This document outlines a proposed customer relationship management (CRM) program for Mitsubishi. It discusses dividing customers into phases of a buy cycle from suspects to owners to defectors. It proposes objectives, strategies, and communication plans for each phase to increase sales and loyalty. Key aspects include integrating CRM with advertising, dealers, and call centers to build long-term relationships across the customer journey.
2. Your CRM Team Mitsubishi CRM Internal Leadership, Direction and Coordination Mitsubishi CRM Internal Leadership, Direction and Coordination Agency Lead (Strategic Planning, Program Development, DM and EM Execution and Management) Harte Hanks Data Management Advertising Lead PhD Media Lead Interactive Lead (Website and Online Media)
3. Partnering with Mitsubishi Agency Overview Working with Mitsubishi SOW and Projects (To-date and moving forward) Dedicated Staff (Note: to follow from Greg)
5. Customer Buy-cycle Phases Customer “Journey” Suspects Potential conquests – targeted customers who are not currently Mitsubishi owners or shoppers (broadest opening of the Sales Funnel)
6. Customer Buy-cycle Phases Customer “Journey” Prospects “ Handraisers” – former “Suspects” who have actively indicated an interest in Mitsubishi (have moved down the Sales Funnel to Consideration) “ hot” vs. “cold” prospects
7. Customer Buy-cycle Phases Shoppers Visiting dealerships – to view models, test drive, negotiate and possibly purchase Customer “Journey”
8. Customer Buy-cycle Phases Owners: Honeymoon First 90 days after purchase – happy and proud of their purchase; enjoy every time they drive; show off their new car Customer “Journey”
9. Customer Buy-cycle Phases O P P O R T U N I T Y set tone for brand relationship build dealer service habits generate referrals Owners: Honeymoon Customer “Journey”
10. Customer Buy-cycle Phases Owners: Evolving After first 90 days up to three years “magic” wears off (car becomes transportation); notice problems; ongoing maintenance/service needs Customer “Journey”
11. Customer Buy-cycle Phases build customer satisfaction, loyalty, pre-disposition to re-purchase ongoing communications recognition and reward Owners: Evolving Customer “Journey” O P P O R T U N I T Y
12. Customer Buy-cycle Phases Owners: Mature After three years of ownership – customers may hold onto car (up to 5+ years, depending on model / socioeconomic level); possibly higher service usage; considering new car Customer “Journey”
13. Customer Buy-cycle Phases continue loyalty communications identify in-market timing Owners: Mature Customer “Journey” O P P O R T U N I T Y
14. Customer Buy-cycle Phases Customer “Journey” Owners: Renewal Up to twelve months prior to new purchase – owners begin “looking” and anticipating; eventually considering and shopping
15. Customer Buy-cycle Phases preempt competitive consideration incent and reward owners make it easy to repurchase Mitsubishi Customer “Journey” Owners: Renewal O P P O R T U N I T Y
16. Customer Buy-cycle Phases Disposers First six months after selling Mitsubishi model Customer “Journey”
17. Customer Buy-cycle Phases win-back offer ongoing incentives Disposers Customer “Journey” O P P O R T U N I T Y
18. Customer Buy-cycle Phases Customer “Journey” Defectors Beyond six months after disposing of Mitsubishi model
19. Customer Buy-cycle Phases “ stay in touch” for later win-back Mitsubishi as additional HH vehicle Customer “Journey” Defectors O P P O R T U N I T Y
20. Customer Buy-cycle Phases BUY-CYCLE TIMING 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Owners DEALERS
26. Measurable Objectives for each Buy-cycle Phase BUY-CYCLE OBJECTIVES Generate Prospects (Handraisers) Drive Dealer Traffic Purchases/ Leases Referrals Dealer service Increase predisposition to re-purchase Multlple purchases Re-Purchase Win-Back Win-Back Owners DEALERS
27. Setting Objectives = What Should CRM Do? BUY-CYCLE Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
28. Setting Objectives = What Should CRM Do? BUY-CYCLE ANSWER In general… Increase universe size for most/all periods, in ROI-positive fashion Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months
29. Setting Objectives = What Should CRM Do? BUY-CYCLE Number of potential (re-)purchasers Owners DEALERS 12 months out 90 days 90 days- 3 years 3+ years 6 months beyond 6 months Today 1% purchase at least twice After Full CRM Implementation 2% purchase at least twice For Every 100 Prospects Going Into The Funnel
30. Strategies for each Buy-cycle Phase BUY-CYCLE STRATEGIES Targeted DM, Online and Advertising Qualify Handraisers Test Drive Incentives Test Drive Incentives Purchase Option and Service Packages Establish relationship “tone” Reinforce purchase decision Create service habit Encourage referrals Build brand loyalty Deliver ongoing value Reinforce service habit Create two-way dialogue Identify in-market timing Provide compelling reasons to trade-in/re-purchase Cross-sell multiple vehicles (increase “share of garage”) Pre-empt competitive shopping Stimulate early consideration Demonstrate benefits of loyalty Loyalty incentives Stay in touch over long-term Incentives to re-purchase Owners DEALERS
56. Measurement Reporting, Analytics and Decision Support Measure and analyze #’s, percent and ROI for following: Lead Generation (“Hand Raisers”) Dealer Visits Sales Conversion Predisposition to repeat purchase Repurchase Win-Back Win-Back
57. You are logged in as: CMarshall CRM II Buy Cycle Dashboard CRM II Buy Cycle Dashboard Click on a buy cycle phase to drill-down Year-to-date stats as of: 9/15/05 eLeads 2432 7% Hand-Raisers 469 2% Conversion Rate 469 2%
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62. The End-Game Build 3-Way Relationship CRM Program Customers Dealers Mitsubishi With CRM Program as “engine” Communication Communication Communication