Business driven data transformation – Necessary evolution!

02.02.2017

Niels SvaerkeGeneral Manager ITToyota Nordic Sweden niels.Svaerke@Toyota.se

Agenda

• Intro (National Marketing & Sales Companies)

• Background

• Impact

• The Solution

• Vision Overview

• The road to the golden Record

• Legal

• Business Value

• BI

• Machine Learning

• Analytics

National Marketing &

Sales Companies

Not shown: Toyota Caucasus LLP, Union Motors Ltd (Israel), Toyota Motor Kazakhstan LLP

• 30 NMSCs

• 56 Countries

• 281 Lexus retailers

• 2,541 Toyota retailers

Toyota in Nordic

5 National Marketing & Sales

Companies

> 5000 employee's

Around 350 Retailers> 1 million unit in operation

Our “IT Customers” is national Sales – Marketing – Retailers – Toyota & Lexus buyers!

Many of the IT systems and business processes we have been using, is based on the historical structure of production and sales, “not much” has changed over the last “many” years!

• In large (complex) organization – with communication and collaboration challenges, IT is necessary to create common business

processes and broad understanding. …. But we are not so agile as we wish ……”local flavors in many systems and data flows”

Automotive industry

New challenges – Business is changing

Telematics

“We need to be extremely adaptable, because our industries can be

transformed in a surprisingly short time!”

* Automotive business is quite different requirements for product robustness. Cars must be tested in dust,

ice and rain, and they will keep for 10 to 20 years.

Car "the ultimate mobile device"

Public transportation – New ways

Urbanization

”Future” Sales process – Big data – Customer knowledge

New ”players” in the business: Apple, Google og UberONLINE SALES - DATA – Customer

IT's role in helping the business to be prepared for challenges!Key business processes - Important data (on customers) - Data management (legal) - IT support of the future business model – IT vision/ strategy

customer needs and habits!

Closing the gab

Nordic - Starting point:

No real CRM system in place in 4 countries

Data structure different

Different DMS (Dealer Management Systems)

Databases not aligned between Retailers

Agreement not in place between Retailer and NMSC

One Nordic country “Best in class” One system & One Database

Unaligned way of working

Business Process and data is key!

Business analyst is working close together with IT – basis for all development and improvement!

To map current business processes and data flows ….AS IS …TO BE!

One system for CRM & One view of the customer – scalable and flexible

Vision Overview

Solution Overview

Customer journey and data from a CRM perspective

CRM basic data model

Retailers

CompanyVehicle

Person

ID

Contact/ Relations

Roles

Ownership

History

Documents

Activities

Agreements

Etc.

Relations

The road to the Golden Record

Phase 1- 2

Phase 1 Enabling: “Creating a CRM database on which the future can be built”

Core Data Model:

Design and implement core

tables to hold Toyota

Customer and basis

Vehicle data

Data Migration:

Develop and prove a data

merge and migration

process for data from

sources

Operational Migration:

Develop and implement

continuity integrations for

applications using data

Identity & Access

management:

Implement AD architecture,

Retailer directory.

Bronze Record

Phase 2 “ Marketing Essentials and Rapid Sales Deployment”

Processes:

Campaign Management

Lead Mgmt.

Opportunities

Communications rules

Roles Impacted:

Marketing

Customers

Sales Representatives

Sales Assistants

Integration:

My Toyota

Other Toyota applications

External reference sources

Main Benefit:

Improved information flow

for Awareness and Pre-

Sales processes.

Silver Record

Phase 3 - 4

Phase 3 Sales; “Consumer One Purchase lifecycle support”

Processes:

Quote

Order

Roles Impacted:

Sales Representatives

Sales Assistants

Customers

Integration/ migration:

Sales Work Bench

Main Benefit:

Common process and UI

from lead to Order.

Phase 4 After Sales; “Consumer One lifetime care systems”

Processes:

Repair

Service

Warranty

Roles Impacted:

Service Assistant

Customers

Sales Representatives

Sales Assistants

Integrations:

Dealer Management

Systems

Main Benefit:

Completes the 360 degree

view of the client.

Silver Record

Golden Record

Legal

• The General Data Protection Regulation (GDPR) (Regulation (EU) 2016/679) – May 25th 2018

• The regulation applies if the data controller or processor (organization) or the data subject (person) is

based in the EU. Furthermore (and unlike the current Directive) the Regulation also applies to

organizations based outside the European Union if they process personal data of EU residents.

• According to the European Commission "personal data is any information relating to an individual,

whether it relates to his or her private, professional or public life. It can be anything from a name, a

photo, an email address, bank details, posts on social networking websites, medical information, or a

computer’s IP address.

• Fine up to 10,000,000 EUR or up to 2% of the annual worldwide turnover of the preceding financial

year in case of an enterprise, whichever is greater.

Business Intelligence & Analytics

Analytics and performance-measurement tools for

measuring all email marketing activities. The

system records and presents many key

performance indicators (KPIs), including opens,

bounces, clicks, and more.

Machine Learning

New area – We have started with

Consumer data - Supervised learning(Rapidly match and classify data from thousands of potential

sources using human guided machine learning. To ensure that

resulting data sets meet business requirements.)

Next steps

- Vehicle Data

- Connection to telematics data

Thank you