Car Buying Engagement Model

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Last updated: Apr 12, 2011 by iainh1 NA (Unlicensed)Version comment

Buying a Car

Scenarios for the buyer and seller based on Iain Henderson's eleven steps of customer relationships: http://informationanswers.com/?p=386

_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 £1,000 or more in marketing spend to acquire a customer for a low to mid end vehicle. A car insurance provider might easily spend £100 or more to acquire a customer for their insurance, and if that customer leaves after 1 year....then they are loss-making throughout....

Background

Sally's car 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. Sally is a salesperson and often drives her car to visit customers (and potential customers).

Buying a Car (a hybrid vehicle in London).

Individual Scenarios

  1. Search
  2. Find (engage)
  3. Negotiate
  4. Transact
  5. Welcome
  6. Product Delivery/ Service Configuration
  7. Relationship Maintenance
  8. Relationship Development
  9. Manage Problems
  10. Manage Exits
  11. Re-engagement

Vendor Scenarios

  1. Target
  2. Enquiry Management
  3. Negotiate (v)
  4. Transact (v)
  5. Welcome (v)
  6. Product Delivery/ Service Configuration
  7. Relationship Maintenance (v)
  8. Relationship Development (v)
  9. Manage Problems (v)
  10. Manage Exits (v)
  11. Re-engagement (v)

Individual Scenario Details

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 family - her 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.

3.a. Participants
  • 4th Party RFP Broker, MyPal.
  • Chryota
  • Dealer
  • Added-Value Service Provider

Sally fills out a PRFP template using MyPal's iPhone app. She pulls in details from her prior research, specifying the following terms:

DEAL TERMS (What she wants to buy)

  1. new 2010 Chryota Prius
  2. enhanced surround sound system
  3. standard Chryota kids package (car seat, etc.).
  4. custom color: Nemo Orange w/ stripes (semi-structured)
  5. purchase within 1 week
  6. delivery in 2 weeks after purchase
  7. drop off at her home
  8. Target Price $22,000 ($10,000 cash deposit, balance on delivery)
  9. Buyer's financing (credit union loan for balance)
  10. DVLA & Congestion permit paperwork (unstructured)
  11. No Insurance (she already has it)
  12. No convertible

DEAL TERMS 2 (How she wants to buy it)

  1. Recipient Criteria
    1. Sally starts building a whitelist of recipients by searching at MyPal through a list of Authorized Chryota Dealers within 25 miles of her home, and adds a few from a search of within 50 miles of her sister's. MyPal's interface indicates one or more dealers have been excluded due to Sally's personal blacklist (as stored in her personal datastore). Sally briefly reviews that list and totally agrees: Bob's Chryota is never getting her business again!
  1. Disclosure Type / Public/Private
  2. Data Usage Rights for PRFP
  3. Response Mechanism
  4. Recordation
Recipient Criteria
Data Usage Rights (Standard Information Sharing Agreement)
  1. purpose
  2. duration
  3. responsibilities & liabilities
Response Mechanism
Recordation
  1. Digital Receipt
    1. Receipt for transaction loaded into personal datastore.
    2. Title Transfer record.
    3. Registration date & #.
    4. VIN (Vehicle Identification Number)
    5. all the details needed for the transaction.

MyPal generates a custom URL for the Personal RFP and posts a brief notice at Sally's direction to Twitter and Craigslist. That URL is opaque, i.e., not containing any sensitive information, and the ultimate PRFP is only displayed to those parties who meet Sally's recipient criteria, namely either an Authorized Chryota dealer (as determined by the Chryota Dealer IDP Service) or a white listed party known to MyPal (Sally found Cars.com through the MyPal interface).

4. Transact

Makes a commitment to a particular deal with a particular vendor, signs the paperwork, and arranges for delivery. Having completed the deal, a 'digital receipt' confirming the transaction and the asset exchange is sent to Sally for her to log in her personal data store. 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.

