June 8-9, 2010
The Ritz-Carlton,
Marina del Rey, CA
For more information
please contact us at
(415) 553-4142 or
Sponsored By:
Agenda
June 8, 2010
7:00 AM – 8:00 AM
Registration & Breakfast
8:00 AM
Welcome and Gartner Automotive Industry Overview
Jon Munzel
Founder
Thought Leadership Summits
8:15 AM
Remarks from the Chair
Pat Reininger
Vice President - Sales & Client Services
R. L. Polk & Co.
Dave Zuchowski
Vice President - National Sales
Hyundai Motor America
We’re Not In Kansas Anymore – Leveraging the Brand To Survive a Cataclysm
2009 was a cataclysmic year in the Automotive industry, throwing many OEMs, Dealers, and Captives off their traditional business foundations of high volume, large incentives, and easy financing. In addition, concern about the future of the economy caused many consumers to delay or cancel car purchases. In order to survive and even grow in such challenging circumstances, Hyundai collaborated closely with their Dealers and Captive, summoning all the heart, brains, and courage available. Dave’s presentation will reveal how Hyundai and its partners worked with their customers to identify key impediments preventing sales, and developed creative marketing and sales strategies to solve these issues. He will also discuss how Hyundai’s brand image was considered during the process – leveraging the brand to increase the effective of the campaigns in the short run while enhancing the brand in the long run. Finally, Dave will review the results Hyundai achieved in sales, transaction prices, and conquests from these strategic investments.
9:15 AM President & CEO
Strategic Connections
Customer Lifecycle Management – The Key to Increased Sales and Loyalty
OEMs across the board continue to improve vehicle offerings, making it increasingly difficult to differentiate on product. In order to increase their share in today’s competitive marketplace OEMs, Dealers, and Brands must focus on managing and improving the “ownership experience” -- beginning with lead management then continuing throughout the entire customer lifecycle.
Chris Cawston’s presentation will discuss how an enterprise level approach -- beginning with lead management -- can deliver customer centricity, increase sales, strengthen customer relationships, improve loyalty and retention all while enriching the entire ownership experience. Chris will provide real-life examples and guidance on how applying customer centricity to lead management and the rest of the customer lifecycle is transforming the industry.
AND
Mike Spadafore
Manager - Consumer & Commercial Portfolio
R. L. Polk & Co.
That Was Then, This Is Now - The Evolution of Lead Scoring
Lead scoring entered the world with a bang and now has matured and morphed into full service lead marketing driven by increasingly complex data/service integration and real-time analytics. Mike Spadafore will layout the real story behind lead scoring − the pitfalls, the lessons learned, and most importantly, where it is now and how OEM’s and dealers can leverage real-time analytics to optimize their marketing spend, generate a consistent and high quality brand experience for all leads, and ultimately close more sales more quickly. Citing real-world implementations, Mike will discuss what can be done, what will be done, and what impact it will have on retail automotive lead acquisition and marketing.
10:15 AM – 10:45 AM
Networking Break
10:45 AM
Lisa McPherson
General Manager - Sales Operations
BMW Financial Services
Enhancing the Customer Experience and Increasing Loyalty through Captive Financing
Throughout the life of a customer’s lease or loan, the Captive Finance Company has the opportunity to reinforce the brand message and improve the customer experience, or confuse the brand message and detract from the customer experience. With longer service intervals and high vehicle quality, the Captive has more frequent customer touchpoints than the OEM or Dealer, creating a unique ability to align branding, enhance the customer experience, and increase loyalty across the ecosystem. Lisa’s presentation will demonstrate how a consistent brand message plus excellent customer service have resulted in improved customer loyalty for BMW, BMWFS, and their Dealers.
Galpin Auto Sports Vehicles click the images to enlarge |
 |
"69 Mustang"
|
 |
"Red Mist"
|
11:30 AM
Beau Boeckmann
President
Galpin Auto Sports
AND
John Waraniak
Vice President - Vehicle Technologies
SEMA
Profitable Personalization - Connecting Consumer Lifestyles with Vehicles, Brands and Experiences
No industry is tied to technology more than the auto industry and our industry hasn’t seen this much change since it began 100 Years Ago. This is truly one of the most exciting times to be in the auto industry - particularly if you are an enthusiast and have a passion for cars. That’s what the Specialty Equipment Market Association (SEMA) is all about – connecting vehicles to consumer’s lifestyles through the brand and brand experience. This is a new day and a new game with new rules and new players.
