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Dealers and OEMs
in the
Omni Channel World
The shift from a traditional to an Omni-channel organization
Customers visits the showroom much less prior a purchase decision
5
1.4
2004 2015
Visits before buying
35%
85%
2004 2015
62%
56%
2004 2015
Online Information Test Drive
85% drop in new retail space opened annually
80% use the Internet prior to purchasing a car
75% read vehicle surveys on designated websites.
Negative Posts widely circulated on social media sales
63% search for information on their smart phones while in
the showroom
Digital world = Immediate feedback (here and now).sales
Digital world = trust
2025- Almost every Car -Connected
The Digital is taking over the physical world.
Decision processes has shifted out of the showroom.
Connected car changes communication with customers
Consumers has developed Omni-channel habits.
All is known!?
What about the Dealers, OEM’s?
03 Digital Space
01 Physical space
02 Call Centers
The Organization
Natives
1
What about Dealers/OEM’s?
Value offer customized to digital
The Natives: Digital - top to bottom
Digital Strategic Thinking
Digital supporting structure, processes and functions
Digital distribution channels or integrated telephone support (minimal physical world)
The Natives
1
The Immigrants
2
What about Dealers/OEM’s?
Digital Development parallel to existing channels
Activities shifted from traditional to digital channels
Integrating the different channels
The Immigrants: Adopting Omni-channel strategy
The Immigrants -
Mercedes Benz self service
The Immigrants-
Hyundai connected car
Dealers and OEMs in the Omni Channel World
The Natives
1 2
Old School
3
The Immigrants
What about Dealers/OEM’s?
Old School
Old School
Structural distance from the end customer
Heavy and Bureaucratic structure and processes
Digital doesn't seem as a must
Old School - “what has been will be again…”
Many or heavy legacy IT systems
“Even in a 100 years our customers will trust our sales
consultant and service advisors more”
“We are a dealers, we know our community and they
will come to us”
“We don’t sale to customers, that’s a dealer job”
“I must do all the work since the customer trust only
me”
Old School
The Natives
1 2
Old School
3
The Immigrants
Native skills
Immigrants
skills
Old School
skills
In every organization that wasn’t born
digital you'll find the 3 types of activities
Old School activities “hiding” digital world activities
Sales Consultant is doing admin’ work
Sales Consultant calls customers
Barriers on the way to become Omni-channel
Customer prefers to talk to technician himself Instead
of the call center
Call center sales agents providing opening hours
Staff member in workshop schedule appointments
A customer asks to speak with a Sales consultant to
schedule an appointment
Technician call customer to verify a complain/issue
Using valuable resources to perform simple, repetitive tasks
Barriers on the way to become Omni-channel
Dealers and OEMs in the Omni Channel World
Inflexible IT systems
Multiple systems developed for years
No integration, no one unique database
Development of a report requires months of waiting
Barriers on the way to become Omni-channel
“Old school” managements are late to embrace change
If done, the change is “cosmetic” and does not
assimilated across the organization
Enterprise culture is not ready to embrace change
Barriers on the way to become Omni-channel
Smartwatch Smartphone Tablet
Laptop
Devices
Dealer
• Purchase process
• Car delivery
• Complaints
Workshop
• Repair
• Maintenance
• Car history
• Car diagnostic
Work place
• Leasing conditions
• Maintenance
Insurance
Company
• Emergency
• breakdown call
• Insurance Claims
Authorities
• Licenses
• Ownership transfer
Connected car
Customer’s view Road Services
• Purchase process
• Car delivery
• Complaints
OME/Dealer
Showroom
• Purchase process
• Car delivery
• Complaints
Workshop
• Repair
• Maintenance
• Car history
• Car diagnostic
WEB
• Marketing
• Customer service
• Self service
Text
communication
• 1 on 1 marketing
• Status updates
• Personal Greetings
Call center
• Sales
• Customer service
OEM’s View
Social
media
• marketing
• Complain
Mail & Fax
• Documents
• Licenses
• Contracts
a flow of information
about customer
Engagement shift
from one channel to
another
Connected car
• Customer service
• Emergency and breakdown
call
• Diagnostics of the car and
driver
OEM
OME/Dealer
Showroom
• Purchase process
• Car delivery
• Complaints
Workshop
• Repair
• Maintenance
• Car history
• Car diagnostic
Call center
• Sales
• Customer service
Dealer's View
Mail & Fax
• Documents
• Licenses
• Contracts
Dealer
Advanced Services
Every OEM develop it’s own communication
Self-service abilities
Digital platform for sales
What about the dealers?
Large showrooms Dependency on Sales people
Small basic call center
01 Physical space
01 Call center
01 Digital space
OEM Dealer
What about the dealers?
Where are the
customers?
5%
5%
20%
70%
Lead sources – company view
Our web site
Our call center
Our customer
base
Visiting Show
room?
Generation
Capture
Qualification
Scoring
Nurturing
Opportunity
Order
Sale
Subcontract
ors
Potential
customers
list
Service and
Sales Center
Events
Brings a
friend
Customers base Campaign
Lead Activation
Lead management
DB
What's next ?
Scenario A
 OEMs continue developing their own specific channel
 Conflict between OEMs and dealer groups grow
 Dealers develop independent channels
Scenario B
 OEMs continue developing their own specific channel
 OEMs Open their channels to Multi brand use and invite dealers
 Competition between OEM’s on dealers recruitment
Scenario c
 OEMs continue developing their own specific channel
 Only Mono brand dealers survive.
