2. JOHN KONKEL
DIRECTOR
GM Global Retail In-Vehicle Technology

3. In-Vehicle Technology

4. Siri Android Auto 4G LTE OnStar Smartphone Android Google ParkAssist
Bluetooth
Vehicle Health Diagnostics
Service/Status Alerts
4G LTE
Built-In Apps
Touch Screen
Heated Seats
Heat/Air Conditioning Controls
Voice Recognition
Low-speed Collision Avoidance
OnStar
Siri
Park Assist
Automatic Parking System
Android
Blind Spot Warning
Radio
Lane Keep Assist
ParkAssist
Multimedia Controls
Factory Installed Navigation
Smartphone
Adaptive Cruise Control
Apple CarPlay
Customization/Personalization
Voice to Text
Cooled/Ventilated Seats
Massaging Seats
Android Auto
Apple
Heads-Up Display
Instrument Cluster Menu
Smartphone Navigation Vehicle Interface
Google
Rear Seat Entertainment System

5. 2005

6. 2013

7. “
…the auto industry will change more in the next five years than it has in the last 50. ”
Mary Barra Chairman and CEO, General Motors

8. In-Vehicle Technology is the Top Selling Point for
39%
OF AUTO BUYERS
74%
OF MILLENNIALS
Say a car MUST HAVE INFOTAINMENT TECHNOLOGY in order for them to consider it

9. OUR STRATEGIC PRIORITIES
EARN CUSTOMERS FOR LIFE
GROW OUR BRANDS
LEAD IN TECHNOLOGY AND INNOVATION
DRIVE CORE EFFICIENCIES
CULTURE TO WIN

10. Buick-GMC VIP Immersion
5/19/2016
Question: It sounds like GM also wants a better partnership with retailers as it approaches all these changes.
Answer: Absolutely, I see our dealer network as a tremendous benefit. The vehicle is only getting more and more complex. People buy smartphones, and they make their appointment to go spend time at the Genius Bar. Think about how complex your vehicle is, and it's going to get more so. What's better than to have that relationship with a local person who can teach you? I spend time with a lot of dealers. They get it, and they want to be a part of it. 
“WE CAN LEAD AND DISRUPT OTHERS”
In-Vehicle Technologo

11. The Transformation Dilemma
Buick-GMC VIP Immersion
5/19/2016
The Transformation Dilemma
TECHNOLOGY CHANGES EXPONENTIALLY
RATE OF CHANGE
ORGANIZATIONS CHANGE LOGARITHMICALLY
TIME
In-Vehicle Technologo

12. The Transformation Dilemma
Buick-GMC VIP Immersion
5/19/2016
The Transformation Dilemma
TECHNOLOGY CHANGES EXPONENTIALLY
RATE OF CHANGE
ORGANIZATIONS CHANGE LOGARITHMICALLY
TIME
In-Vehicle Technologo

13. The Transformation Dilemma
Buick-GMC VIP Immersion
5/19/2016
The Transformation Dilemma
TECHNOLOGY CHANGES EXPONENTIALLY
RATE OF CHANGE
ORGANIZATIONS CHANGE LOGARITHMICALLY
TIME
In-Vehicle Technologo

14. The Transformation of the Organization
Transactions
Relationships
Driven by price
One-way communication
Short term, focuses on immediacy rather than intimacy
Win their hearts / win them forever
Develop connection, understand preferences, deliver experiences
Longer term focus / loyalty

15. Dealership is Key!
The customer needs to be shown the technology to appreciate its value
An in-dealership technology expert brings this technology to life for the customer

16. ASHLEY CLARK
Lead Connected Customer Specialist

17. Live Demonstration Owner Center – my.chevrolet.com myBrand App
Basic Plan

18. Owner Center Demo

19. Mobile App Demo
Merge best capabilities of OnStar RemoteLink mobile app and myBUICK and myGMC owner apps for one cohesive app

20. OnStar Basic Plan

21. OnStar Basic Plan Key Fob AtYourService Remote start/stop
Remote lock/unlock
 Destination Download
Advanced Diagnostics
DMN
Smart Driver
Low Mileage Discounts
AtYourService
Schedule Service
Preferred Dealer

22. Customer Benefits Eligible Vehicles:
2006 – 2010 MY vehicles receive “3 Months On Us”
2011 – MY vehicles receive “3 Months On Us” Year Basic Plan
4GLTE equipped vehicles receive 3g of data with their trial
This is a value of over $100 the customer receives FREE with the activation of their vehicle!
Surprise and delight your customers!

23. Service Lane Opportunity
earnPower reactivation incentive program expanded to all dealership employees
Dedicated OnStar field team deployed to assist dealers in activating dormant service customers
Upcoming Service Coupon “Winback” Program

24. Dealer Benefits
Activating the 3 month trial & 3 year Basic Plan on dormant service lane customer vehicles will increase DMN leads
Each DMN opt-in is worth $1,200 in customer pay R.O. value over the 3 year basic plan period
Provides the opportunity to “Winback” customers who have not visited the service department in the last 12 months
Service BDC can utilize the available manifest list to drive customers back to the service lane
Wow customers with 3 years of Brand App key fob services at no charge

26. Our Three-Pronged Approach
Connected Customer Specialist 1
Connection Center 2
Dedicated Delivery Coordinator 3
Create both a customer-centric and technology-centric culture within the dealership!

