1 French Market -Piaggio Mp3 Caring Case History

2 Why France? European market with positive trend Very competitive environment where customer loyalty is crucial for the next years. Why MP3? Key model in France Word of mouth (more than 20% of MP3 sales comes from relatives & friends’ advices) High profile and high demanding customers’ (over 40 / employee – managers ) For many of Mp3 owners this is the first motorcycles (customer comes from car segment) Most of Customers comes from our competitors Reasons why

3 Customer Piaggio CRM Database Final customers and Vehicles DATABASE Activities and prospect Customers DATABASE Piaggio Marketing Intellingence Initiatives and promotions DATABASE

4 Sellout and Risky Customers Analysis We analyzed the CRM database in order to identify risky Customers, and we have created our target as follow: Inside the risky cluster, we identify 3 different priority levels (HIGH – MEDIUM and LOW) based on Warranty intervention and Number of complaints arrived to the Contact Center. SEGMENTATION TARGET

5 Caring Result Contacted customers 90% 56% Already solved Problems Customer experience interviews 25% Unsolved Problems: A Free Check-up was offered in order to investigate 10% Sold Vehicle 9% Refused interview Customers untraceable 10% Due to wrong phone numbers in sell out declaration made by Our Dealers. This issue was discussed with our Sales Department. INITIAL TARGET

6 Reasons for selling the vehicle Why did you sell your vehicle ? 10% of Risky customers sold their vehicles From thiis information we understood that caring must be carried out within 2 years from the purchase

7 Caring Activity Results Customized Activity Already solved Problems Unsolved Problems: A Free Check-up was offered in order to investigate Customers interviews result shows that most of them feels closer to our company and declares that, in case of replacement, Piaggio will be at the top its list. We will be checking… ……………………To be continued!!