Mercedes-Benz our main goal is to deliver an unsurpassed ownership experience. This means delivering a superbly engineered and designed automobile and then ensuring that every communication speaks with one voice, in a consistent manner with the right message that appropriately supports our brand image and status.

Easy, right? Wrong.

Developing and implementing a flawless CRM program requires a great deal of internal and external analysis, planning, the right creative message, IT systems, and employee training. We are a large, multi-divisional organization with both corporate and independent dealers in which everyone feels the need to speak through a variety of communication channels directly with our customers.

This keynote presentation will present a case study on how we reinvented ourselves at Mercedes-Benz Canada. You will learn about the discovery process we went through to upgrade our CRM program, how we launched the program internally and to our customers, how we achieved buy-in at the dealer level, and the results achieved to date.

9:30 AM
Sponsor Presentation
Dan Delos - Automotive CRM Partner
IBM Global Business Services

Automotive CRM in the Virtual World: New Channel, New Insights

Virtual Worlds are going to quickly become a powerful tool and a driving force to what many are calling the 3-D Internet – one that is open, immersive, innovative, and social. These emerging interactive domains have significant promise far beyond their current usage. For Automotive CRM, we can clearly see the beginning of an era in which we can transform the customer experience across the full value chain (styling, planning, pre-sales, warranty, and repeat sales) to increase sales, improve customer satisfaction, and strengthen customer loyalty.

IBM has taken a strong interest in and is a driving force behind the evolution of Virtual Worlds. IBM will present and discuss:

1) The core potential elements that we believe Virtual Worlds deliver and how they can be applied to business for results that matter
2) Some of the early Virtual World examples in Automotive and other industries that are being applied to business
3) The potential impact of Virtual Worlds on Automotive CRM strategies

10:15 AM – 10:45 AM
Networking Break

10:45 AM
Thilo Koslowski – Vice President, Automotive
Gartner

CRM & Retail Trends in the Automotive Industry

Overview of the “State of CRM” in the Automotive industry
Current and future trends in CRM & retailing
Overview of innovative business processes and vendors
Dealer view on CRM and collaboration with OEMs - new Gartner study
Opportunities and challenges for making CRM work

11:30 AM
Bonita Coleman Stewart – Vertical Markets Director, Automotive
Google, Inc.

Creating 360 Degree Consumer Engagement

Google has been involved with the Automotive industry since our inception, and the importance of the industry to Google was formally acknowledged through the formation of an Automotive vertical group. This presentation will explain Google’s strategy to create value for the industry and will review how applying this strategy helped Cadillac create a fully integrated marketing campaign leveraging both online and offline media. Discussion areas include:

Changing Consumer Media Trends
Why Content Distribution is key to Consumer Engagement
Creating Relevant Consumer Touch-Points

12:15 PM – 1:15 PM
Networking Lunch

1:15 PM
Jamie Smith – Senior Manage, Application Development
Nissan Motor Acceptance Corp

NMAC 24/7 - Providing anytime, anywhere service to enhance customer intimacy

In late 2001, NMAC concluded a cross-industry benchmarking process that identified a sizeable gap in customer satisfaction compared to industry leaders
The STeP (Strategic Technology elevation Program) was initiated to create a customer-centric enterprise enabling efficient and effective service delivery across voice, self-service, and Internet touch-points

Now at the mid-point of the STeP initiative, the presentation will discuss NMAC’s CRM goals, tactics, lessons learned, benefits achieved to date, and the future of STeP

2:00 PM

Dave Schoonover – CRM and Online Marketing Manager
Kia Motors America, Inc.

“I Can’t Fix Your Mouse” - Driving Organizational Evolution

For over a decade, the Automotive industry has worked hard to build CRM and Internet departments, both at the OEM level and in dealerships. Significant resources have been invested selling their merits, and fighting for equality with traditional offline marketing. While progress has been made, CRM and the Internet are still often treated as the 'little brother' of offline advertising.

Kia Motors America, a relative newcomer to the U.S. Automotive industry (1994), has a unique opportunity to leapfrog the competition because it is not hindered by legacy systems and a 'died in the wool' culture. The presentation will review online advertising trends and marketing discipline, discuss the ability of CRM and the Internet to drive organization evolution, and explain how Kia plans to leverage its’ unique position to quickly achieve success. Special attention will be given to the role of CRM and Internet as organizational leaders. Why? Because many leaders still think Online Marketers are IT people who know how to fix their mouse.

2:45 PM – 3:15 PM
Networking Break

3:15 PM

Gabriel Escallon – President
finAvanza

CRM Start-up Operations at the Retail Level

In order to establish a successful CRM strategy at the Retail level, it is imperative that senior management recognize that CRM is not just an IT system; it’s a process, a mindset, and a culture. To be successful, management must accept the need to change and have the full commitment of the entire organization. In this presentation, the critical aspects of a new CRM strategy will be discussed including process design, identifying benefits to the sales force, data collection, and DMS integration. In addition the influence of factors such as size, volume, and single vs. multiple locations will be taken into consideration.

