When does he think about his tires?
• He only thinks about tire replacement when his tires get worn-out (2-3years after purchase) or when he gets a flat. • When he needs to change his tires, he goes to the nearest tire shop. Or car repair shop. Or to the shop recommended by his dealer. He needs to replace 2 of his tires after driving 40-50k kilometers.
– CRM Master Plan – Acquisition Activities - Creative Strategy & Creative
• BFGoodrich Tires
– CRM Master Plan – Acquisition Activities - Creative Strategy & Creative
Objective
Soft-sell target. Educate about product. Influence perceptions.
Information Communication
Michelin Value Communication
Communication clearly outlines the benefits of maintaining the Michelin on your car AND the extended life, value, and safety which the Michelin product provides
• Preference Messaging „At the right time
Incentives for: • Recommendation
Dbase
Mileage per year Mileage and date of last tire change
• Data Collection
Car Model
•
•
•
Dealers: The role of CRM
• Prompt Michelin recommendation –Win their loyalty by driving consumers to their stores for other paid services –Provide incentive for recommending Michelin • Drive customer data acquisition –Provide incentive & mechanism for data collection
Lead Scoring (Sample)
Buyer Type
Non-Car Owner Car Owner with Michelin Tires New Tires 40K Kilometers Wear 40K Kilometers Wear 40K Kilometers Wear No intention to buy tires soon Intends to buy Michelin tires soon Intends to buy Competitors’ tires soon
Data Acquisition Process
Data Qualification Process
Qualification • Data collection vehicle will include qualification questions that
will identify prospects’:
COLD
No intention to buy tires soon
Intends to buy Michelin tires soon Intends to buy Competitors’ tires soon
Informational
40K Kilometers Wear
40K Kilometers Wear 40K Kilometers Wear
hot warm
Scoring model
cold
Customer Loyalty
Dealer Customer Non-Customer
Key factors for determining lead heat
Car Purchase Date Car Year Tire Type Mileage Brand of Tire Readiness to Purchase Intent to Purchase Brand of Tire Intent
Michelin: The Road to CRM
Your Brief
• Provide regional CRM strategy and master plan
– 2004 Test Markets: Japan, China
– 2005 Roll-out Markets: Australia, India, Indonesia, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand
• To reinforce equity and continue to establish the brand promise
Key Audiences
Consumers
Dealers
Basic Framework for driving brand choice
• Consumer Education
Score N/A COLD WARM HOT VERY HOT
Messaging
No Contact
Informational Informational Michelin Value Proposition Strong Offer
Car Owner with Competitor Tires New Tires
Consumers
Trade
Offers/Incentives
Consumers: The role of CRM
Combat Competitive Purchase High Medium Low No-Profit
Drive to Store Influence brand preference
WARM
HOT VERY HOT
Informational
Michelin Value Proposition Strong Offer
Competitive Owners receive harder-hitting offers. Copy addresses them differently.
• • • •
Dealer Strategy Processes for Regional Roll-out Costs & Return on Investment Timings & Team Structure
Your CRM Objectives
• To build intimacy and loyalty with consumers through CRM programs for Michelin Group brands, Michelin & BFGoodrich
Consumer Data Acquisition Process
Leads via programs, events, dealers, Internet, etc
• Mileage • Tire Brand • Car Model • Etc..
very hot
Central Dialogue
Encourage re-purchase
Build loyalty
Increase Value Volume Sales
Upsell Cross-sell
Retention
Consumers: The role of CRM
• Educate the consumer & create brand preference – Why they should care about which brand of tire they choose – Why Michelin is the right tire for them and their driving needs Prompt Michelin purchase – Know when customers/prospects are ready for tire purchase – Drive them to an outlet that will recommend Michelin Cross-sell other dealer services – Win dealer loyalty & solidify relationship between prospects & our dealers; car owners return again & again to the same dealer Build ongoing loyalty – Create bond between customers and Michelin to encourage repurchase and upgrade
– Propensity to buy – Brand preference Scoring Model • A scoring model will yield values that indicate a buying likelihood