1. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Improving Automotive Brand Loyalty through Exceptional Ownership Experiences Jim DiMarzio CIO Mazda North American Operations Michael Ger Industry Principal, Automotive, Oracle September 29, 2014 Presented with

2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Customer Experience Imperative BUY Market & Sell OWN Support & Serve 86% of consumers will pay more for a better customer experience 1% of consumers feel their expectations for a good experience are met 89% of consumers switched to a competitor after a poor experience

3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Customer Experience Enablement is a Journey…. Source: 2013 “Global Insights on Succeeding in the Customer Experience Era”. survey of 1300 senior execs in North America, Europe, Asia Pacific & Latin America CX MATURITY TIME 97% of execs say customer experience is critical to their business advantage 39% are just getting started with a customer experience initiative 20% consider their customer experience initiative to be advanced

4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

5. Driving Brand Loyalty Through an Exceptional Ownership Experience

6. Agenda Vision Strategy Transformation Technology Results

7. Award Winning Product

8. Manifesting Destiny “Mazda’s vision is to have a customer experience at every touch point that is as good as our award winning products.” Robert Davis - Sr. Vice President U.S. Operations, Mazda North American Operations

9. Navigating the Customer Journey What is available? Which car meets my needs? How does Mazda service make me feel? Should I consider alternatives? Should I REPURCHASE? What is my relationship with Mazda?

10. Executing Mazda’s Customer Experience Strategy Driver profiles Vehicle data Service Histories Web, eMail, Chat CEC Reps Dealers Campaigns

11. Transformation

12. “Our customer experience center representatives can now act on real-time information, service histories and individual customer requirements to make well-informed decisions quickly while providing a personalized experience for our customers, and promoting recurring revenues for our dealers and long-term advocacy for the Mazda brand. Aileen Sperber – Group Manager, Customer Experience, Mazda North American Operations

13. Architecture the Customer Service Experience

15. Partnering for Success

16. Driving Superior Performance Reduced customer handling time! 20 %

17. Envisioning the Future Creating the foundation for the next generation Mazda driver experience CEC Reps Dealers Campaigns Web, eMail, Chat

18. Thank you!