Real-time Customer Care & Vehicle Service- How to Deliver Real Business Value in an Automotive Context - Dr. Christian Kuhn, SAP AG

© copyright 2004 by OSGi Alliance All rights reserved.

Real-time Customer Care & Vehicle ServiceHow to deliver Real Business Value

in an Automotive Context

Dr. Christian G. KuhnDirector Solution DevelopmentBusiness Unit AutomotiveSAP AG

© copyright 2004 by OSGi Alliance. All rights reserved.

Outline

Trends and Strategies in the Automotive Ecosystem

Real Business Value: Why Integration is the Challenge

Connecting the world - How OSGi comes into the game

How does it work? – Remote Diagnostics & Service

Outlook, Discussion & Questions


Outline







THE WINNING STRATEGY FOR GROWTH

Relationshipexcellence

Operationalexcellence

(Cost control, Responsiveness,Maximized capacity utilization,

Process automation, Support …)

Sustainable,ProfitableGrowth

Sustainable,ProfitableGrowth

Innovation

Inno-vation

Inno-vation

(Retailer, Service Provider, 1st tier Suppliers, Logistics Providers …)

GROWTH THROUGH INNOVATION & COLLABORATION

Productexcellence

(Brand Management,Innovation Management

Services, Quality Assurance …)

New Revenue & Profit areas:Additional Services ...

Hardware/Software in Vehicles:Adaptions to Engineering,

Supply Chain and Service (Support

Solutions)

- Support of the complete Vehicle Lifecycle- Upcoming Legal Requirements (TREAD, Recycling, ...)

Solution Driver


Integrated Customer & Vehicle Lifecycle Management

VehicleSales

Process

Marketing &Market Intelligence

Vehicle Distribution&

Financials

After-SalesManage-

ment

Customer &Vehicle

RelationshipManagement

Customer &Vehicle


FirstCustomerContact

CustomerExperience

Customer Satisfaction

Customer Retention

EconomicSuccess

Customer Loyalty

CustomerInterest


Outline







Technology Impact on Value Creation

Adoption Rate of Technology for Business Process Innovation

Time

Velocity at which Best-in-Class Organizations Create Value

Velocity at which Average Organizations

Create Value

CompetitiveValue Gap

Current Trends & Strategies rely on positive Business Cases

Trends & Strategies in Automotive Ecosystem lead directly to Integration Challenges

Integration of Information, People and Processes are essential for real collaborative business processes – with high value creation potential

Integration is supported by Technology …

Channel Integration is one of the key factors the ‘Vehicle’ is one Channel!

Business to Vehicle – Integration (B2V) OSGi comes into the game …


Customer Contacts- Channels -

Customer Interaction Channels – Information Nightmare

Telephone E-Mail/Letter Web/Portal Visit Mobile Telematics

Customer

OEM/Brand Owner

Dealer

Service CentersNSC/Importer

Call Center

Business Partnerin Automotive Community


Customer Interaction Channels – Information Backbone


OEM/Brand Owner

Dealer

Service Centers

NSC/Importer

Customer

Call Center

Central customer&vehicle data, one-voice concepts,

personalized communication, holistic life-cycle management

* Information* Process* People

Integration


Integrated Business for the extended Enterprise

OEM/Brand Owner

Dealer

Service Centers

NSC/Importer

Call Center

Business Processes* Marketing, Sales* Interaction Center* Service, Warranty* Analytics


Integrated Customer


Integrated Dealer

ManagementSystems

(DMS Adapter)

Integrated and holistic

Analytics

New ChannelCapabilities

Portal-based Integration of

Partners

Customer


Outline







Usage based billing/servicesTracking & Tracing, Vehicle Location

Service & Order Notification & SchedulingMobile Payment (gas, …)

Electronic toll collectionRental

Fleets/Rental/Service Providers

Business to Business

Roadside Assistance, Customer CareEmergency Call (Airbag notification, Crash Info)

Predictive failure detection, (Indiv.) Proactive Service ServicesRemote Diagnostics & Service, Online Software Updates (Bugfix)

Tracking&Tracing (safety)Additional Services (by Software update & upload & activation)

Business to Vehicle (OEM - driven business processes)

Business Services – enabled by Telematics

Customer

OEM

Dealer /Service Provider

NSC

Infotainment/Entertainment, Location-based-Services (B2C)


Real World Connectivity – M2M, B2M

The ‘Extended Internet’: Bringing real world and ‘virtual’ world together in real-timeKey Technology Drivers

Smart Objects (Embedded chips RFID), Ubiquitous ComputingWireless Internet Technology. Networked world, Mobile Computing InfrastructureTelematics, Remote Services OSGi …

… to enable new application and services

Source: M-Lab

Standard

B2M


Innovation: Do NEW things … do things in NEW ways …

Local Dealers / Service Stations

Customers / “Vehicles”

Visibility Collaboration

OEMService

Organizations

Integration

Reply / Execute

Set Strategies

Importers

Coordinate

Process

Report Problem

Local Dealers / Service Stations

Customers / “Vehicles” OEM

Service Organizations Importers

Powered by SAP NetWeaver

ROADSIDE ASSISTANCE FOR EXCELLENT CUSTOMER SERVICEVehicle Management Service Order Processing Spare Parts Processing …

The Business Functionality

... DELIVERES THE BUSINESS SOLUTION …

The Technology+


Outline







Roadside Assistance Scenario Overview

CustomerCare

Marketing&Sales

Customer Loyalty

Management

Vehicle Service

Workshop Service (Dealer/Service Station)

Customer&Vehicle

Satisfaction Program

Vehicle Breakdown/Problem

MarketingCampaign

1

InteractionCenter

3

5

Business Intelligence

6

4

2Customer &Vehicle


Customer &Vehicle


Localization/Support Det.

3a

Problem Analysis/Solution database

Service Template/Parts Availability

3b3c

GIS


Satisfaction Program

Service Requests/Messages - Roadside Assistance

CustomerCare

Marketing&Sales

Customer Loyalty

Management

Customer &Vehicle


Customer &Vehicle


Vehicle Breakdown/Problem

MarketingCampaign

Customer&Vehicle

Vehicle Service

Workshop Service (Dealer/Service Station)

1

InteractionCenter

3

5

Business Intelligence

6

4

2

Service Request

Data Request

Data Info

Service Confirm.

Lead Distribution

Customer Info

Service Request

Service Confirm.


Architecture Overview - Prototype

OSGiA & D

Automot.

Banking

CP HiTech

Pharma

Retail

...Media

mySAP Business SuiteComposites

Components

SAP NetWeaver

...

... ERP CRM

VehicleManager

In-Vehicle Network

Client side/ Front-end

Service Gateway

Serv

ices

Serv

ices

Serv

ices

WebServices,XML (via XI) Frontend

(here: IC)

SAP Exchange Infrastructure (Part of SAP NetWeaver)

Defined XML messages to trigger services in both directions

VehicleStatusQueryMessageVehicleStatusInfoMessageVehicleConfirmationMessageVehicleServiceRequestMessage

Other Channels (e.g. DMS)


Vehicle Diagnostics & Service – Business Intelligence

Conduct an alert and failure Defect/Problem AnalyticsCockpit using Real-Time Analytics & Predictionwith Feedback (Closed-Loop)

Int e

llige

nce

Co n

nec t

orOperational Applications

Analytical Applications

Feed

bac k

Lo o

p


Demo of Roadside Assistance ...

Retrieve Vehicle Information via Telematics

Identification of Customerand Vehicle.


Outline







People Integration

Process Integration

Innovation by Integration – Technology as enabler

Customer callscustomer service.

IC agent selectsand notifiesdealership.

Dealer receivesinformation andprovides service.

1

2

3

Information Integration