The first lap of SEMA’s joint presentation with Galpin Auto Sports (GAS) will review SEMA’s role supporting OEMs and Dealers in their efforts to create true customer satisfaction and loyalty through point of sale customization. We’ll pit to change drivers and then Beau Boeckmann, the President of GAS, will take the wheel and drive us through the details on successful personalization. He’ll discuss the history of GAS, how they work with customers to identify valuable customizations, how they communicate these customizations to OEMs and assist in design for customization, and how they market personalization to their customers. Beau will drive hard to the finish by explaining the results achieved for GAS and their OEM partners and will take a victory lap by reviewing the customizations seen in the vehicles on display at the Summit.
12:30 PM – 1:30 PM
Networking Lunch
1:30 PM
Vice President - Sales Research
Comcast
Targeted Television - Reaching the Right Auto Consumer in Digital Households
Television has typically been utilized as a broad reach medium in advertising. The 60+ year old broadcast television model has been placed on its head with the growth and development of spot cable. Ad messaging on television is no longer locked into the “all or nothing” DMA model; spot cable’s geo-demographic targeting, advanced advertising technologies and online capabilities offer advertisers flexibility, connection and engagement with the best consumers in the marketplace. Polk data is the backbone to the high value networks Comcast Spotlight created and worked with auto manufacturers, using Tier 1 branding funds to build highly effective combos of national network and targeted market buys. Recognizing that research is a critical driver of advertising decisions, this presentation illustrates how using multiple databases, surveys and technologies offers deeper insights into consumer behaviors, product sales and media usage all of which help to identify the best media strategies to employ on television.
2:15 PM
David Sturtz
Co-Founder & CEO
RepairPal
Fixed Operations in the Next Decade - Learning to Thrive in a New Paradigm
Customer pay auto repair is one of the most complex services most people ever purchase. Since most consumers don’t have the knowledge to critically evaluate a repair estimate, customer satisfaction with auto repair has been very low and often consumers are left with a feeling that they over-paid or were charged for unnecessary work. After years of ignoring the trends occurring throughout the consumer Internet in other industries, auto repair is finally catching up. While the complexity of auto repair will prevent it from becoming a commodity, the industry is moving towards greater transparency and consumer control of repair information.
David’s presentation will address the challenges in meeting consumers’ expectations of an auto repair experience similar to what they receive in other consumption categories. Specifically, he will discuss the complexity of providing detailed repair information across manufacturers, brands, and nameplates; across regions; and between dealers and after-market shops. He’ll also review the benefits that savvy players can achieve by solving these challenges and will close with several examples of successful early adopters.
3:00 PM – 3:30 PM
Networking Break
3:30 PM
Tom Vann
Principal
Team Hillsdale Chrysler
Real Sales Pros Left our Industry Long Ago - How Do We Bring Them Back?
Tom’s presentation will discuss how the Internet paradigm shift has revealed that the greatest weakness in the auto retail process also occurs at the most critical point of brand-imaging – the moment a dealership sales representative connects with a client. At this moment in the customer lifecycle, all the investment by OEM, Dealer, and Captive to create a valuable brand image is at stake. Tom will show how Team Hillsdale Chrysler has fully leveraged this investment by creating a sales process that solves traditional customer concerns and by making the necessary advances in training salespeople to be true, highly effective Professionals. In addition, he will present ideas on how pushing the envelope of consumer expectations can and will drive the entire brand image for OEM, Captive, and Dealer into the hearts and minds of ever-changing generations of car buyers.
Dr. Michael Haydock
Global Analytics Leader
IBM Business Analytics & Optimization Practice
Utilizing Business Analytics to Support Strategic Decisions
A global vehicle manufacturer faces periods where the economics of the market dictates taking some dramatic steps which could include discontinuing a brand or discontinuing a relationship with a dealership. The impact on a consumer and their household can be equally dramatic as these consumers have made investments in owning the manufacturers products and services. Mike’s presentation will explore how consumer sentiment can be assessed and the risk in taking these economic actions understood. A scientific clustering method will be discussed which attempts to help marketers identify and group homogeneous customers across multiple attributes and differentiate in the treatment strategies between heterogeneous groups. Mike’s discussion will include a case study articulating the data used, the analytical strategy, and the results achieved.