Sally also links her Insurance company to her personal datastore (note: what data is provisioned?) and the insurance company.... As part of that deal, the insurance company commits a non-repudiatable signed claim of good standing every year.

needs cleanup

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. Product Delivery/ Service Configuration

7. Relationship Maintenance (Data Quality)

About one year after receiving her new car, Sally and her husband move to Redding, a nearby town with a different dealer. Using her personal datastore, she informs her online vendors of her pending move, including the old auto dealer and Chryota, the manufacturer, as well as the Drivers & Vehicle Licensing Agency (DVLA), which gets an email from the personal datastore. On her dashboard, she can check to see which suppliers have confirmed receipt of the new information. Unfortunately, the DVLA doesn't respond. As a value-added service, her personal datastore provider offers an auto-generated PDF that Sally can print, sign, & mail to DVLA with the requisite information. At about the schedule time, Sally and her husband actually move and she checks in with the dashboard to both confirm the transition and to verify which vendors have her new information. Those vendors who are fully integrated with the personal datastore have electronically confirmed the new address. A few of the government agencies have requested a validated change of address, so Sally directs her personal datastore provider to provide the appropriate agencies with the Verified Change of Address (Identity and Data Assurance Level 2 - UK ... matches US level 3) see NIST 800-63 for related identity assurance standards.

8. Relationship Development

8a.

In response to her change of address, Chryota also notifies Sally, via her dashboard, that there is a new local dealer who might be more convenient. Sally does some quick research on the "new" dealer, who has a good trust rating and good comments from users. Sally accepts Chryota's recommendation and provisions the new dealer for access to her car's service and data record. Upon provisioning, Sally receives a welcome message from the new dealer with a brief outline of additional services now available (they weren't offered by her old dealer).

8b.

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.

8c

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 a variety of services for specific, limited acces to her driving data. This information is shared under the [Kantara Information Sharing Agreement].

She authorizes anonymized use of her usage data for civic planning and road maintenance.

Provisioning Terms for Civic Planning and Road Maintenance:

  1. Data set
    1. Driving data
      1. Space-time travel (location & time while driving)
      2. # Passengers
      3. Type of car (Make, Model, Year)
  2. License Term
    1. License Term (duration): 1 year
  3. Use
      1. Use: civic planning and road maintenance
  4. Retention
    1. immediate use
    2. planning
    3. archive
  5. Propagation
    1. No propagation other than exceptional circumstances as defined in the KISA.

"Anonymized" needs further definition

She also provisions the manufacturer for access to her "roadtrip" travel dates and in-car location information for use by the Road Warrior Program. And she requests "speed trap" notifications, construction alerts, amber alerts, and emergency alerts. Finally, she approves identified use for smart offers from her list of approved suppliers when she's in their neighborhood.

Sally's unique ID in her driver's key logs her into the Road Warrior system when she drives. As she travels, occasional relevant notices appear on the dashboard interface. Sally also has the pleasure of knowing her usage data is being smartly utilized in an anonymous fashion to help manage and develop the roadways.

7d. Personal RFP integrated into GPS
On her way home from a customer visit, Sally asks the Road Warrior Negotiator interface to find her a good spot to fill up the tank. The system analyzes her route and sends out a personal RFP to those stations within 1000 feet (1/5 mile). Those online respond with a customized bid for gas. For those not online, the Road Warrior system responds with their known pricing data Q: where does this data come from today?. She picks one and a visit to that station is calculated into her route.

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On her drive, she stops and gets the gas...

Another: husband has different road warrior preferences and doesn't want to be notified of the stuff she has.

9. Manage Problems

9a. Problem with the Engine (2nd opinion)

There is an engine malfunction. Unfortunately, the repair company says the problem isn't covered by warranty. In response, Sally sends the diagnostics from the repair company and the vehicle maintenance history to an expert for a second opinion. The expert reviews the information points out that this is a common problem (with that engine) and identifies the intermediate repair in her history that actually reset the warranty to another 3 years, so the current repair /is/ under warranty.

9b. Escalation

From the Road Warrior interface, Sally escalates this problem directly to Chryota. She explains the issue, specifically provisioning access for Chryota to view the repair company diagnostics, her maintenance record, and the expert review. She selects from the drop down list for her issue, "Other", and fills in the text block as "Warranty Dispute".

9c. Resolution

The message is tracked into Chryota's CRM system and is received by a customer support representative. The representative is directed to Sally's inquiry. Based on the description, the CRM system has suggested five possible issues from the Chryota knowledge base. The representative reviews the data from Sally and finds the appropriate business rule. The representative checks the criteria for approving the repair and determines that Sally's case is, in fact, covered by the warranty. This determination is recorded in the CRM system and communicated back to both Sally and the repair company provider. The repair company gets the message and sends confirmation to Sally that the repair will be handled free of cost to her and that she can come pick up the vehicle after 4PM today.

10. Manage Exits

After a considerable time, or any number of problems, Sally quits the relationship.

