dream crm - mit ideebusiness.mit.edu/sponsors/common/2004-annualconf/... · 2004-05-13 · dream...
TRANSCRIPT
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Dream CRMNick J. PudarJoyce A.L. Salisbury
Center for e-BusinessAnnual Sponsors Conference
May 19, 2004
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AGENDAAGENDA
Objectives and Design of Study
Measures of Response
Preliminary Data
Treatment Specific FindingsStatistical
Preliminary Conclusions
Thoughts on Next Year - Idea
Objectives and Design of Study
Measures of Response
Preliminary Data
Treatment Specific FindingsStatistical
Preliminary Conclusions
Thoughts on Next Year - Idea
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OBJECTIVESOBJECTIVES
Test Effect of Maximum Trust CRM ComponentsCustomized FulfillmentAuto Show in MotionCommunityAutoChoiceAdvisor
Measure Combined Total Impact Through Shopping Process
TrustConsiderationDealer VisitPreferencePurchase
Test Effect of Maximum Trust CRM ComponentsCustomized FulfillmentAuto Show in MotionCommunityAutoChoiceAdvisor
Measure Combined Total Impact Through Shopping Process
TrustConsiderationDealer VisitPreferencePurchase
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DESIGNDESIGN
Prospective Buyers (new vehicle in next 12 months)From Los Angeles, California AreaOn-line Panel
Incentives – Gift Points and Dollars6 Monthly Surveys
Questions on Treatments, Trust and Purchase Consideration
Experiment Design - Factorial (16 cells)
Prospective Buyers (new vehicle in next 12 months)From Los Angeles, California AreaOn-line Panel
Incentives – Gift Points and Dollars6 Monthly Surveys
Questions on Treatments, Trust and Purchase Consideration
Experiment Design - Factorial (16 cells)
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CellCustomized Fulfillment Community
AutoChoice Advisor
Auto Show in Motion
1 0 0 0 02 0 0 0 13 0 0 1 04 0 0 1 15 0 1 0 06 0 1 0 17 0 1 1 08 0 1 1 19 1 0 0 0
10 1 0 0 111 1 0 1 012 1 0 1 113 1 1 0 014 1 1 0 115 1 1 1 016 1 1 1 1
TotalCompletes
Treatment
500 500 500 500
EXPERIMENTAL DESIGNEXPERIMENTAL DESIGN
0 - Treatment Not Given, 1 - Treatment Given500 Observations for Each Treatment0 - Treatment Not Given, 1 - Treatment Given500 Observations for Each Treatment
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MEASURESMEASURES
TRUST Trust Average of Trust Scales (7 pt. Scale)
Consideration% Consider at Least one GM Model (Pull Down Menu)Richness (% GM if Consider at Least One GM)
Dealer Visit Maximum Score for Any GM Vehicle (5 Point Likelihood)
Preference Total GM Points (Allocate 100 Points Across Consideration Set)
Sales Reported Purchases and Polk Matching
Trust Average of Trust Scales (7 pt. Scale)
Consideration% Consider at Least one GM Model (Pull Down Menu)Richness (% GM if Consider at Least One GM)
Dealer Visit Maximum Score for Any GM Vehicle (5 Point Likelihood)
Preference Total GM Points (Allocate 100 Points Across Consideration Set)
Sales
CONSIDER
DEALER VISIT
PREFERENCE
BUYReported Purchases and Polk Matching
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TRUST OVER TIMETRUST OVER TIME
4.55
4.6
4.65
4.7
4.75
4.8
4.85
0 1 2 3 4 5 6
Survey
Trus
t
Trust increased over the first 4 surveysTrust increased over the first 4 surveys
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00.5
11.5
22.5
33.5
44.5
0 1 2 3 4 5 6
Survey
Num
ber o
f veh
icle
s in
co
nsid
erat
ion
GM cars
Total cars
NUMBER OF VEHICLES IN CONSIDERATION OVER TIMENUMBER OF VEHICLES IN CONSIDERATION OVER TIME
The number of total vehicles in consideration decreased while the number of GM vehicles remained constant
The number of total vehicles in consideration decreased while the number of GM vehicles remained constant
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30
35
40
45
50
55
0 1 2 3 4 5 6
Survey
Con
ditio
nal T
otal
Pre
fere
nce
TOTAL PREFENCE FOR GM VEHICLES OVER TIMETOTAL PREFENCE FOR GM VEHICLES OVER TIME
Preference for GM vehicles increased over the first 4 surveysPreference for GM vehicles increased over the first 4 surveys
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TREATMENT EFFECTSTREATMENT EFFECTS
Statistical Change in measure if received treatment (example: change in consideration if receive and open brochure period 1 to 2)
Multivariate Regression
Statistical Change in measure if received treatment (example: change in consideration if receive and open brochure period 1 to 2)
Multivariate Regression
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CUSTOMIZED FULFILLMENTCUSTOMIZED FULFILLMENTTrust Based Brochures
First based on vehicles of interestSecond based on vehicle attributes considered important
Trust Based Brochures
First based on vehicles of interestSecond based on vehicle attributes considered important
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Measure Increase % Increase
Trust (Base 4.6) +.26 6%
Consideration (Base 40.3%) +5.1% 13%
Richness (Base of 18%) +2.8% 15%Dealer Visit (Base of 1.0) +.31 33%
Preference (Base of 17.8) +2.7 16%
STATISTICS - CUSTOMIZED FULFILLMENTSTATISTICS - CUSTOMIZED FULFILLMENT
Positive impact on all measuresPositive impact on all measures
