WELCOME SHARING THE STORY TODAY: Michelle Blakeley Sr. Director, - - PowerPoint PPT Presentation

WELCOME

SHARING THE STORY TODAY: Michelle Blakeley

• Sr. Director, Field Operations &

Training

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DRIVING EXECUTIVE ADOPTION WITH OPERATIONAL EXCELLENCE

Michelle Blakeley

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Who is FordDirect?

Ford Motor Company

Majority Ownership Minority Control

Independent Entity

• Founded in 2000 to sell

vehicles online

• Provides digital products and

services to FMC & dealers

• Focused on the Consumer’s

Retail Experience

US dealers

Minority Ownership Majority Control

FordDirect’s Competitive Advantage

Bringing all stakeholders together into one team.

Ford Dealers 3rd Party

Ability to Support Direct Sales Ability to Secure & Store Sensitive Data Speed & Agility Retention of Digital Talent Ownership of Unique IP Enterprise Cost Reduction

Drive sales and service

• pportunities

This unique structure exists no where else in the industry!

LINES OF BUSINESS USING SELF-SERVICE DATA DISCOVERY AND AUTOMATED INSIGHTS

Dealer Products

FordDirect has over 17 digital marketing products for dealers that require performance measurement

Customer Engagement

FordDirect has 90+ field staff performing over 7k digital assessments a year with content production automated

• n our platform.

Operations

Our platform serves as the hub for operational fitness dashboards on project & financial health across the

• rganization

CUSTOMERS UTLIZING REPORTING AND INSIGHTS

Ford and Lincoln Regions

22 Regions looking to understand how their Dealers are performing and what triggers can be pulled for change

FordDirect Leadership

15+ Leaders looking to understand how our products and services are supporting the Dealerships

Ford and Lincoln Dealers

3,800+ Dealers looking to understand how their store is performing against

• thers and what triggers

can be pulled for change

THE REAL QUESTION:

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DID THE EXECUTIVE TEAM TRUST THE REPORTING? WAS ANYONE FINDING VALUE IN THE REPORTS? WERE OUR DEALER CUSTOMERS ABLE TO MAKE SMART DECISIONS OFF THE REPORTS?

4 KEY AREAS OF FOCUS

Quality Assurance Gain trust Creating the Right Reports Get Buy In

ANALYTICS IS A KEY FACTOR IN DECISION MAKING

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*Deloitte Analytics Advantage Study

• 1. CREATING THE RIGHT

REPORTS

CHALLENGE:

CREATING THE RIGHT REPORTS

Too many executive teams waste precious time talking about what they want to know, not what they actually need to know.

STRATEGY

Ask the right questions Understand What they need from You

Focusing on the outcomes vs. the Outputs?

Outcome:

• How many Leads did we receive
• How many Cars did we sell

Output:

• 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

STRATEGY

Ask questions; don’t give them what they want

þ þ þ

Ask the right questions Understand What they need from You

What are the activities that need to be completed to create the outcome? What are you looking to do with this data? What if any, decisions will this drive?

þ Who is the end user of the Data þ What do you think the Data will show?

WHERE WE STARTED: LOTS OF OUTCOMES

Assessment Process

Too many executive teams waste precious time talking about what they want to know, not what they actually need to know

FordDirect Challenge

• 10+ dashboards and systems of
• utcomes
• Counts of Leads
• Close Rate
• 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

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Dealership Challenge

Too many executive teams waste precious time talking about what they want to know, not what they actually need to know

• Asking Questions based on outcomes
• 10+ dashboards and systems
• Did not know what changes to make in

their store

OUR PROPOSED SOLUTION

DEALER SCORECARD

• Audience
• Dealer Leadership
• Field Organization
• Business Value:
• Smart KPIs so that dealers can view true

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
• n the outcome

REPUTATION PERFORMANCE

BRINGING IT ALL TOGETHER

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• 2. HOW TO GET BUY IN

CHALLENGE:

HOW TO GET BUY IN

Often time the reports we create are never used, or only looked at a couple times.

