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It’s All About The Customer Experience

It’s All About The Customer Experience. James Casazza SVP of Digital Retail Solutions, FordDirect. James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com. The Evolution of Shopping Behavior. Digital is driving a shorter purchase cycle. 2013. 2008.

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It’s All About The Customer Experience

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  1. It’s All About The Customer Experience • James Casazza • SVP of Digital Retail Solutions, FordDirect James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  2. The Evolution of Shopping Behavior Digital is driving a shorter purchase cycle 2013 2008 Dreaming Thinking Researching Deciding 20.9 million people 29.9 million people Months From Purchase Media Used TV Radio Magazines Newspapers Local Magazines Online Dreaming Thinking Researching Deciding 6 5 4 3 2 1 BUY Media Used Social Media Online Mobile BUY Digital Media Compresses the Car Buying Decision Timeline 15.6 million buyers 16.9 million buyers James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  3. The Evolution of Shopping Behavior share watch a video follow OEM sites search engines third party sites request a quote consumer review sites Dealer sites locate a dealer radio 24 compare models TV research touch points on average video sites +1 SOURCE: Vehicle Shopper Path to Purchase, Millward Brown Digital/ Google September 2013. James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  4. The Evolution of Shopping Behavior It’s about reaching consumers at the right time through the right channel – and creating an engaging and personalized customer experience James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  5. The Evolution of Shopping Behavior Now is the time to use the evolving digital trends and channels to drive growth and brand awareness 91% “SoMoLo Shopper” of all U.S. citizens have their mobile device within reach 24/7 Consumer who regularly uses social networks, apps, smartphones and location-based services as part of their shopping lifestyle (Morgan Stanley & Hubspot, 2012) James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  6. The Evolution of Shopping Behavior Dealer visit 8 9 % Test drive 8 9 % In Person Salesperson 8 2 % Family & friends 5 9 % Dealer sites 83% Manufacturer sites 81% +20% YoY Search engines 77% Third party sites 6 9 % Professional review sites 6 2 % Consumer review sites 5 7 % Online Regional dealer sites 5 6 % +23% YoY Online mapping tools 4 3 % Classified/listing sites 4 0 % +28% YoY Video sites 3 7 % Social media 3 7 % Newspaper sites 3 2 % Auction sites 2 6 % TV 5 3 % Newspapers 3 8 % Offline Magazines 3 5 % Flyers & brochures 2 7 % Radio 1 9 % Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices? Please select all options that apply for each source. N=1,591 (2013); N=1072 (2012) / RT2. Which of the following sources, if any, did you use to look for information on cars/trucks? N=1,591 (2013); N=1072 (2012) James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  7. Learning From Other Industries As other industries begin to focus on the customer experience and use it as a competitive differentiation, consumers are expecting this level of tailored and unique relationships while they shop When asked for one word that describes their organization’s customer experience: • CMO • SVP Marketing • SVP Marketing • “Authentic” • “Thoughtful” • “Wow” What would describe yours? James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  8. Learning From Other Industries Virtual experience Simplified POS (on demand) Where I want, when I want Ex: Amazon • Customer expectations have changed Personalized experiences Deep product knowledge Exclusive locations Interconnected personal profile Ex: Apple Store Address all senses Consistent appearance and customer service Everywhere (convenience) Ex: Starbucks Luxurious surroundings Exclusive service Pampering convenience Ex: Ritz-Carlton Hotels Source: Roland Berger James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  9. Evolving Your Digital Strategy to Meet Demands Businesses need to evolve their digital strategies to connect and engage with customers where and how they choose to shop James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  10. Evolving Your Digital Strategy to Meet Demands Setting the foundation with Gen Y James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  11. Evolving Your Digital Strategy to Meet Demands What is the brand that you are building for your dealership? Why do people come to you rather than going down the street? James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  12. Pinpoint Experiences to Build Relationships Tailored customer communication, via digital and print, is the first step to building the customer relationship and a strong customer experience New Customers Repurchase Conquest & Purchase Service & Nurturing James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  13. Pinpoint Experiences to Build Relationships As mobile adoption continues to rise, so does the consumer’s expectations on your mobile experience 2.55 internet users will be a part of a social network by 2017 (eMarketer) BILLION James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  14. Pinpoint Experiences to Build Relationships Digital tactics such as digital and social media advertising, SEO and retargeting can create customers for life James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  15. Pinpoint Experiences to Build Relationships Providing information in a variety of means, such as social media and mobile, allows you to connect directly with your customers PAID Result ORGANIC Result James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  16. Pinpoint Experiences to Build Relationships Customers desire a positive experience and reviews impact their perception of what their experience will be James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  17. Measure to Make a Difference Knowing how to measure what matters James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  18. Updating Your Customer Experience • Apply best practices from other industries • Identify how to deliver tailored content and engage with customers in a meaningful way • Pinpoint specific dealer services and experiences to build relationships with current and prospective customers • Measure the entire digital strategy to determine effective ROI James Casazza | FordDirect | SVP of Digital Retail Solutions | jcasazza@forddirect.com

  19. Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad. Contact Info James Casazza FordDirect SVP of Digital Retail Solutions jcasazza@forddirect.com Full Name: Company: Job Title : Email:

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