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CRM @ PorscheAccelerate Marketing and Sales with Data-Driven InsightsPatrick GärtnerManager Customer RelationsDr. Ing. h.c. F. Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche1
Our product range: the strongest and most attractive model range in our historySource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche2
Dr. Ing. h.c. F. Porsche AG: Engineering Company & Fascination Sports CarsRational performance promiseEmotional performance promiseExclusiveGerman engineering The Porsche and PiëchfamiliesInventiveSportyFunctionalDr. Ing.QualityPassionAwesome soundAuthenticEfficientAttractiveDriving pleasureConcept harmonyFastFascination Sports CarsHigh-performanceAgileAdvanced technologyInnovative ideasAchievable dreamIndividualLuxuriousMember of an exclusive communityTimeless designSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche3
Facts & Figures (January to December 62.579RevenueOperatingresultbn eurosbn eurosSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche4
With an optimal balance of vehicle deliveries among sales regions whileoperating in a total of 125 marketsDistribution of Customer Deliveries in 2013AmericaEuropeAsia31 %32 %37%Source: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche5
Current and future trends in automobile industry result in continuouslychanging customer needs and expectationsDemographic changeSustainability & Alternativedrive technologiesMaterial shortageShifts in purchasing powerUrbanisationChanging world of workEnvironmental regulationsDigitizationSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche6
Porsche Strategy 2018: With „Customer Experience“ as key componentServing over 5 Mio. customersand prospects worldwideUnderstanding our customerneeds and expectationsManaging over 80 Mio. customertouch points every yearHarmonious coordination of allrelevant customer processesSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche7
Key challenge: Provide a unique and highly individual purchase and ownershipexperience – every day, at every touch pointPre-purchase & Purchase PhaseOwnership PhaseRe-purchase PhaseGlobalNationalCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche8
Porsche solution: Holistic CRM approach with consolidated data, integratedprocesses and globally coordinated customer touch pointsHolistic „360“ CRM@Porsche data and process platformIntegrated ProcessesPorsche Customer JourneyPorscheAGPorscheWholesalePorsche DealerIntegrated processesCustomer DataVehicle DataRelationship DataTransactional DataOne process and dataplatformDelighting CustomerExperienceSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche9
Example “Porsche Follow-up Mailing”:CRM@Porsche enables highly individualized customer contactsFocus: CustomerProcess PorscheResult: ExcitementProcess: Follow-up Mailing„Truly exceptional.“Customer ContactVehicle Configuration at the DealerConsolidation of all relevant dataCreation of one-of-a-kind mailings foreach customerHigh quality digital print Highly individualized mailingafter the vehicle configuration Unique and dealer-integratedprocess, thus fully automatedSpecial frankingDispatch in the name of the dealer„That is Porsche inperfection und exclusivewhere others just providejust standard.“„Wow – that‘s trulyPorsche!“„That piece reallysurprised me - Thanks!“Customer: Receives Follow-up MailingSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche10
Example “Predictive Customer Segmentation”:Can we identify customers today, who will most likely buy a Porsche tomorrow?Focus: 100% relevance to the customer & most efficient allocation of budgets Analyzing customer, vehicle and relationshipdata to identify purchasing patterns Target only those customers that have a highpurchase affinity – thus are “in the market” 100% „relevant“ customer communication 100% “optimized” budget allocationSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche11
Next Generation CRM@Porsche: Make use of the HANA technology to combinereal-time segmentation with real-time predictive analyticsCustomer Segmentation in real-timeApplying Predictive AnalyticsMain benefits: Seamless and highly efficient integration of real-time segmentation with predictive modeling Facilitate highly individual customer care programs by customer centric segmentation processSource: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche12
Let’s never forget It’s all about the customer!Source: Porsche AGCustomer RelationsPatrick Gärtner Porsche AGCRM @ Porsche13
drive technologies . Shifts in purchasing power. Changing world of work . Digitization . . Holistic „360“ CRM@Porsche data and process platform . Source: Porsche AG . Delighting Customer Experience . One process and data . Next Generation CRM@Porsche: Make use