Michael McCormack
Principal
MGSCS Consulting
Leveraging Next Generation IT Systems to Support Global Customer Experience Strategies
As customer experience approaches have evolved for automotive businesses, so too have the IT solutions leveraged to implement and analyze their effectiveness. With the renewed focus on the customer, a new model for delivering the data and experience required to stay at the front of the customer relationship has arrived - software as a service, or outsourced software. This CRM IT solution has enabled many business goals within the automotive industry, yet also introduces new challenges as well. Mike will discuss how General Motors has leveraged next generation CRM solutions, and review some potential pitfalls to go along with the benefits. Mike's presentation will also review the considerations and limitations that accompany creation of a global customer experience IT tools strategy.
5:30 PM – 7:00 PM
Cocktail Networking Reception
June 9, 2010
7:00 AM – 8:00 AM
Registration & Breakfast
8:00 AM
Welcome
Jon Munzel
Founder
Thought Leadership Summits
8:05 AM
Remarks from the Chair
Pat Reininger
Vice President - Sales & Client Services
R. L. Polk & Co.
8:15 AM
Tom Dobry
Vice President - Marketing
Lithia Motors
Owner Marketing Gets a Course Correction - The Evolution of Lithia’s Direct Marketing
- 2008 - A consolidated, branded approach for all stores
- Sales
- Service
- What went wrong?
- Our stores did not “buy-in”
- The difference between “sales” and “service” mindsets
- Our investment in new tools stalled
- Reporting
- What does Direct Marketing look like today?
- The impact of OEM campaigns
- Owner Marketing and Prospecting
- It’s the customers’ choice - eMail, direct mail, or phone
- Key metrics and results achieved to date
- Future plans
Joanna Sherry
General Manager - Marketing & Business Development
VW Credit
Going Beyond Customer Satisfaction - Building Consumer Confidence in the F&I Office
The F&I process has traditionally been a confusing experience for customers and in many cases has left them questioning their purchase instead of celebrating it. In order to move beyond satisfying customers’ basic needs and replace confusion with confidence, VW Credit analyzed customer satisfaction scores and collaborated with their Dealers to improve the F&I process. Joanna’s presentation will review what specific challenges were identified, how VW Credit and their Dealers developed realistic process improvements, and what results were achieved in both customer loyalty and repurchase consideration. The following issues will be explored in-depth:
- Understanding current and projected customer satisfaction trends
- How OEMs, Captives and Dealers can work better together to improve loyalty
- Reducing costs by focusing on current customers
- Exploring best practices for retaining current customers for the long term
- Limiting customer defections
9:45 AM – 10:15 AM
Networking Break
10:15 AM
Ed Allen
Vice President - Automotive Industry Business Unit
Oracle
Customer Experience Management – The Foundation for Customer Lifecycle Management
The North American automotive industry is under-going rapid transformation. After some of the most challenging years in the history of the automotive industry, we are now seeing cautious growth predictions. Fueling this growth is the emergence of innovative technologies that are transforming the way that customers consume transportation services and interact with their vehicles.
Join Ed for a thought provoking and engaging discussion focused on the key trends affecting automotive companies today and how some of the industry’s most successful companies are leveraging new technologies. Managing an intimate, consistent and information-rich customer relationship can increase customer retention, conquest sales and service revenue, positioning companies with a foundation for future growth and profitability.
11:00 AM - Noon
Closing Panel Discussion:
Moderator:
Steve Finlay
Editor
Ward's Dealer Business
Panel Members:
Lisa McPherson
General Manager - Sales Operations
BMW Financial Services
Senior Vice President & COO
DCH Auto Group
Dave Zuchowski
Vice President - National Sales
Hyundai Motor America
Joel Hockman
Manager - Retail Digital Marketing
Infiniti Business Unit
Nissan North America
Noon
Summit Closes
| © 2007 Thought Leadership Summits Thought Leadership Summits, Inc. - 415.553.4142 - tlsinfo@tlsummits.com |
|
Site Developed by: Synergy Soup Interactive |
|