Conflict
Collaboration
Take Over
Dealers and OEMs in the Omni Channel World
Dealers and OEMs
in the
Omni Channel World
The shift from a traditional to an Omni-channel organization

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Dealers and OEMs in the Omni Channel World

  • 1. Dealers and OEMs in the Omni Channel World The shift from a traditional to an Omni-channel organization
  • 2. Customers visits the showroom much less prior a purchase decision 5 1.4 2004 2015 Visits before buying 35% 85% 2004 2015 62% 56% 2004 2015 Online Information Test Drive 85% drop in new retail space opened annually
  • 3. 80% use the Internet prior to purchasing a car 75% read vehicle surveys on designated websites. Negative Posts widely circulated on social media sales 63% search for information on their smart phones while in the showroom
  • 4. Digital world = Immediate feedback (here and now).sales Digital world = trust
  • 5. 2025- Almost every Car -Connected
  • 6. The Digital is taking over the physical world. Decision processes has shifted out of the showroom. Connected car changes communication with customers Consumers has developed Omni-channel habits.
  • 7. All is known!? What about the Dealers, OEM’s? 03 Digital Space 01 Physical space 02 Call Centers The Organization
  • 9. Value offer customized to digital The Natives: Digital - top to bottom Digital Strategic Thinking Digital supporting structure, processes and functions Digital distribution channels or integrated telephone support (minimal physical world)
  • 10. The Natives 1 The Immigrants 2 What about Dealers/OEM’s?
  • 11. Digital Development parallel to existing channels Activities shifted from traditional to digital channels Integrating the different channels The Immigrants: Adopting Omni-channel strategy
  • 12. The Immigrants - Mercedes Benz self service
  • 15. The Natives 1 2 Old School 3 The Immigrants What about Dealers/OEM’s?
  • 18. Structural distance from the end customer Heavy and Bureaucratic structure and processes Digital doesn't seem as a must Old School - “what has been will be again…” Many or heavy legacy IT systems
  • 19. “Even in a 100 years our customers will trust our sales consultant and service advisors more” “We are a dealers, we know our community and they will come to us” “We don’t sale to customers, that’s a dealer job” “I must do all the work since the customer trust only me” Old School
  • 20. The Natives 1 2 Old School 3 The Immigrants Native skills Immigrants skills Old School skills In every organization that wasn’t born digital you'll find the 3 types of activities
  • 21. Old School activities “hiding” digital world activities Sales Consultant is doing admin’ work Sales Consultant calls customers Barriers on the way to become Omni-channel Customer prefers to talk to technician himself Instead of the call center
  • 22. Call center sales agents providing opening hours Staff member in workshop schedule appointments A customer asks to speak with a Sales consultant to schedule an appointment Technician call customer to verify a complain/issue Using valuable resources to perform simple, repetitive tasks Barriers on the way to become Omni-channel
  • 24. Inflexible IT systems Multiple systems developed for years No integration, no one unique database Development of a report requires months of waiting Barriers on the way to become Omni-channel
  • 25. “Old school” managements are late to embrace change If done, the change is “cosmetic” and does not assimilated across the organization Enterprise culture is not ready to embrace change Barriers on the way to become Omni-channel
  • 26. Smartwatch Smartphone Tablet Laptop Devices Dealer • Purchase process • Car delivery • Complaints Workshop • Repair • Maintenance • Car history • Car diagnostic Work place • Leasing conditions • Maintenance Insurance Company • Emergency • breakdown call • Insurance Claims Authorities • Licenses • Ownership transfer Connected car Customer’s view Road Services • Purchase process • Car delivery • Complaints
  • 27. OME/Dealer Showroom • Purchase process • Car delivery • Complaints Workshop • Repair • Maintenance • Car history • Car diagnostic WEB • Marketing • Customer service • Self service Text communication • 1 on 1 marketing • Status updates • Personal Greetings Call center • Sales • Customer service OEM’s View Social media • marketing • Complain Mail & Fax • Documents • Licenses • Contracts a flow of information about customer Engagement shift from one channel to another Connected car • Customer service • Emergency and breakdown call • Diagnostics of the car and driver OEM
  • 28. OME/Dealer Showroom • Purchase process • Car delivery • Complaints Workshop • Repair • Maintenance • Car history • Car diagnostic Call center • Sales • Customer service Dealer's View Mail & Fax • Documents • Licenses • Contracts Dealer
  • 29. Advanced Services Every OEM develop it’s own communication Self-service abilities Digital platform for sales
  • 30. What about the dealers? Large showrooms Dependency on Sales people Small basic call center
  • 31. 01 Physical space 01 Call center 01 Digital space OEM Dealer What about the dealers?
  • 33. 5% 5% 20% 70% Lead sources – company view Our web site Our call center Our customer base Visiting Show room?
  • 35. What's next ? Scenario A  OEMs continue developing their own specific channel  Conflict between OEMs and dealer groups grow  Dealers develop independent channels Scenario B  OEMs continue developing their own specific channel  OEMs Open their channels to Multi brand use and invite dealers  Competition between OEM’s on dealers recruitment Scenario c  OEMs continue developing their own specific channel  Only Mono brand dealers survive. Conflict Collaboration Take Over
  • 37. Dealers and OEMs in the Omni Channel World The shift from a traditional to an Omni-channel organization