CADILLAC AFTERSALES EXPERIENCE Kerry Bruce Marsee Manager of
CADILLAC AFTERSALES EXPERIENCE Kerry Bruce Marsee Manager of Cadillac Aftersales Strategy October 2017
CONTENTS I. 2017 • The Pinnacle of Luxury • The Cadillac Way • The Cadillac Remote Field Force • The Cadillac Academy II. 2018 and Beyond • The Connected Experience 2 GM CONFIDENTIAL
THE PINNACLE OF LUXURY 3 GM CONFIDENTIAL
THE PINNACLE OF LUXURY: DEFINING EXPECTATIONS BOTH CADILLAC AND PREMIUM CSI SCORES INCREASED IN 2016 • Cadillac at 865 and Premium at 859 • Cadillac outpaced by Lincoln and Porsche rd 3 th 5 • Insight to the Luxury segment Customer Experience 4 GM CONFIDENTIAL
THE PINNACLE OF LUXURY: DEFINING EXPECTATIONS USE OF COMPLIMENTARY LOANER (JD POWER 2016) VEHICLE RETURNED CLEANER (JD POWER 2016) • C-6: Guaranteed Service Loaner • C-9: Vehicle Condition at Delivery 5 GM CONFIDENTIAL
THE PINNACLE OF LUXURY: A LIVING DOCUMENT FOCUSED ON PROVIDING THE PINNACLE OF LUXURY SERVICE AND CONTINOUS IMPROVEMENT • C-6 Guaranteed Service Loaner – Tier 1 (Effective 9/27/2017) – Requirement was to provide an SUV Loaner to an SUV Owner – Revised to providing a Cadillac Service Loaner to an SUV Owner – A Customer must select #1 -8 in response to “What model were you offered? ” on their CSI survey 6 GM CONFIDENTIAL
THE CADILLAC WAY 7 GM CONFIDENTIAL
THE CADILLAC WAY: GUIDING PRINCIPLES RE-ESTABLISHING CADILLAC AS A PREMIER LUXURY BRAND IS THE NUMBER ONE IMPERATIVE • A unified depiction of the Customer journey • Partnering, as one Cadillac Team, through operational and cultural excellence to deliver the exceptional • The Cadillac Way guide is a resource to inspire our daily interactions • Creating lasting memories through emotion and senses • The Customer ultimately determines the quality of their Cadillac experience based on the sum of their interactions with the brand 8 GM CONFIDENTIAL
THE CADILLAC WAY: BOLD PRINCIPLES BE THE BRAND • Share your passion • Know and learn the Cadillac lifestyle OWN THE EXPERIENCE • Provide a personal experience LEAD, TAKE INITIATIVE • Anticipate the next step • Collaborate as a team DELIVER THE EXCEPTIONAL • Create a touch of surprise • Express gratitude 9 GM CONFIDENTIAL
THE CADILLAC WAY: MOMENTS GOODWILL TOOL EMPOWERMENT TOOLS THAT ELEVATE THE CADILLAC CUSTOMER EXPERIENCE • Personal Experience vs Group Experience • Delivering the Exceptional THE CADILLAC MOMENTS TOOL • Up to $500 per event to overcome Customer Dissatisfaction as connected to a specific Repair Order • Eligibility by Cadillac VIN • Expanded beyond late-2016 “national pilot” focused on SRX CUE • Communication GCUS-9 -3887 released on April 17 th, 2016 10 GM CONFIDENTIAL QUESTION: If a sticker (like those above) are on the back of a customer’s Escalade, and we are extending Cadillac Moments… our best choice perhaps? 1. Gift Card for Starbucks 2. Certificate for a Spa Day 3. Tickets to a MLB Game
THE CADILLAC REMOTE FIELD FORCE 11 GM CONFIDENTIAL
THE CADILLAC REMOTE FIELD FORCE ONE POINT OF CONTACT PROVIDING 100% CADILLAC DEALER COVERAGE THE TEAM • 7 combined sales and aftersales representatives and 1 supervisor • Each representative will be assigned a specific list of dealerships • Each representative will collaborative with their dedicated region • Will utilize multiple forms of communications • Located at CCA World Headquarters (Grand Blanc, MI) 12 GM CONFIDENTIAL
ROLES AND RESPONSIBILITIES 13 GM CONFIDENTIAL
THE CADILLAC ACADEMY 14 GM CONFIDENTIAL
CADILLAC ACADEMY: CURRENT CURRICULUM Course ID VVM 00. 016 -0 D VCA 03. 017 W 2 VCA 03. 017 W 1 VCA 01. 017 W 2 VCA 01. 017 W 1 VCA 04. 017 W 2 VCA 04. 017 W 1 VCA 05. 017 W 2 VCA 05. 017 W 1 VCA 06. 017 W 2 VCA 06. 017 W 1 VCA 02. 017 W 1 SPT 03. 016 -0 D 2 Course title Managing Service Appointments and Online Communication Service Drop-off & Concierge Managing Service Drop-off & Concierge Vehicle Assessment: Multi-Point Vehicle Inspection Managing Vehicle Assessment: MPVI and Menus Proactive Communication During Service Managing Proactive Communication During Service Courtesy Transportation During Service Managing Courtesy Transportation During Service Re-delivery & Concierge Managing Service Follow-up 2017 MY Cadillac Product Line Overview (Non-Sales) Format WBT WBT 13 ALL NEW AFTERSALES COURSES LAUNCHED IN 2017 • 6 for Managers, 6 for Consultants, and 1 for All-Non Sales • Cadillac Moments (including The Cadillac Way) available 4 Q 17 15 GM CONFIDENTIAL
CADILLAC ACADEMY: CONTENT DEVELOPMENT AFTERSALES COURSES IN DEVELOPMENT 4 Q 17 EARLY PLANNING 2018 16 PRESENTATION TITLE │ DATE │ GM CONFIDENTIAL
CADILLAC ACADEMY: SUPER CRUISE THE 200 HIGHEST VOLUME DEALERS WILL BE DELIVERED THE SUPER CRUISE EXPERIENCE (TRAINING) • All customer facing roles are encouraged to attend • Highly recommended that Technology Experts attend 17 PRESENTATION TITLE │ DATE │ GM CONFIDENTIAL
THE CONNECTED EXPERIENCE 18 GM CONFIDENTIAL
THE CONNECTED EXPERIENCE: INTEGRATION IMPORTANCE OF DIGITAL TOOL UTILIZATION IS A KEY ELEMENT IN ENHANCING THE LUXURY CUSTOMER EXPERIENCE • Throughout 2018, there will be the introduction of multiple connected experience digital applications focused on mobile and in-vehicle users • None of the mobile/online tools are possible without coordinated data sharing through integration • 36% of Cadillac dealerships have Gold or Platinum level integration 19 GM CONFIDENTIAL
THE CONNECTED EXPERIENCE: INTEGRATION IMPORTANCE OF Mobile Online Service Appointments (App Features) • Appointments (View, Change, and Cancel) • Service Recommendations • Concierge Services • Self Check In Diagnostic Trouble Codes Remote Tracking (App Features) • Displays All Active Conditions • Vehicle Status in Service Process • Allows Service to Review Prior to Visit • Aids in Diagnosing Remote Approval (App Features) • Service Pictures • Video • Remote Approval In-Vehicle Service Scheduling Mobile Online Payment (App Features) • Initial Scope Oil Life and Recalls • Online Payment 20 GM CONFIDENTIAL
Thank You Kerry Bruce Marsee Cadillac Manager, Aftersales Strategy kerry. b. marsee@cadillac. com 21 GM CONFIDENTIAL
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