Date post: | 18-Jan-2017 |
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Copyright © 2016 Accenture All rights reserved. 2
China has now the world’s largest netizen population and the largest e-commerce market
Value of China’s online shopping
market at USD 440 billion
440
Online shopping accounts for 10.7% of total consumer
goods sales vs. USA 6.6%
10.7%
Social media app. WeChat has more than 600 million
active users
600
More than 642 million internet users,
the largest netizen population worldwide
642
More than 527 million mobile internet users
527
China’s “Netizens” spend 25.9 hours online every week
25.9
Online market volume in 2014
440
300
52
China USA Germany
Netizen population in 2014
642
280
72
China USA Germany
Unit: million
Unit: billion USD
Source: World Bank, United Nations, U.S. Commerce Department, Ministry of Commerce People’s Republic Of China, National Bureau of Statics of China, CNNIC, Tencent financial report
Copyright © 2016 Accenture All rights reserved. 3
With a large population of “always on” consumers,the digital eco-system is evolving rapidly in China
Cloud solutions provide alternative service models, e.g. platforms and applications as a service, enabling new levels of scalability, flexibility and responsiveness
Social media and collaboration technologies in Marketing, CRM or Sales systems enable relationship building within and beyond the organization.In China there are many social media channels for different markets (e.g. food, travel, business, music)
Analytics/ Big Data How insight
is created
CloudHow things
are delivered
SocialHow things
are discoveredVehicle on Cloud enables OEMs to set up an automotive ecosystem at lower cost of ownership
Analytics within the application architecture enable generation of new insights and information, support of public opinion monitoring and service optimization
Smart devices, innovative apps and 3G/4G mobile Internet provide flexibility to shop, read and chat anywhere at any time
MobilityHow things
are consumedTelematics play a vital role in connected vehicle services and enable bi-directional communication between customers and OEMs
DIGITAL BUSINESS
Copyright © 2016 Accenture All rights reserved. 4
Innovative digital players are reshaping customer experience and redefining business models
Digital Behaviors New Business Models Derived newer business models
Copyright © 2016 Accenture All rights reserved. 5
Digitization is drastically redefining customer experience management in all key dimensions
1
5
3
6
4
Provide personalized content based on previous purchased
data
Customer experience,Digital performance optimization
Convert “Branding” to Sales (Social identity, authority authorized, group
purchase)
MarketingplatformListen and understand
“online / offline consumers”
Executive insights,predictive analyticsVender and dealer
2
Capability
CRM – Big Data
Awareness
Browse
Visualization
AdvocateTrust
Purchase
Anonymous
Broadcast
Initiative
Pause
Measurements
Position
Digital marketing,(SEO/ SEM/ Web pages), social ads and community
Integration,development,
innovation
Acquisition
Engagement
Sales
Post-Sales
Commitment
Copyright © 2016 Accenture All rights reserved. 6
Changing consumer behavior and competitive dynamics pose both challenges and opportunities
• User preferences change – customers want digital services
• Data is the future currency – consumer show willingness to share
• Industry boundaries are shifting – service providers establish direct client interaction
• Investment areas: Business Model Innovation and Product Innovation
• The car as "ultimate mobile device" – new players disrupt the market place based on service-oriented and data driven business models
Copyright © 2016 Accenture All rights reserved. 7
What will be the next-generation car customers look like and what do they want?
That kid – the one in the back of the SUV with the iPad – is the automotive industry’s worst enemy.
(Bloomberg)
“”
Copyright © 2016 Accenture All rights reserved. 8
Fast development of connected car technology and its new applications have created a new biz platform
1st Generation
2nd Generation
3rd Generation
?
Open Platform USB Jack Multimedia Player
Interface Web browser Wi-Fi Text Reader Third party partnerships
Location-based services Intelligent POI, family
tracking Voice enabled social
networking Real time traffic &
weather On-demand in-vehicle
entertainment Mobile app integration
Future Innovations of Connected Cars Full internet capability On-demand in-vehicle
entertainment Advanced Driver Assistance
Systems Augmented reality
Today…Tomorrow…
Safety & Security Voice Navigation Remote Unlock Concierge Services Vehicle Diagnostic Stolen Vehicle Recovery Bluetooth
Copyright © 2016 Accenture All rights reserved. 9
Auto companies should consider two strategic dimensions that unlock value via Digitization
Strategic Options1) Business as Usual: Manage risks arising to existing business model(s) from digital activities of competitors2) Partial Digitization: Realize EBITDA opportunities through digitization of existing value chain3) New Business Models: Realize EBITDA opportunities through development of new revenue streams enabled by a new value chain
Value AreasDigital Customer: Apply digital technology to address customers in a more sophisticated way to increase revenues and profitabilityDigital Enterprise: Decrease costs of the existing value chain’s primary functions (e.g. R&D) as well as support functions (e.g. HR)Digital Business: Digitize your current business model or develop new business models generating profits based on digital technology
DigitalEnterprise
Internal Focus
Exte
rnal
Foc
us
Digitize Operations
DigitizeCustomer Experience
Digital Customer
DigitalBusiness
Disrupt (Sub-)Market(s)
Partial Digitization
New Business Models
Business as Usual
1
2
3
Copyright © 2016 Accenture All rights reserved. 10
Digitization of customer experience in the whole journey of lifecycle management is just taking place
Specific use cases
Physical experience
Targeted research(actual purchase interest)
Consideration
PurchaseConfiguration/price negotiation car & downstream
Waiting phase
Purchase/sale
Hand-over
Use and AfterSales process
Sale/new purchase & FS retention
General info gathering (no immediate purchasing interest)
Awareness...
