E.N.G.’s 5th annual senior executive summit
AUTOMOTIVE CRM 2005
Integrating CRM into your organisation to support business processes,
increase customer satisfaction and maximise profits
12 & 13 October 2005, Kempinski Hotel Bristol Berlin
Keynote presentation:
Nick Dieltiens
Deputy General Manager Strategic
Projects Group
TOYOTA MOTOR
MARKETING EUROPE
The international senior executive summit with leading speakers including:
Christine Funck
Head of European Marketing - Continental Range
Victor Duran
Manager, Marketing & CRM
Jean-Paul Baradel
Vice President Internet & CRM
Elias Drakopoulos
CRM Manager
Pierre Pellerin
Lean Six Sigma Leader
Ralph Schuler
Leader CRM EMEA
Cristina Zanchi
Director Customer Relationship Management
Vikram Singh
Director B2B Marketing
Marc Bienemann
Managing Director
Bertrand de La Selle
Head of Customer Marketing and Internet
Charles Forget
Customer Marketing Manager
Eric Le Gendre
Customer Relationship General Manager
Marie-Pia Lebarrois
CRM Director
Giles Clayton-Jones
Brand and Marketing Communications Manager
John Gray
Automotive General Manager
Martin Jobin
Head of CRM and Interactive Marketing,
Global Marketing
BENTLEY MOTORS
CATERPILLAR, EAME
DANONE GROUP
FORD OF EUROPE
GE COMMERCIAL FINANCE,
FLEET SERVICES
IBM BUSINESS CONSULTING
SERVICES
KLM
KLM
LAND ROVER NETHERLANDS
NISSAN EUROPE
NISSAN EUROPE
PEUGEOT
RENAULT
ROLLS ROYCE MOTOR CARS
SIEBEL SYSTEMS
VOLVO CARS CORPORATION
Attend this unique summit to hear international experts speak on:
• The x-factor – staying in touch with your customers
• Increasing loyalty and retention - what really works?
• Completing the CRM value chain to enhance the customer experience
• Building and maintaining successful internet relationships with customers
• Integrating annual marketing plans into manufacturer/dealer communication
Lead Sponsors
Organised by
EUROPEAN NETWORKING GROUP
AUTOMOTIV
DAY ONE: WEDNESDAY, 12 OCTOBER 2005
Registration and welcome coffee
SPONSOR SESSION
09.00
CLOSED LOOP LEAD MANAGEMENT - ‘MAXIMISING
THE RETURN ON A VALUABLE ASSET’
During his keynote address John Gray, will discuss
today’s automotive industry pain points, focusing on
those that commitment to delivering quality customer
facing applications can favourably impact. John will
specifically draw attention to challenges and
collaboration required in the process of lead
management optimisation. He will discuss the
capabilities and strengths required in the important
customer interaction areas of marketing and lead
management that create enduring and valuable customer
relationships.
• Automotive Industry challenges - mandating customer
centric behaviour
• Transforming into a customer centric company
• Opportunities and best practices in maximising customer
lead value
John Gray - Automotive General Manager - SIEBEL SYSTEMS
APPLYING LEAN MANUFACTURING PRINCIPLES TO
CRM
Toyota Europe are starting to apply their Lean
Manufacturing techniques to their commercial operations.
During this presentation, Nick Dieltiens will discuss the
implications and consequences of this for CRM.
Nick Dieltiens - Deputy General Manager Strategic Projects
Group - TOYOTA MOTOR MARKETING EUROPE
13:15 Lunch
14:30
CREATING A MULTI-DISCIPLINE, CROSS NATIONAL
CRM CAMPAIGN
During this workshop each working group will define a
CRM campaign. Making a clear distinction between B2C
and B2B campaigns, participants will be divided into
small groups and outline the concept for an international
project while considering:
• Strategy
• Objectives
• Key performance indicators
• Cultural change
Cristina Zanchi - Director Customer Relationship Management
Vikram Singh - Director B2B Marketing
KLM
09:45
CASE STUDY
INTEGRATING MARKETING & CRM ACROSS
DIFFERENT BUSINESS UNITS AND THROUGHOUT
YOUR DEALER NETWORK
In order to cater to customers with different needs and
to meet rapidly changing business opportunities, both
the manufacturer and the dealer must become much
better at executing an integrated marketing and CRM
strategy. A successfully integrated CRM programme can
support the entire organisation in catering to the
customer and thus enhance satisfaction levels and sales.