STRATEGY

Identify the stakeholder

Make the Reports with the stakeholder in mind

Reports created for the wrong stakeholder

Wrong Stakeholder

• Don’t know what the data is telling them?
• They offer no context
• Offers no value

STRATEGY

Identify the stakeholder

þ

I d e n t i f y t h e e n d u s e r

• f

t h e D a t a

þ

I n c l u d e t h e m i n t h e d i s c

• v

e r y P r

• c

e s s

Make the Reports with the stakeholder in mind

þ

I n c l u d e t h e m i n t h e d e s i g n p r

• c

e s s

WHERE WE STARTED: WRONG STAKEHOLDER

Assessment Process

Too many executive teams waste precious time talking about what they want to know, not what they actually need to know

FordDirect Challenge

• Stakeholders were identified as the

person asking for the report

• Typically this was a leadership

member or an executor

• Reporting was developed for the person

who we talked to the most

• Who was in the work every day
• Person who represented the

company

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Dealership Challenge

Too many executive teams waste precious time talking about what they want to know, not what they actually need to know

• Stakeholders were identified as the

person asking for the report

• Typically this was a leadership

member or an executor

• Reporting was developed without insight

into the business

HOW DID WE GAIN BUY IN

Identified both internally and externally who our stakeholders were Talked about those stakeholders in all meetings

• Being sure to discuss who we

were not targeting

Met with representatives from stakeholder groups to walk them through our process Allowed them to provide feedback on metrics, needs and design Met with them monthly Continue to provide feedback

• 3. GAINING THE TRUST OF THE

CUSTOMER

CHALLENGE:

GAINING THE TRUST OF THE CUSTOMER

“That Data is incorrect so there is not point in looking at it.”

STRATEGY

Focusing on the outcomes vs. the Outputs?

Outcome:

• Showing our customers the data they needed
• How many Leads
• How fast did we respond
• What type of leads

Output:

• Segmentation or filtering of the data
• Overall Methodology of how we got there
• Comparing to what they were use to seeing

Be Transparent Make it easier to understand

STRATEGY

þ þ

Be Transparent Make it easier to understand

Transparency of algorithms and methodologies

þ

Document Source of the Data Gain Business Owner Signoff Automate Alerts

WHERE WE STARTED: NOT SHARING THE STORY

Assessment Process

Too many executive teams waste precious time talking about what they want to know, not what they actually need to know

FordDirect Challenge

• Pulling Data from Different Sources
• Pulling Data at Different Times
• Calculating KPIs Differently
• Lack of Trust

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Dealership Challenge

Too many executive teams waste precious time talking about what they want to know, not what they actually need to know

• Pulling Data from Different Sources
• Pulling Different Data
• Calculating KPIs Differently
• Lack of Trust

HOW DID WE BUILD TRUST?

.

Standardization and Documentation

Governance Approval

3 Key Areas of Focus:

• Business Definition
• KPI Calculation
• Field Mapping
• Quality Dashboards to ensure systems show

alignment

• Refresh alerts to notify if system did not process
• Stakeholder Signoff on view and metrics
• Refresh Intervals
• Threshold Alerts

• 4. QUALITY CHECKS, WHAT TO

LOOK AT

CHALLENGE:

QUALITY CHECKS; WHAT TO LOOK AT

Business owners know their data so well, they find an error as soon as you deliver the data?

STRATEGY

Check Check and recheck

Follow all the other steps, and you don’t FULLY QA

Processed Followed:

• Asked all the right questions
• Gained my buy in
• Gained my trust in the data and outcomes

No QA:

• I asked if they remembered to take a certain set
• f numbers
• They didn’t
• I asked if they considered the pro-ration rules
• They didn’t

STRATEGY

þ þ þ

Check, Check And recheck Check that the reports work in all formats Check that all Filters and drill downs work Ensure you know just as much about the data as the user

WHERE WE STARTED: NOT CHECKING THE DATA

Assessment Process

• Too many executive teams

waste precious time talking about what they want to know, not what they actually need to know

FordDirect Challenge

• The business owner knew all about

the data; the data analyst did not

• Our executive team liked printed and

dashboard reports

• When creating online dashboard vs.

reports the drill downs did not match

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Dealership Challenge

• precious time talking about

what they want to know, not what they actually need to know

• Lack of access to analyze the data

HOW DID WE HELP CREATE A QA CULTURE?

Taught Business Owners how to share the need to know information Continuous Discussion

• f Plan, Do, Check, Ajust

Key Takeaways

KEY TAKEAWAYS

• Understand your audience and what is

important to them

• Understand how to include your audience in the

process

• Leverage ways to make the process easy
• Keep your door open

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THANK YOU

Thank You!

Michelle Blakeley

• Sr. Director, Field Operations & Training

FordDirect (313)580-9681 MBLAKEL5@FORDDIRECT.COM