......
...... NEW
Usage Repurchase
Cross-Market Sales Funnel KPIs
Data Quality Reporting
Customer Service Operational Reporting
Customer Service Agent Performance Reporting
Marketing Campaign Efficiency Reporting
Channel Reporting (Customer Activity)
Lead and Prospect Qualification
Sales Talent Analytics
Customer Service Capacity Planning
Contact Routing Optimization
Statistics about vehicle and driving behavior
Expected Re-Purchase Date
Service Recommendation
Crisis Detection
Social Network Analysis
Segment-based Contact Strategy
Churn Analytics
Test Drive Model Forecast
Configuration Recommendations
Website Personalization
Next Best Offer
Marketing Optimization
1
2
3
4
5
6
7
8
9
10
12
13
14
15
16
1718
11
19
20
21
22
23
Cross- and Up-Sell Analytics
Overall use cases
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Integrated content mgmt. and multi-channel mgmt. are key to effective digital sales & digital marketing
Mobile APP
Pop-up storelocation
Mul
ti-c
hann
el e
xper
ienc
e in
tera
ctio
n
My CAR
Call Center
E-commerce
Improved sales
3rd party data
Inventory Management.
Task plan
Activities executionConnectivity
Service data
Online behavior
data
3rd party data
Sales data
Online & offline data
integration
Marketing activity
data
Parts data
Data warehouse
Service data
Policy Process Marketingactivities
Sales strategy
CustomerBetter experience
DealerEfficient
operation
OEMFlexible policy
Copyright © 2016 Accenture All rights reserved. 12
Data becomes ever more powerful only if being connected – data connectivity to be improved
External data Internal data
Available external data
Unionpay payment
data
Website browsing records
WeChat payment
data
Ali-pay payment
dataMobile App
using records
Transportation records
(airline, rail, etc.)
Accommodation records
(hotels booking, etc.)…
Data links:Mobile
phone, MAC address, etc.
DMS
CRM
POS
…
Copyright © 2016 Accenture All rights reserved. 13
Business model innovation towards a more service-orientation becomes increasingly important
1CAR SHARING SERVICE• Alternative service for private
transportation• A new fashionable lifestyle for
younger generations
2VEHICLE SERVICE• Vehicle related items
incl. parking, fuel charge, repair service etc.
• Exclusive discount or resource availability
3CHARGING SERVICE• Charging facility
location• Charging meter
package and high usage discount
4NEV add-on• NEW add-on mobility service
(combustion engine vehicle rental)• Short term substitution for NEV
with other conventional models
6ONE-APP for CITY LIFE • Everything needed in
your city: travel guide, ATM location or even restaurant tips (covers all daily needs in city life)
5CONNECTED VEHICLE & PERSON• Connected vehicle – OBD,
digital content, CRM etc.• Connected person –
location based service (part of social media)
MOBILITY SERVICE
P
Copyright © 2016 Accenture All rights reserved. 14
• What will be the future customer needs?• What type of business models can be realized beyond
traditional “hardware” in the context of service transformation?
• What is my partnership strategy to bring together the right set of competencies?
• How to achieve shorter innovation cycles, higher agility?• How to build up the right competencies?
To cope with the challenges, car manufacturers need to address a few key questions proactively
Copyright © 2016 Accenture All rights reserved. 15
To successfully digitize customer experience, six key areas need to be taken into consideration
Integrated
Journey Design
Personalized Digital
Experience
ContinuousCustomer
Access
DigitalInteraction
Management
SocialEngagement
DigitalIntelligence
16
5 2
34
Ensure a seamless customer journey!
Make it relevant. Make it personal!
Maximize availability and convenience for 24/7-Customers!
Listen, learn and use social media
activities!
Move beyond transactions
to digital relationships!
Digital Business
Define and continuously use
predictive analytics!
Copyright © 2016 Accenture All rights reserved. 16
A well thought-through digital strategy and organization transformation is needed to win in future game
Digital Trends & Visioning
BusinessModel
CustomerExperience
Digital Enterprise
People & Innovation
• Explore• Educate• Engage
“Engage me with the art of the probable”
• Reinvent my business
• Disrupt or be disrupted
“Disrupt my industry”
• Customer engagement
• Products as Services
“Excite my customers”
• Do more with less
• Increase collaboration
“Redraw my operations”
• Build a Digital culture
• Adopt Digital ways of working
“Build a Digitally native
organisation”
How I can use Digital to…
Motive
17
DisclaimerThis report has been prepared by and is distributed by Accenture. This document is for information purposes. No part of this document may be reproduced in any manner without the written permission of Accenture. While we take precautions to ensure that the source and the information we base our judgments on is reliable, we do not represent that this information is accurate or complete and it should not be relied upon as such. It is provided with the understanding that Accenture is not acting in a fiduciary capacity. Opinions expressed herein are subject to change without notice. It is not intended to provide advice on your specific circumstances.
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