• Developing a marketing & CRM strategy that supports
the entire organisation
• Executing consistent marketing to create leads and then
managing the Sales Funnel
• Segmenting customers to create a stronger value
proposition
• Creating a strong partnership between the manufacturer
& dealer partners
Victor Duran - Manager, Marketing & CRM
CATERPILLAR, EAME
16:30
CASE STUDY
10:30
16:00 Networking coffee break
COMPLETING THE CRM VALUE CHAIN TO ENHANCE
THE CUSTOMER EXPERIENCE
In order to provide the best possible service to customers,
all parties involved in the CRM value chain need to work
together. In this session Marie-Pia Lebarrois will look at
the activities of Renault in Belgium and Spain, with
specific attention to:
• Aligning the different functions of the business: sales,
aftersales, suppliers and dealers
• Effective data management and lead qualifying
• Leveraging CRM to improve business processes
Marie-Pia Lebarrois - CRM Director - RENAULT
17:15
CASE STUDY
CASE STUDY
INTEGRATING ANNUAL MARKETING PLANS INTO
MANUFACTURER/DEALER COMMUNICATION
In order to achieve optimal ROI and secure the success
of marketing campaigns, dealers and OEMs can work
closely together from an early planning stage by:
• Increasing cooperation through joint planning and
budgeting
• Improving customer segmentation to drive loyalty
• Tying CRM into your overall customer strategy
Christine Funck - Head of European Marketing - Continental
Range - BENTLEY MOTORS
12:30
KEYNOTE
08:45 Opening remarks from the chair and E.N.G.
Mike Woodward - Automotive Leader
IBM BUSINESS CONSULTING SERVICES EMEA
WORKSHOP
08:15
BEST PRACTICES IN LEAD MANAGEMENT AND DATA
QUALIFYING
With increased web usage penetration, the number of
information requests reaching OEMs and leads sent to
the dealer has grown immensely over the past years.
However, without disciplined data qualifying and
management these leads do not yield their full value.
During this session we will discuss:
• Enhancing data collection, qualifying and distribution
• Successful customer profiling
• Defining matrixes for lead measurement – knowing what
to assess how within the lead management process
• Deciding between quality or quantity – the value of
qualifying
Bertrand de La Selle - Head of Customer Marketing and Internet
Charles Forget - Customer Marketing Manager
NISSAN EUROPE
11:15 Networking coffee break
CASE STUDY
11:45
BUILDING AND MAINTAINING SUCCESSFUL
INTERNET RELATIONSHIPS WITH CUSTOMERS
• Increasing customer satisfaction at the first point of
contact
• Capturing and qualifying customer leads online
• Maintaining "real contacts" with your customers through
the Internet
• Completing an integrated Internet network from the
manufacturer to the customer
Eric Le Gendre - Customer Relationship General Manager
PEUGEOT
18:00
Closing remarks from the chair
18:15
MEET THE EXPERTS AND NETWORKING RECEPTION!
To increase the networking opportunities at this event,
E.N.G. offers you the chance to meet with today’s
speakers and other delegates. During this final session of
the day, you are invited to join our speakers at their
tables and discuss further details, clarify questions and
exchange ideas. Companies willing to share their
experience and expertise are:
BENTLEY MOTORS, PEUGEOT, NISSAN EUROPE and
CATERPILLAR.
FOR MORE IN
CONTACT E.N.G. EUROPEAN NETWORKING GROU
VE CRM 2005
DAY TWO: THURSDAY, 13 OCTOBER 2005
08:30
Registration and welcome coffee
09:00
Opening remarks from the chair and E.N.G.
Larry Stolle - Group Director of Automotive Marketing
SIEBEL SYSTEMS
12:45 Lunch
10:00
INCREASING LOYALTY AND RETENTION – WHAT
REALLY WORKS?
The automotive industry is still struggling with the
effectiveness of its CRM initiatives. During this
presentation, Jean-Paul Baradel will share his
experiences with Danone’s CRM strategy that has been
running for 10 years.
• Best practices and elements of success in CRM
• Connecting CRM to brand and product advocacy
• Measuring the ROI of CRM campaigns
Jean-Paul Baradel - Vice President Internet & CRM
DANONE GROUP
SPONSOR SESSION
10:45 Networking coffee break
11:15
CRM RESEARCH STUDY INTO AUTOMOTIVE
CUSTOMER EXPERIENCE
IBM is currently interviewing auto CRM leaders across
Europe to understand where they are, and where they
want to be when it comes to delivering a powerful
customer experience. Customer experience is set to be
the next CRM battleground as manufacturers strive to
live up to their brand promise. IBM will present the first
results of this study.