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AUTO SHOW IN MOTIONAUTO SHOW IN MOTIONCentral Location GM and Competitive Drive
150 vehicles Multiple TracksNo Sales
Central Location GM and Competitive Drive
150 vehicles Multiple TracksNo Sales
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STATISTICS - ASIMSTATISTICS - ASIMMeasure Increase % Increase
Trust (Base 4.6) +.5 11%
Consideration (Base 33.3%) +13.6% 41%
Richness (Base of 18.4%) +7.0% 40%Dealer Visit (Base of .73) +.5 69%
Preference (Base of 18.5) +7.9 43%
Significant impact on all measuresSignificant impact on all measures
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COMMUNITYCOMMUNITYOn-line, Password Protected, Chat Communities Over 12 Weeks
GM generated activities included dialogues and surveys540 respondents participated in at least one activity
On-line, Password Protected, Chat Communities Over 12 Weeks
GM generated activities included dialogues and surveys540 respondents participated in at least one activity
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STATISTICS - COMMUNITY STATISTICS - COMMUNITY Measure Increase % Increase
Trust (Base 4.64) +.12 3%
Consideration _ _
Richness _ _Dealer Visit _ _
Preference _ _
Primary effect is on Trust of GM Trust links to consideration - significant correlation Primary effect is on Trust of GM Trust links to consideration - significant correlation
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0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
1 2 3 4 5 6 7
Trust scale
TRUST LEADS TO CONSIDERATIONTRUST LEADS TO CONSIDERATION%
Who
Con
side
r a G
M V
ehic
le
Correlation between trust and consideration = 0.30 (significant at 99%)Correlation between trust and consideration = 0.30 (significant at 99%)
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AUTO CHOICE ADVISORAUTO CHOICE ADVISOROn-line All Makes and Model New Vehicle Advisor
UnbiasedTrust based
Autochoiceadvisor.com
On-line All Makes and Model New Vehicle Advisor
UnbiasedTrust based
Autochoiceadvisor.com
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STATISTICS - AUTO CHOICE ADVISORSTATISTICS - AUTO CHOICE ADVISORMeasure Increase % Increase
Trust _ _
Consideration +.3 (not significant)
_
Richness _ _Dealer Visit _ _
Preference _ _
Mixed results – sometimes negativeWill do more analysis, but some reasons emergingMixed results – sometimes negativeWill do more analysis, but some reasons emerging
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WHY NOT FINDING STATISTICAL EFFECT?WHY NOT FINDING STATISTICAL EFFECT?
“BRANDS I LIKE”Hard to get GM recommendation if GM brands are not moved to rightToyota/Honda often recommended
GM in Top 5 Similar to Base GM Consideration
“BRANDS I LIKE”Hard to get GM recommendation if GM brands are not moved to rightToyota/Honda often recommended
GM in Top 5 Similar to Base GM Consideration
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NEED REFINEMENT FOR GM BENEFITNEED REFINEMENT FOR GM BENEFIT
More Education Not Allow People to Eliminate GM Based on Old Perceptions (Start Sliders in the Middle)
Include Competitive GM Vehicle More Like ASIMImpact on Trust?
More Education Not Allow People to Eliminate GM Based on Old Perceptions (Start Sliders in the Middle)
Include Competitive GM Vehicle More Like ASIMImpact on Trust?
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COMBINED POTENTIALCOMBINED POTENTIALMeasure Significant
Treatments% Increase
Trust CommunityCFASIM
17%
Consideration CFASIM
57%
Dealer Visit CFASIM
100%
Preference CFASIM
42%
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PRELIMINARY CONCLUSIONSPRELIMINARY CONCLUSIONS
Potential for All TreatmentsCustomized Fulfillment and ASIM Effective in All Stages of the Buying Process - Do MoreCommunity Builds Trust - Learn MoreACA - Needs Refinement for Full Potential GM Benefit (Expose Customers to Best GM Cars)Combined Effect is Significant - Build Trust Based CRM
IssuesHow to Scale Up Need Opt-In for Customized Fulfillment Build Program for Synergy (e.g. Brochure and ASIM, ASIM and Community, ACA to ASIM)
Potential for All TreatmentsCustomized Fulfillment and ASIM Effective in All Stages of the Buying Process - Do MoreCommunity Builds Trust - Learn MoreACA - Needs Refinement for Full Potential GM Benefit (Expose Customers to Best GM Cars)Combined Effect is Significant - Build Trust Based CRM
IssuesHow to Scale Up Need Opt-In for Customized Fulfillment Build Program for Synergy (e.g. Brochure and ASIM, ASIM and Community, ACA to ASIM)
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NEXT STEPSNEXT STEPS
Detailed Analysis of Data from All 6 Surveys
Interactions and Sustainability of Impact
Short Run and Strategic Implications
Next Year - Buyer Advocacy Program?
Detailed Analysis of Data from All 6 Surveys
Interactions and Sustainability of Impact
Short Run and Strategic Implications
Next Year - Buyer Advocacy Program?
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ADVOCACY EFFECTSADVOCACY EFFECTS
GM ADVOCATES FOR CUSTOMER AND CUSTOMER ADVOCATES FOR GM
Household Relationship Building – Cross Sell
PASSIONATE Customer advocacy
GM ADVOCATES FOR CUSTOMER AND CUSTOMER ADVOCATES FOR GM
Household Relationship Building – Cross Sell
PASSIONATE Customer advocacy