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Improving Automotive Brand Loyalty through Exceptional Ownership ExperiencesJim DiMarzioCIOMazda North American Operations

Michael GerIndustry Principal, Automotive, Oracle

September 29, 2014

Presented with

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

The Customer Experience Imperative

BUYMarket & Sell

OWNSupport & 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

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 M

ATU

RITY

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

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Driving Brand Loyalty Through an Exceptional Ownership Experience

Agenda

Vision

Strategy

Transformation

Technology

Results

Award Winning Product

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

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?

Executing Mazda’s Customer Experience Strategy

Driver profiles

Vehicle data

Service Histories

Web, eMail, Chat

CEC Reps

Dealers

Campaigns

Transformation

Customer Experience Center Representatives• More rapidly respond to

customer inquiries• Oracle RightNow Chat in

the Cloud• CTI integration

CRM• Connected driving

experience• Personalized campaigns

Technical Service Operations and Dealers• Faster resolution cycles• Oracle Knowledge

integrated with Mazda Technician Repair information

Transformation

“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

Architecture the Customer Service Experience

Partnering for Success

• Diamond Partner status with Oracle Siebel• Strategic Member of

Oracle Automotive Council• Definitions knowledge base

Automotive industry expertise

• Modern methodology using CRPs or multiple system walk thrus

• Zero customizations• 6 months to launch

Rapid deployment

Driving Superior Performance

Reduced customer handling time!

20%

Envisioning the Future

Creating the foundation for the next generation Mazda driver experience

CEC Reps

Dealers

Campaigns

Web, eMail, Chat

Thank you!