4:00 PM
Panel Discussion

Leveraging the Internet in Vehicle Retail and Finance

Moderator: Jason Kuruzovich - Assistant Professor of Management Information Systems

Rensselaer Polytechnic Institute (RPI)

Panel Members:

Gary Marcotte – SVP eCommerce, AutoNation

Kelly Mankin – VP Chrysler Brands Marketing, DCX Financial Services Americas

Michael Lock – CEO, Ducati North America

Marcus Breitschwerdt – President & CEO, Mercedes-Benz Canada

5:00 PM – 6:30 PM
Networking Reception

June 6 , 2007

7:30 AM – 8:30 AM
Registration & Breakfast

8:30 AM
Day Two Remarks
Jon Munzel – Founder
Thought Leadership Summits, Inc.

8:35 AM
Remarks from the Chair

Karen Newman
IBM Global Business Services

8:45 AM
Keynote Presentation
Gary Marcotte – Senior Vice President eCommerce
AutoNation, Inc.

It’s Time for the “Customer Centric” Automotive Internet

More than 10 years ago, the introduction of the internet promised automotive consumers a whole new way to shop. Finally, customers would be able to compare different makes and models, review prices and availability, determine payments, and apply for credit – all from home, without the dealership experience that they loathed. How have we lived up to these promises? What does the future hold? AutoNation has been at the forefront of the drive toward the customer centric internet. This presentation will share how AutoNation sees the internet today and what the future may hold, including:

The drive to provide real customer choice in vehicle selection
Lead quality today – the online lead experience
OEM interference in customer choice
Search engine marketing
Bringing the whole sales and service transaction online

9:30 AM

Sponsor Presentation

Ed Allen - Vice President, Automotive Industry Business Unit
Oracle

Optimizing the Automotive Demand Chain with Oracle's Extended Front Office

The convergence of supply and demand chain activities has become increasingly critical as automakers and dealers seek to increase both profit margins and customer satisfaction. As make-to-stock practices are replaced with build, configure or locate-to-order models, OEMs and dealers must collaborate, plan and respond more rapidly and with greater efficiency than ever before.

To this end, Oracle has developed the Extended Front Office—a suite of solutions, which focus on the unique collaboration between automotive OEMs, dealers and distributors. By integrating configurations, orders, allocations and production schedules, OEMs, dealers and distributors can accelerate time to market, optimize their demand-driven supply chains, and ultimately deliver a superior customer ownership experience.

10:15 AM

Terry Dolan – Manager Chevy Racing
General Motors

Brand building at 200 miles per hour

Step into the fast lane of marketing through racing. Speed, power, excitement, and family entertainment attract the fans. With over 100 million fans, TV ratings second only to the NFL, and unparallel purchase loyalty; race fans drive sales and revenue.

Marketing and activating in the fast lane require unique solutions. Digital tools enable Chevrolet to quickly deliver customized content to each fan, maintaining their emotional connection to the brand. Keep pace with the second most powerful fan base in America through the winningest name in racing - Chevrolet.

11:00 AM – 11:30 AM
Networking Break

11:30 AM

Allen Levenson – Vice President, Sales & Marketing
Asbury Automotive Group

A (Practical) Dealer’s View of CRM

While CRM offers great promise, it is difficult to execute at the dealership level and clearly there have been far more failures than successes
Allen will explore the reasons for failure and the obstacles that need to be overcome
In addition, he will focus on the areas where great success has been achieved, including:

Collection of customer information
Unsold follow-up
Sold follow-up

Finally, Allen will discuss the ever changing role of the Internet as a part of dealers’ CRM efforts

12:15 PM
Robert Otillar – Manager, Siebel Solution Center
Volvo IT

The Challenge of CRM Across Business Areas/Units

Current Situation - The AB Volvo Group consists of multiple Business Units with over 80,000 employees world-wide.
Challenge - Although most Business Areas/Units have set CRM as a high-priority, their vision, strategy, and tactics may not be the same.
Volvo IT’s Solution – Volvo IT supports all of the AB Volvo Group’s Business Units with the goal of providing a framework that enables the Business Units to maintain their unique business processes at a cost effective investment level.
Results – While there are still several separate CRM systems across the AB Volvo Group’s ecosystem, a common case management tool in the after-market has been successfully deployed, providing a common platform and basic business processes for six different Business Areas/Units.
Future - How does Volvo IT see CRM evolving within the AB Volvo Group?

1:00 PM
Summit Closes

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