The automotive industry is undergoing massive changes – new technologies are questioning the traditional motors which were around for decades, the manufacturing process has to be reinvented, new competitors are disrupting established players to the customers and as if this would not be enough the COVID crisis has created additional turmoil!
In these uncertain times, it is imperative to rely on strong partners to face the challenges of the upcoming years. The new marketing ecosystem, new distribution networks and the continuous customer engagement are here to stay – and we can help you tackling this challenge. Hear from Batten & Company, a leading strategic sales & marketing consultancy and SAS, a leading marketing technology provider about best practices and solutions which will help you shaping the future of customer experience in automotive.
Compact
3 dates
3 key areas
Each 30 minutes
To the point
Chances
Challenges
Do´s and Don´ts
Interactive
New impulses
Opinions and experiences
Q&A
Topics
Please register for each episode separately.
On-Demand
Episode 1: Facing the new marketing complexity – Plan and control the marketing ecosystem
Agenda
- Dr. Christian von Thaden, CEO Batten & Company
- New challenges in the diverse marketing ecosystem for automotive companies
- How does the model look like?
- Do’s and don’ts and need for an operating system
- Manuel Tönz, CEA SAS
- Planning and collaboration within one tool
- Measuring of KPIs including usage of channels, success of campaigns, attribution etc.
On-Demand
Episode 2: Selling cars in the new normal – industry and customer trends
Agenda
- Dr. Christian von Thaden, CEO Batten & Company
- Changes in the automotive sales and what the drivers are
- Definition of clear customer personas & journeys
- The value chain of marketing – The important building blocks
- Mike Turner, Principal Business Advisor Customer Intelligence, SAS
- One in three customers would ditch a company after only one bad customer experience – Are you ready for this?
- Connecting the OmniChannel game
- Attribution modelling – what touchpoint is driving your conversion
- One in three customers would ditch a company after only one bad customer experience – Are you ready for this?
On-Demand
Episode 3: The connected car – how to continuously engage customers
Agenda
- Dr. Christian von Thaden, CEO Batten & Company
- The in-App economy – A game changer for the connected private cars
- Management of the customer lifetime cycle
- Personalized user experience
- Mike Turner, Principal Business Advisor Customer Intelligence, SAS
- Customer decisioning in real time
- Combine customer analytics and business rules
- Embed the logic in the customer experience
- Customer decisioning in real time
In cooperation with
Contact us
Wenn Sie weitere Informationen wünschen, sprechen Sie gerne mit Isabelle Wirth, +41 44 805 74 24.
Presented by
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Dr. Christian von Thaden
CEO, Batten & Company
Dr. Christian von Thaden is Partner & CEO at Batten & Company and focuses on projects in the areas of digital transformation, strategic marketing, CRM, marketing automation and e-commerce. Since joining Batten & Company in 2004, he has worked for large and medium-sized companies in various industries, especially automotive, financial services and retail. Dr. Christian von Thaden studied economics with a focus on marketing, monetary economics and business informatics at the Ruhr University of Bochum. He then completed his doctorate at the Catholic University of Eichstätt-Ingolstadt at the Chair of Marketing (Prof. Büschken).
Manuel Tönz
Customer Experience Advisor, SAS
Manuel is a recognized technology tactician with over 15 years’ experience in the evolution to customer centric delivery models in various industries including leadership as a program director in several large CX software implementations. With a pragmatic approach and entrepreneurial spirit, he has broad international experience in the US, UK, Europe, and Asia Pacific. Manuel has a Bachelor in Economics from the University in Eisenstadt, Austria and is a Federal Certified IT Specialist in Switzerland. At SAS Manuel is a leader for the Customer Intelligence propositions and is fully focussed on helping our customers optimise their customer experience, driving profitable and outcomes.
Mike Turner
Principal Business Advisor Customer Intelligence, SAS
Mike has over 30 years of experience working across many different industry sectors and has held many senior business roles. In the automotive industry Mike was part of the team that created and ran the Catalyst marketing program for Rover cars back in the 1980’s and he has since worked with a number of automotive brands on various aspects of their customer intelligence strategies including Fiat, Volkswagen, GM, Mazda and Ford. Mike has led mixed teams of creative and technical resources in marketing agencies, consultancy, supply and demand side commercial businesses and led two start up organisations through their incubation and early development. Today, as well as his consultancy work at SAS, he continue to support two Digital Marketing MSc courses in London with Regents and Royal Holloway Universities as well as working with a number of organisations and partners providing consultative business advice, mentoring and strategic direction.
Andy Graham
Managing Director, White Willow Consulting Ltd
Andy’s background is traffic management and control systems across the globe, and connected vehicle technology. He now specialises in Intelligent Transport Systems and connected vehicles, smarter traffic management and parking, and road charging and fleet management systems. Andy is a Fellow of the Chartered Institution of Highways and Transportation, and Chair of the ITS –UK Connected Vehicle Forum from whom he received their award for Outstanding Personal Contribution. He is a member of the Institution of Engineering and Technology Transport Policy Panel.
Jonathan Hewett
Chief Executive, Thatcham Research
Jonathan is Chief Executive of Thatcham Research the independent voice of automotive safety, security & repair, advising motorists, insurers and vehicle manufacturers in pursuit of the company’s vision “Safer cars, fewer crashes”.
Jonathan worked in marketing for Barclays Bank before spearheading the growth of Sainsburys Bank and subsequently conceiving and building Post Office Direct as a digital customer channel. In 2006, Jonathan joined Dixons Stores Group to run consumer financing, warranty and Tech Guys together with co-founding a FinTech venture, successfully exiting in 2018. Following 3 years as VP Consumer Marketing at AIG, in 2013 Jonathan joined Octo as Global Chief Marketing Officer for the World’s leading telematics service provider. Jonathan currently has several automotive restoration projects although all are currently “non-runners!"