Alternative endings:

  1. Problems, exit
  2. Car stolen
  3. Car totaled
  4. End-of-product-life, exit
  5. End-of-life, exit
  6. Changing personal needs, exit *(we'll do this one) Sally chooses a non-Chryota vehicle.
  • Data retention, expulsion, extraction/export, communication permissions
10.a Changing personal needs.

After two years with the vehicle, Sally is delighted to learn she's going to have another child; she and her husband realize they'll need to move on from their cute little hybrid and invest in a dreaded mini-van! Sally visits the new recommendation service at Edmunds.com, giving them access to her car-related data and specifying an interest in a larger, more family friendly vehicle, like a mini-van. After analyzing Sally's history, including travel data and maintenance record, Edmunds recommends a short list of possible vehicle types: a Forsche mini-van, a Chryota Cruiser, and Sundai mini-van. Sally reads the brief description of the Forsche and is excited they might be able to keep a little bit of pizazz in their mini-van and selects that option. Edmunds displays five vehicles currently available for sale within 25 miles of her home, all with reliability and quality ratings (these are all Edmund's backed claims, themselves derived from Edmund's own analysis). Sally starts a new relationship with Forsche (repeating the Customer-Supplier Engagement Model).

10.b Insurance

For the new car, Sally uses her personal datastore to comparison shop for insurance. She authorizes InsuranceTree to analyze her personal datastore and match her with potential insurance offerings. InsuranceTree produces a set of certified claims such as Annual Mileage, Maximum Speed, Consistent Maintenance Record. As part of that process, InsuranceTree asks Sally for permission to retrieve her driving record from the DVLA and uses the resulting information to generate a Good Driving Record claim. These claims are combined with Sally's zip code, the new vehicle type & history, and publishes a "personal RFP" and additionally authorizes InsuranceTree to check the market every six months and contact her with an update on current offers. From the respondents to the RFP, Sally selects a new insurance company and begins a new relationship with that vendor (returning to the top of the Engagement Model).

10.c Selling her old car
10.c.i

Sally takes her old car in to her automobile association to get it certified. They review the historical data from her personal datastore and perform a 72-point physical inspection, generating a certified claim of quality for her vehicle. In addition, the association's certification's reputation is rated at 97% quality by Edmunds, which is also provided as a signed claim attached to the certification (Edmunds is managing the reputation verification and dispute resolution). Sally reviews current comparable sales at the DVLA auto sales historical database, looking at similar cars by models, condition, and location to get a sense of the market's most recent pricing for cars like hers.

10.c.ii

Sally then uses her personal datastore as a transparent agent, offering her car for sale to Craigs List, with a link to the offer for sale and the related auto claims (condition, mileage, driver rating, etc.) using a unique permalink for the offer. The post at Craig's List indicates that interested parties should contact Sally through her personal datastore, listing the interfaces currently supported by the datastore provider, namely email, voice mail (via POTS), and skype. Sally configures the datastore to notify her by SMS when it hears from interested buyers. After a flurry of TXTs, Sally revises the preferences to send an email instead.

10.c.iii

Along with the listing, Sally publishes three service endpoints to reputation reporting agencies, including an anonymized tokens capable of retrieving her reputation value. To generate those tokens, Sally's PDS registered the offer with each reputation entity, which internally associates Sally's reputation with the permalink of the offer. Buyers interested in checking the reputation of the seller of the offer can look up the permalink at the reputation providers. Also, by registering this particular offer, Sally also provisions the reputation services to include this transaction in their reputation analysis.

10.c.iv

Frank contacts Sally and wants to test drive the car and run some of his own diagnostics. Frank pays Sally's PDS to request sandbox copy of the appropriate data, which is loaded into Frank's analytics service which analyzes the data and gives Frank additional information about Sally's use of the car (he wanted to see if a particular repair had already been made). He's happy with the drive, and the results of the diagnostics.

10.c.v

Sally sells the car to an individual, Frank. Sally tells the Prius interface to "transfer ownership" and the car automatically terminates all active services and scrubs any local datastore to provide a clean system to Frank. (When Frank gets the car, it offers a Welcoming ceremony to initiate services and a relationship with Chryota.)

10.d Deprovisioning Chryota

Sally concludes the active relationship with Chryota via her dashboard, letting them know she's gotten a new car and sold her Prius. As part of that process, Chryota offers Sally the opportunity to continue the Road Warrior service on a subscription basis, but Sally has already provisioned the Forsche service, so she declines. She also indicates thats Chryota may contact her through her personal datastore for the following reasons:

1. Satisfaction survey. Once.
2. Future promotions. Once/year.
3. Product research. Once/year.

She also provisions Chryota indefinitely, with an annual renewal period, to access her past (Prius) Road Warrior data for aggregate analysis in the following areas:

1. Quality assurance
2. Usage patterns
3. Product development

Note: it would be good to have a way that the road-warrior data is simply in the personal datastore, separating it from the Road Warrior services offered by Chryota and Forsche. We don't highlight this particularly well, but maybe in a future rev.

10.e Review/Endorsement

As part of the deprovisioning process, Sally also writes a quick review of the Prius, sharing that information with Chryota and her PDS sends a RSS-style update ( http://codex.wordpress.org/Update_Services ) with the tag "product review", publishing it as an hReview.

11. Re-engagement

1. I want my Chryota back!
2. Would you like another Chryota?

Several possibilities

  1. Service provider use
  2. Contacting the Chryota dealer
  3. Responds to Product Research of Promotion
  4. Hit by a Chryota, totaling her Forsche
  5. Merger between Chryota & Forsche
Sally's intrigued at a product development feedback session

During an annual product development session with Chryota, Sally gets to see and test drive a couple of the latest models. She's particularly intrigued by a new flying car hybrid.

The car is so popular, it has a two-year waiting list. Because she is a past-owner of a Chryota she is eligible for priority listing. Chryota also offers to review her driving data to future see how aligned she might be with the target use of the vehicle--which could further upgrade her place on the list. Chryota's analysis suggests that Sally's usage is almost perfectly aligned with her driving habits: daily commute in 20-30 miles through traffic. Chryota also asks for permission to validate her credit, and Sally's report comes back with the highest rating.

Because of her prior ownership, aligned usage, and platinum credit, Sally gets placed in the first group for delivery and Chryota has identified and re-engaged their ideal target customer. Sally's thrilled about the new vehicle... now she just has to convince her husband!

Brings new data in...

Vendor Scenario Details

Jimmy runs customer acquisition for Chryota, the car manufacturer; he has a budget of £10m and a target to acquire customers who will buy the 10,000 cars his firm plan to make for the UK market in 2011. His 2011 plan has been set in mid 2010 and put into action through his media buying agency who have switched on all of the obvious media options. This includes his considerable web site, search engine optimisation, tapping into the affilate networks and obvious automotive focused sites. It also includes his customer and prospect database, contact centres with multi-channel outbound and inbound contact capabilities, and a range of diverse CRM type systems out in the dealer network.

Jimmy knows his job is to keep filling up the top of the sales funnel, and he has the tools to do so. His role in the process finishes when the customer signs on the dotted line and commits to buying a vehicle. He has partners who help in various ways, most notably Tom, the Dealer Network Manager, who handles the management of face to face aspect of the customer relationship. Whilst not without its tensions, this relationship broadly works well with both parties making a healthy margin when that customer signs on the dotted line.

Because of the rapid evolution of Internet enabled customer management, Jimmy has 5% of his budget allocated to 'innovation'. In that mode, he and his colleague Amanda who leads on customer development and retention have signed up to pilot an approach based on 'volunteered personal information'. The pilot is run by a fourth party service provider(star) . On the surface, this approach seems to radically change how he might go about his customer acquisition task. But that's not necessarily a bad thing, because Jimmy and is peers all recognise significant challenges in the current modus operandi. They all are battling with:

  • conversions rates from 1st contact to confirmed customer below 1%
  • declining 'share of wallet' (i.e. customers buy the vehicle but get their maintenance or add-ons elsewhere (thus losing the high margin sales)
  • Minimal uptake of their vehicle finance scheme (another high margin service)
  • increased costs and regulatory burdens around sourcing, managing and using personal information
  • fragmentation of customer contact channels

All in all they sense that their customers are becoming more empowered, have new tools to bring to the party, and that Chryota and their dealers need to react to deal with that - this pilot is designed to help shape their response.

The name given to the pilot project is Project Hearing Aid, the idea being that the traditional approach to the customer experience in the automotive sector is to shout the company message as loudly as possible, in order to be heard above the market noise and clutter. The suggestion behind the pilot is that Chryota listens and reacts rather than shouts - the assumption being that the potential or existing customer with needs to be met will find them IF their is an apparent good fit between the customer's need and what Chryota offer in the market place. Jimmy used to work in a business to business CRM environment, and can see the potential upsides of the approach...., spending much more of the time/ money available on 'the relationship' than on filling up the customer base via acquisition only to lose it through ignoring retention.

1. Target

Proportion of customer database who have opted out of direct marketing communications from Chryota is high and getting higher. Jimmy suspects that when they went up from one marketing e-mail a quarter to one a month they annoyed people, especially when combined with the fact that the data they have with which to personalise marketing messages is limited and prone to being out of date.

Nonetheless, Jimmy manages to get his message in front of 20,000 eyeballs per month so is hitting his marketing targets.

Jimmy's current cost to acquire a part-qualified lead is £50, he hopes his pilot will show a way to improving on that.

The first thing Jimmy noticed when the trial began worried him a bit...., because there was a definite down turn in the number of hits on his part of the Chryota web site, responses to his direct marketing activity; and his dealer network was reporting a downturn in footfall in their outlets. Fingers crossed he thought.....; I hope that Doc Searls and his crew are right, otherwise i'll be out on my ear...

2. Enquiry Management

In this phase of the standard dialogue, the customer and Chryota perform a 'bit of a dance', with each party thinking they have something to talk about, but neither wanting to reveal their full hand in case they do have something to discuss, and accidentally say something that compromises their negotiating position.

Quite a few of those eyeballs (50%) usually drop out at this stage. The drop out reasons include:

  • the dialogue showing that the Chryota product is not the optimum one for the customer
  • better proposition development/ selling by a competitor
  • the credit check

Jimmy's current cost to acquire a fully-qualified lead is £250, he hopes his pilot will show a way to improving on that.

As per the targeting stage, Jimmy got even more worried as the trial began; not only did his response rates go down...., his enquiry conversion rate also dropped through the floor. That said, he could see a steady stream of Project Hearing Aid enquiries going through the pipeline, every one a potential buyer with needs well aligned to the product offer, and the money to pay..

3. Negotiate (v)

This stage is characterised as 'qualified buyers' flagging that they want to talk (sometimes known as the Personal RFP). So this stage is about the precise shape of the deal, with both parties having a shared outcome (a purchased vehicle), with the debate being around the specifics, the cost, and the mechanics of doing the deal.

This was the stage in the Project Hearing Aid pilot that Jimmy breathed a huge sigh of relief. All of those potential customers who had not needed to engage (i.e. cost him money) in the 'find' and 'enquire' stages suddenly turned up knocking on his doors wanting to talk turkey...; straight in at step 3 in the sales process without incurring the costs of steps 1 and 2. And they come in with a higher level of confidence and satisfaction and a belief that they are talking to a potential supplier for the need they have identified and articulated.

So now that Jimmy knows Sally is a serious potential buyer, he can put an appropriate amount of resource into dealing with her and helping her fine tune her need/ check that versus the Chryota offering. Because he knows that Sally will already have had access to expert-shaped decision support tools, there is little point in trying to direct the discussion; it is now a 'peer to peer', potential partner relationship. The discussion notes both the factual and the emotional aspects of Sally's buying decision process.

As they engage in this more detailed dialogue, Sally is asked if she is happy for her feedback and decision points to be fed back into the Chryota product management function.

In practical terms, the core of this stage in the customer-supplier engagement is underpinned by a structured feed of 'personal buying data' being issued by Sally or a fourth party service provider working for her, that sets out her needs and preferences in detail. It also provides warrants where necessary, e.g. that she has the money to fund deals within a specified range.

Sally completes her PRFP template on the iPhone app from her 4th party service provider and hits the button that sends the PRFP via the 4th party to the PRFP gateway that Project Hearing Aid has established within Chryota. In practice this is just an instance of their SHOUT LOUD application set up with a team of 3 agents trained to deal with the specific scenario's that emerge from this pilot. Their job is part technical and part process; they need to ensure that Sally's requirements get to the people that will deal with them (including two relevant dealers who don't work online). They then make sure the dealers respond to the specific requirements Sally has set out with their base offer plus any enhancements they wish to propose to Sally. Finally, they ensure that all due responses from Chryota or their dealer network. They know full well that Sally, via her fourth party service provider is buying 'professionally', so they need to differentiate their proposal by adding value rather than confusion and price negotiation.

Jimmy's cost to acquire Sally as a customer has totalled £250 so far, and that was only in setting up some of the processes for Project Hearing Aid, which can be re-used time and again..

4. Transact (v)

In this 'money changing hands' stage, Jimmy completes his part of the process, and hands over to his colleague Joanna, the Chryota Customer Relationship Manager.

Needless to say all document exchange around the exchange of money for property and service is handled digitally with full back up and escrow service.

The final stage in the acquisition, is Jimmy's chance to squeeze in a few more £'s for Chryota, if he can persuade Sally to take the 'easy' option of the Chryota finance package.

5. Welcome (v)

Welcome =

  • thanks for doing business with us
  • here's the ways of working we'd like you to adopt....

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. Product Delivery/ Service Configuration (v)

The mechanical side of exchanging an asset, or configuring a product/ service for use.

7. Relationship Maintenance (v)

Change of address

About one year after receiving her new car, Sally and her husband move to Redding, a nearby town with a different dealer. Using her personal datastore, she informs her online vendors of her pending move, including the old auto dealer and Chryota, the manufacturer, as well as the Drivers & Vehicle Licensing Agency (DVLA), which gets an email from the personal datastore. On her dashboard, she can check to see which suppliers have confirmed receipt of the new information. Unfortunately, the DVLA doesn't respond. As a value-added service, her personal datastore provider offers an auto-generated PDF that Sally can print, sign, & mail to DVLA with the requisite information. At about the schedule time, Sally and her husband actually move and she checks in with the dashboard to both confirm the transition and to verify which vendors have her new information. Those vendors who are fully integrated with the personal datastore have electronically confirmed the new address. A few of the government agencies have requested a validated change of address, so Sally directs her personal datastore provider to provide the appropriate agencies with the Verified Change of Address (Identity and Data Assurance Level 2 - UK ... matches US level 3) see NIST 800-63 for related identity assurance standards.

8. Relationship Development (v)

Shift to segment management,

8a.

In response to her change of address, Chryota also notifies Sally, via her dashboard, that there is a new local dealer who might be more convenient. Sally does some quick research on the "new" dealer, who has a good trust rating and good comments from users. Sally accepts Chryota's recommendation and provisions the new dealer for access to her car's service and data record. Upon provisioning, Sally receives a welcome message from the new dealer with a brief outline of additional services now available (they weren't offered by her old dealer).

8b.

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.

8c

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 a variety of services for specific, limited acces to her driving data. This information is shared under the [Kantara Information Sharing Agreement].

She authorizes anonymized use of her usage data for civic planning and road maintenance.

Provisioning Terms for Civic Planning and Road Maintenance:

  1. Data set
    1. Driving data
      1. Space-time travel (location & time while driving)
      2. # Passengers
      3. Type of car (Make, Model, Year)
  2. License Term
    1. License Term (duration): 1 year
  3. Use
      1. Use: civic planning and road maintenance
  4. Retention
    1. immediate use
    2. planning
    3. archive
  5. Propagation
    1. No propagation other than exceptional circumstances as defined in the KISA.

"Anonymized" needs further definition

She also provisions the manufacturer for access to her "roadtrip" travel dates and in-car location information for use by the Road Warrior Program. And she requests "speed trap" notifications, construction alerts, amber alerts, and emergency alerts. Finally, she approves identified use for smart offers from her list of approved suppliers when she's in their neighborhood.

Sally's unique ID in her driver's key logs her into the Road Warrior system when she drives. As she travels, occasional relevant notices appear on the dashboard interface. Sally also has the pleasure of knowing her usage data is being smartly utilized in an anonymous fashion to help manage and develop the roadways.

7d. Personal RFP integrated into GPS
On her way home from a customer visit, Sally asks the Road Warrior Negotiator interface to find her a good spot to fill up the tank. The system analyzes her route and sends out a personal RFP to those stations within 1000 feet (1/5 mile). Those online respond with a customized bid for gas. For those not online, the Road Warrior system responds with their known pricing data Q: where does this data come from today?. She picks one and a visit to that station is calculated into her route.

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On her drive, she stops and gets the gas...

Another: husband has different road warrior preferences and doesn't want to be notified of the stuff she has.

9. Manage Problems (v)

Real problems

  • liability
  • goodwill
    Perceived problems

10. Manage Exits (v)

Exit data management is key to win-back/ acquisition
Some exits are planned by the supply side

11. Re-engagement (v)

Can the prior customer record be found/ un-archived/ used.

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.

Terms of Sharing Agreement

  1. human readable (icons & simple language)
  2. machine readable
  3. lawyer readable

Need discussion...

Role for Regulatory Agencies

1. Compliance
2. