1. Cadillac Aftersales Experience
Kerry Bruce Marsee
Manager of Cadillac Aftersales Strategy
October 2017

2. Contents 2017 The Pinnacle of Luxury The Cadillac Way
The Cadillac Remote Field Force
The Cadillac Academy
2018 and Beyond
The Connected Experience
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3. The pinnacle of luxury
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4. 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 3rd 5th
Insight to the Luxury segment Customer Experience
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5. The pinnacle of luxury: DEFINING expectations
USE OF COMPLIMENTARY LOANER (JD POWER 2016)
C-6: Guaranteed Service Loaner
VEHICLE RETURNED CLEANER (JD POWER 2016)
C-9: Vehicle Condition at Delivery
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6. 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
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7. The Cadillac Way
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8. 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
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9. 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
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10. 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 released on April 17th, 2016
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
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11. The Cadillac remote field force
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12. 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)
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13. Roles and responsibilities
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14. The cadillac academy
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15. Cadillac academy: CURRENT CURRICULUM
Course ID
Course title
Format
VVM D
Managing Service Appointments and Online Communication
WBT
VCA03.017W2 VCA03.017W1
Service Drop-off & Concierge Managing Service Drop-off & Concierge
VCA01.017W2 VCA01.017W1
Vehicle Assessment: Multi-Point Vehicle Inspection Managing Vehicle Assessment: MPVI and Menus
VCA04.017W2 VCA04.017W1
Proactive Communication During Service Managing Proactive Communication During Service
VCA05.017W2 VCA05.017W1
Courtesy Transportation During Service Managing Courtesy Transportation During Service
VCA06.017W2 VCA06.017W1
Service Re-delivery & Concierge Managing Service Re-delivery & Concierge
VCA02.017W1
Managing Service Follow-up
SPT D2
2017 MY Cadillac Product Line Overview (Non-Sales)
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 4Q17
So far in 2017, Cadillac Academy has launched 13 web based trainings, 6 for consultants, 6 for managers and a 13th for all non-sales. In addition we are going into 400 of our highest volume dealers to deliver the Super Cruise Experience training. All customer facing roles are encouraged to attend this training when it comes to your dealership. Technology Experts in particular will be very important to attend.
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16. Cadillac academy: content development
AFTERSALES COURSES IN DEVELOPMENT 4Q17
EARLY PLANNING 2018
So far in 2017, Cadillac Academy has launched 13 web based trainings, 6 for consultants, 6 for managers and a 13th for all non-sales. In addition we are going into 400 of our highest volume dealers to deliver the Super Cruise Experience training. All customer facing roles are encouraged to attend this training when it comes to your dealership. Technology Experts in particular will be very important to attend.
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17. 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
So far in 2017, Cadillac Academy has launched 13 web based trainings, 6 for consultants, 6 for managers and a 13th for all non-sales. In addition we are going into 400 of our highest volume dealers to deliver the Super Cruise Experience training. All customer facing roles are encouraged to attend this training when it comes to your dealership. Technology Experts in particular will be very important to attend.
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18. The connected experience
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19. The connected experience: Importance of integration
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
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20. The connected experience: Importance of integration
Mobile Online Service Appointments (App Features)
Appointments (View, Change, and Cancel)
Service Recommendations
Concierge Services
Self Check In
Diagnostic Trouble Codes
Displays All Active Conditions
Allows Service to Review Prior to Visit
Aids in Diagnosing
Remote Tracking (App Features)
Vehicle Status in Service Process
Remote Approval (App Features)
Service Pictures
Video
Remote Approval
In-Vehicle Service Scheduling
Initial Scope Oil Life and Recalls
Mobile Online Payment (App Features)
Online Payment
Dealers are not logging out when they are not available, dealers can log out through a number
Only fulfilling certain calls not all calls in APR
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21. Thank You Kerry Bruce Marsee Cadillac Manager, Aftersales Strategy kerry.b.marsee@cadillac.com
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