...
Scenarios for the buyer and seller based on Iain Henderson's ten steps of customer relationships: http://informationanswers.com/?p=386
Background
Sally's lease is expiring, so she researches, processes the paperwork for, and acquires a new car. The primary vendors are all UD-VPI enabled, only the bureaucratic functions require legacy integration. As Sally progresses through this use case, she maintains her data in a personal datastore, under her control, sharing such information as needed.
Buying a Prius in London.
Individual Scenarios
Search
Find (engage)
Negotiate
Transact
Welcome
Relationship Servicing
Relationship Development
Manage Problems
Manage Exits
Re-engagement
Vendor Scenarios
Target
Enquiry Management
Negotiate
Transact
Welcome
Relationship Servicing
Relationship Development
Manage Problems
Manage Exits
Re-engagement
Individual
1. Search
Sally has an idea of what she wants, but not yet a specific make & model. Previously, she had a sports car, but she has a child on the way and is looking for something a bit more child-friendly. Her hubby-who does a lot of driving on his own-wants a good sound system with MP3 capability. Both would appreciate an environmentally friendly car. She researches around online and off, using dealer's sites, manufacturer sites, review sites and her own personal recollections. When she visits her Credit Union, she finds out she's eligible for a great rate on a new car loan. She keeps tracks of her research activity and findings in her personal datastore.
2. Find (engage)
After a bit of work, Sally starts to feel like she has a good sense of her options, and decides to visit her local Prius dealer for input. She finds the dealer online and arranges a test drive, providing anonymized, financial credentials provided by the Credit Union which has offered her a loan-these credentials don't specify the amount of the loan, but do verify her ability to pay within a certain range. Her focus is now on a short list of just a few different cars and she's found three dealers and lined up two finance options. She runs the short list by her husband and her friend by sending them a link to the research she has gathered online. Armed with her research and input from her friends and familyher husband decided they should pay for the upgraded Bose sound system, she visits the dealer and absolutely loves the car. She brings home a few brochures on the car and had requested some detailed specifications for the sound system-which will be sent by mail to her home.
3. Negotiate
Now that she knows what she wants, Sally gets a quote from several vendors and negotiates pricing, financing, features, and delivery terms by sending a personal RFP both to vendors she already knows and two that she found online, one that specializes in online sales and one that is her local dealer. Two of the dealers are not yet "online" with the electronic personal RFP system, so they receive letters via postal mail. She reads the vendors responses online and calls one with a few questions. She confirms the deal with her husband, using his authority as a counterpoint in the negotiations.
4. Transact
Makes a commitment to a particular deal with a particular vendor, signs the paperwork, and arranges for delivery. She handles all the regulatory compliance: insurance, parking permits, congestion fees, etc., on her own, rejecting the overpriced options suggested by the vendor and using her personal datastore to streamline the process.
5. Welcome
She takes delivery at her home, gets the key the car and a brief orientation to the vehicle (she wishes she was going to the Landrover training experience) and service requirements. Sally activates her secondary services, such as GPS and online maintenance & service record. She confirms her home and work locations for her geo-based services and syncs her iPhone with the car's stereo system. Sally selects emergency and manufacturers technical notifications only, because she doesn't want to be bothered by sales junk mail messages. She also chooses to share her model #, car information, and contact information with Bose, based on Bose's verified assertion that they have signed the Kantara Standard Terms of Sharing Version 1.0 and agreed to those terms for this relationship. As part of signing up with Bose, she reviews the information they are requesting, what they agree to do-and not do-with that data, and how long they propose to hold the data in their system.
6. Relationship Servicing
At the appropriate schedule, Sally's "digital dashboard" at her personal datastore provider reminds her of her maintenance appointments. She confirms the appointment online and drives in to the dealer and gets a ride back to work. Sally gets an SMS notifying her that the dealer has proposed work to be done. She logs into the digital dashboard and sees that the dealer has suggested-in addition to the planned maintenance- tire replacement because of a manufacturer warning. She does a quick search online about the notice, and decides she against it. The underinflation warning from the manufacturer is valid, but the community discussion groups (and the manufacturer) agree that most vehicles don't need to replace the tires if the vehicle is less than two years old. She informs the dealer to continue with just the scheduled maintenance. The vehicle assessment, her online research, and a record of all work done is stored in her personal datastore.
7. Relationship Development
Over the course of using her vehicle and getting it serviced, Sally learns about the Road Warrior program that the manufacturer offers to help customers who take frequent Roadtrips. She had heard about this on one of her favorite TV shows and it came up in her Twitter feed recently. She visits the manufactuer's website and signs up, pointing them to her personal datastore and provisioning the manufacturer for access to her "roadtrip" travel dates.
8. Manage Problems
9. Manage Exits
10. Re-engagement
Vendor
1. Target
2. Enquiry Management
3. Negotiate
4. Transact
5. Welcome
6. Relationship Servicing
7. Relationship Development
8. Manage Problems
9. Manage Exits
10. Re-engagement
Open Issues To-Do
Note about meta-system design (not a single monolithic piece of software or single service). Many providers, many pieces of technology, but this is a specific path through one transaction._Note: We have chosen this complex scenario deliberately as it allows us to cover a wide array of VRM/ VPI requirements in the one end to end customer experience - in the full knowledge that there is a lot of guesswork and waste for both parties within this scenario. Just to set that in context, a car manufacturer in current 'CRM' mode might easily expect to spend