Ralph Schuler - Leader CRM EMEA
IBM BUSINESS CONSULTING SERVICES
PRESENTATION
12:00
CONSULTATION AND VALIDATION THROUGH
MEANINGFUL CUSTOMER INTERACTIONS – CRM
FOR FLEET OWNERS
Getting input and advise from customers regarding new
services, product extensions and opportunities for
process improvement. Pierre Pellerin will discuss how GE
Commercial Finance, Fleet Services is using its Customer
Advisory Board to improve its services to customers:
• Creating a board of customers from various fleet size and
industry type to allow a wide view into current market
• Facilitating an open and candid dialogue with customers
to better understand and meet their expectations
• Forming an interactive partnership that allows GE to
provide reliable services and help customers
Pierre Pellerin - Lean Six Sigma Leader
GE COMMERCIAL FINANCE FLEET SERVICES
Siebel Automotive provides a comprehensive suite of
CRM solutions tailored to meet the unique requirements
of the automotive industry that enable OEMs, distributors,
captive finance providers and dealers to improve
customer satisfaction, acquisition, and retention
across all channels of interaction.
CASE STUDY
PROVING THE BUSINESS CASE FOR CRM – HOW TO
COMPETE WITH TRADITIONAL MARKETING SPEND
Budget limitations are the reality most departments are
facing today. CRM executives need to prove the value of
CRM investments and compete with traditional channels
such as TV advertising. CRM and marketing experts need
to work together in:
• Combining CRM with multi channel marketing
campaigns
• Securing CRM investments through proven results
• Obtaining top management support
Giles Clayton-Jones - Brand and Marketing Communications
Manager - ROLLS ROYCE MOTOR CARS
14:45
CASE STUDY
BUILDING LONG LASTING CUSTOMER
RELATIONSHIPS – THE “CARE BY VOLVO”
PROGRAMME
Volvo is currently restarting its CRM initiative “Care by
Volvo” in Europe. After becoming a big success in the
USA, the programme is now being redesigned to suit the
European customers. Martin Jobin will speak about the
challenges the company met and the factors that made
the programme a success in the US.
• Connecting customers and your organisation through
one care programme
• Increasing loyalty and retention through close customer
contact
• Overcoming the challenges of meeting American and
European consumer demands
Martin Jobin - Head of CRM and Interactive Marketing, Global
Marketing - VOLVO CARS CORPORATION
COMPLETING A CRM SYSTEM IMPLEMENTATION
FROM STRATEGY TO OPERATIVE DAY-TO-DAY
BUSINESS
Through the integration of multiple departments and
countries, manufacturers can ease communications
management and improve customer contacts. It is
important however, that all parties involved are supplied
with the data and functions needed from a multi-market
CRM solution.
• Implementing a multinational, cross departmental CRM
system
• Allowing national input for increased rollout speed
• Pros and cons of a central model – platforms &
programmes
Elias Drakopoulos - CRM Manager - FORD OF EUROPE
15:30
CASE STUDY
EXTERNAL CASE STUDY
CASE STUDY
09:15
14:00
THE X-FACTOR – STAYING IN TOUCH WITH YOUR
CUSTOMERS
In order to stay in touch with its customers, Land Rover
has introduced several programmes and projects that
connect its customers emotionally to the brand and their
cars. Marc Bienemann will explain how Land Rover
keeps the brand alive by maintaining close customer
contact.
• Creating an emotional and lasting relationship with
customers
• Using brand experience as a mechanism to capture
prospects
• Making experience an integral part of CRM
Marc Bienemann - Managing Director
LAND ROVER NETHERLANDS
16:15
Closing remarks from the chair and E.N.G
Close of the conference
16:30
Networking coffee break
THANK YOU!
European Networking Group would like to thank all those executives
who assisted with the research and preparation for this event,
particularly the speakers and sponsors who are supporting the event
through their participation.
For further information on E.N.G,
please refer to our website www.eng-nl.com
Together IBM and Siebel Systems have
partnered to deliver complete solutions for the
automotive industry that have set global
standards for business value and ROI.
They have successfully created
competitive advantage for their
automotive customers, enabling them
to realise the benefits of transformational
change in their marketing, sales,
and service organisations.
IBM helps customers achieve the fullest value from
their investments by addressing all aspects of the
application lifecycle, from strategy consulting and
implementation to ongoing transformation,
management, hosting, and outsourcing.
NFORMATION
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AUTOMOTIVE
CRM 2005
12 & 13 October 2005
Kempinski Hotel Bristol Berlin
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❑ 2 DAY CONFERENCE FEE
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❑ DOCUMENTATION
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❑ 20% DISCOUNT FOR 3-4 ATTENDEES
❑ 30% DISCOUNT FOR 5-9 ATTENDEES
This programme has been researched extensively and convened with
the cooperation of senior executives responsible for CRM within their
corporations. Those executives that will realise the greatest benefit
through attendance include Presidents and General Directors from
Automotive, Heavy Truck & Coach, Motorcycle and ATV,
Construction Equipment Manufacturers; their Dealers; and their
Captive Finance Providers, as well as Fleet Operators.
• Customer Relationship Management
• Sales
• Marketing
• Customer Experience
• Dealer Relations
• eBusiness
• Communications
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