WELCOME
SHARING THE STORY TODAY: Michelle Blakeley Sr. Director, Field Operations & Training 3
DRIVING EXECUTIVE ADOPTION WITH OPERATIONAL EXCELLENCE Michelle Blakeley 4
Who is FordDirect? Ford Motor Company US dealers Independent Entity Majority Ownership Minority Ownership Founded in 2000 to sell • Minority Control Majority Control vehicles online Provides digital products and • services to FMC & dealers Focused on the Consumer’s • Retail Experience
FordDirect’s Competitive Advantage Bringing all stakeholders together into one team. Ability to Support Speed & Agility Direct Sales Ford Dealers This unique structure Retention of Drive sales Ability to Secure & exists no where else in Digital Talent Store Sensitive Data and service the industry! opportunities 3 rd Party Ownership of Enterprise Cost Unique IP Reduction
LINES OF BUSINESS USING SELF-SERVICE DATA DISCOVERY AND AUTOMATED INSIGHTS Operations Dealer Products Customer Engagement FordDirect has over 17 Our platform serves as FordDirect has 90+ field digital marketing the hub for operational staff performing over products for dealers fitness dashboards on 7k digital assessments a that require project & financial year with content performance health across the production automated measurement organization on our platform.
CUSTOMERS UTLIZING REPORTING AND INSIGHTS FordDirect Leadership Ford and Lincoln Regions Ford and Lincoln Dealers 22 Regions looking to 3,800+ Dealers looking to 15+ Leaders looking to understand how their understand how their store understand how our is performing against Dealers are performing products and services others and what triggers and what triggers can can be pulled for change are supporting the be pulled for change Dealerships
9 THE REAL QUESTION: DID THE EXECUTIVE WAS ANYONE FINDING WERE OUR DEALER TEAM TRUST THE VALUE IN THE CUSTOMERS ABLE TO REPORTING? REPORTS? MAKE SMART DECISIONS OFF THE REPORTS?
Creating the Get Buy In Right Reports Quality Gain trust Assurance 4 KEY AREAS OF FOCUS
ANALYTICS IS A KEY FACTOR IN DECISION MAKING *Deloitte Analytics Advantage Study 11
1. CREATING THE RIGHT REPORTS
Too many executive teams waste precious CHALLENGE: time talking about what CREATING THE they want to know, not RIGHT REPORTS what they actually need to know.
Focusing on the outcomes vs. the Outputs? STRATEGY Outcome: How many Leads did we receive • How many Cars did we sell • Ask the right questions Output: Understand What they need from You How fast did we respond to the leads • How many leads can we handle • How many leads are we getting per sales team • What type of leads are we getting • How are we responding to these leads •
Ask questions; don’t give them what they want What are the activities that need to be þ STRATEGY completed to create the outcome? What are you looking to do with this þ data? Ask the right questions þ What if any, decisions will this drive? Understand What they need from You þ What do you think the Data will show? þ Who is the end user of the Data
WHERE WE STARTED: LOTS OF OUTCOMES FordDirect Challenge Dealership Challenge Assessment Process Too many executive teams waste Too many executive teams waste 10+ dashboards and systems of • Asking Questions based on outcomes • precious time talking about what precious time talking about what outcomes 10+ dashboards and systems • they want to know, not what they they want to know, not what they Counts of Leads • Did not know what changes to make in • Close Rate • actually need to know their store actually need to know Performance • Field Organization had to look across the • systems to come up with the outputs the Dealership needed to focus on How many leads can they handle • What type of leads are we getting • How are they responding to those • leads 16
OUR PROPOSED SOLUTION DEALER SCORECARD ‣ Audience ‣ Dealer Leadership ‣ Field Organization ‣ Business Value: ‣ Smart KPIs so that dealers can view true REPUTATION PERFORMANCE performance ‣ Understanding point of diminishing return ‣ Comparison to others around them ‣ Easy to understand insights and actions ‣ What action should they take to make an impact on the outcome
BRINGING IT ALL TOGETHER 18
2. HOW TO GET BUY IN
Often time the reports CHALLENGE: we create are never HOW TO GET used, or only looked at BUY IN a couple times.
Reports created for the wrong stakeholder Wrong Stakeholder Don’t know what the data is telling them? • They offer no context • STRATEGY Offers no value • Identify the stakeholder Make the Reports with the stakeholder in mind
a a t D h e t o f r s e u n d e e t h þ f y t i e n I d s e s o c P r y e r v c o d i s e h n t i m h e t d e þ u n c l I STRATEGY s e s c r o p g n s i d e e t h n m i e h e t d l u þ n c I Identify the stakeholder Make the Reports with the stakeholder in mind
WHERE WE STARTED: WRONG STAKEHOLDER FordDirect Challenge Dealership Challenge Assessment Process Too many executive teams waste Too many executive teams waste Stakeholders were identified as the • Stakeholders were identified as the • precious time talking about what precious time talking about what person asking for the report person asking for the report they want to know, not what they Typically this was a leadership they want to know, not what they • Typically this was a leadership • member or an executor member or an executor actually need to know actually need to know Reporting was developed without insight • Reporting was developed for the person • into the business who we talked to the most Who was in the work every day • Person who represented the • company 23
HOW DID WE GAIN BUY IN Talked about those Met with Identified both stakeholders in all representatives from internally and externally meetings stakeholder groups to who our stakeholders walk them through our • Being sure to discuss who we were process were not targeting Allowed them to provide Continue to provide Met with them monthly feedback on metrics, feedback needs and design
3. GAINING THE TRUST OF THE CUSTOMER
CHALLENGE: “That Data is incorrect so GAINING THE there is not point in TRUST OF THE looking at it.” CUSTOMER
Focusing on the outcomes vs. the Outputs? STRATEGY Outcome: Showing our customers the data they needed • How many Leads • Be Transparent How fast did we respond • What type of leads • Make it easier to understand Output: Segmentation or filtering of the data • Overall Methodology of how we got there • Comparing to what they were use to seeing •
STRATEGY Transparency of algorithms and methodologies þ Document Source of the Data Be Transparent þ Automate Alerts Make it easier to understand þ Gain Business Owner Signoff
WHERE WE STARTED: NOT SHARING THE STORY FordDirect Challenge Dealership Challenge Assessment Process Too many executive teams waste Too many executive teams waste Pulling Data from Different Sources • Pulling Data from Different Sources • precious time talking about what precious time talking about what Pulling Different Data • Pulling Data at Different Times • they want to know, not what they they want to know, not what they Calculating KPIs Differently • Calculating KPIs Differently • actually need to know Lack of Trust actually need to know • Lack of Trust • 29
HOW DID WE BUILD TRUST? 3 Key Areas of Focus: Standardization and Business Definition • • Refresh Intervals . KPI Calculation • • Threshold Alerts Documentation Field Mapping • Quality Dashboards to ensure systems show • Governance alignment Refresh alerts to notify if system did not process • Approval Stakeholder Signoff on view and metrics •
4. QUALITY CHECKS, WHAT TO LOOK AT
Business owners CHAL LENGE: know their data so well, they find an QUALITY error as soon as you CHECKS; WHAT deliver the data? TO LOOK AT
Follow all the other steps, and you don’t FULLY QA Processed Followed : Asked all the right questions • Gained my buy in • STRATEGY Gained my trust in the data and outcomes • No QA: Check Check I asked if they remembered to take a certain set • of numbers and recheck • They didn’t I asked if they considered the pro-ration rules • They didn’t •
Check that the reports work in all þ STRATEGY formats Check that all Filters and drill downs þ work Check, Check þ Ensure you know just as much about And recheck the data as the user
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