27. Connection Center
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28. AN “OWNER” OF THE TECHONOLGY IS KEY
Buick-GMC VIP Immersion
5/19/2016
AN “OWNER” OF THE TECHONOLGY IS KEY
A “Dedicated Delivery Coordinator” supports the sales process and the “sales to service handoff”…
After the test drive
At delivery
Re-delivery
Technology Clinics
Service Lane
In-Vehicle Technologo

29. Video: Dedicated Delivery Coordinator
Buick-GMC VIP Immersion
5/19/2016
Video: Dedicated Delivery Coordinator
In-Vehicle Technologo

30. Video 1 – view here

31. Value of a DEDICATED DELIVERY COORDINATOR
Buick-GMC VIP Immersion
5/19/2016
Value of a DEDICATED DELIVERY COORDINATOR
Monetizes the potential
Uses actual dealer inputs
Calculates opportunity costs
Calculates revenue opportunities
Provides compensation framework
In-Vehicle Technologo

32. Technology Customer Clinics
Educate owners about their in-vehicle technology
Ensure every customer understands how to operate their in- vehicle technology
Leverage the Connection Center to keep team members and customers connected to in-vehicle technology

33. Video: Customer Technology Clinics
Buick-GMC VIP Immersion
5/19/2016
Video: Customer Technology Clinics
In-Vehicle Technologo

34. Video 2 – view here

35. Buick-GMC VIP Immersion
5/19/2016
How We Will Win
GM is leading with new in-vehicle technology – TODAY
We need to transform our organizations to deliver this technology to our customers – NOW
Dedicated delivery coordinator plays a key role in technology usage and building the customer relationship
Demonstrating technology increases usage and value
Connection Center is an effective demonstration tool
Build “sales to service handoff”
Digital Showroom Immersion

36. Q&A

38. KELLY O’NEILL SENIOR MANAGER
Certified Service Customer Care and Aftersales

39. Hosting Car Care Clinics to Boost Customer Loyalty

41. Service Engagement Drives Sales Retention
YOUR service customers are 2x more likely to BUY ANOTHER VEHICLE from you!
It costs 10x more to attract a new buyer than it does to RETAIN AN EXISTING ONE

42. Drive for Knowledge – Vehicle Care Seminar
Opportunity: Present vehicle care and routine maintenance knowledge during “goodwill” dealer event
Focus: Empower customers with vital vehicle care knowledge. Create confidence in the service department and behind the wheel
Primary Audience: Current vehicle owners (BNSR)
Customized “Drive for Knowledge” Clinic Materials:
First class direct mail – Epsilon Quick Strike
Optional follow up via eStrike
Manifest Lists
CSSR Playbook integration
Live agent reservations & reminder calls *optional
Customer premium
Dealer event implementation guide
Participant guide

43. Comprehensive Event Planning
Epsilon program execution
Event enrollment to post-analytics
Epsilon Dealer Marketing Consultant support to reach specific customers
100% CUSTOMIZABLE
Customer premiums
BDC Integration
Customer appreciation follow-up

44. Drive for Knowledge - Event Timeline
3-5 Weeks
2 Weeks
1 Week
Week Of Event
1 week
Post Event
Contact Epsilon to place clinic order
Dealer selects invite list
Direct mail invitations drop
Optional inbound RSVP calls managed by Epsilon
Execute eStrike follow-ups (optional)
Receive customer premiums
Execute eStrike follow-ups (if preferred)
Manifest list provided for customer follow-up
Send Customer “Thank You”

45. 5% increase in customer retention can lead to a 25-100% increase in profit
______________________________________________________
- Fred Reicheld The Loyalty Effect

48. LORI WILLIAMS
Epsilon

49. Key themes driving success in the mobile future
Disruption
Innovation
Velocity
Agility

50. Key themes driving success in the mobile future
Disruption
Innovation
Velocity
Agility

51. Women are considered fastest growing consumer segment

52. 40%
+60%
3/4
Say they feel misunderstood by car marketers
Of women
Of the +16m cars and trucks sold were purchased by women
Of women make the final decision in new car purchases
$300bn
Women spend on vehicles and maintenance and are cited as the “engine of the auto economy”
+4%
+64%
Per year
Up 4% from a year ago and women car buyers are rising
Of Millennials women(aged 18-29) bought a car or truck in the last 12 months

53. Marketing to the Individual level versus an entire segment
Market to the Individual, Not just Marketing to Women
Appealing to women goes beyond using a picture of a woman on your website or using the term “female-friendly” in copy. Effective marketers use data and relationships to have a conversation with an individual
Creating a Service Experience
Majority of women surveyed in a JDPower study stated they felt they weren’t receiving a fair deal when getting a car serviced. Creating an experience that includes digital coupons, education and advising on service recommendations
Majority of women surveyed in a JDPower study stated they felt they weren’t receiving a fair deal when getting a car serviced. Creating an experience that includes digital coupons, education and advising on service recommendations
Embrace the Digitally Empowered
80% of consumers will use multiple devices to research a vehicle purchase and often the first touch point is a company’s mobile website. Consumers will spend an average of 10 hours researching a car purchase and comparing options so it’s important to reach and meet digital consumer’s expectations

54. Video 3 – view here

55. EVOLUTION/CSSR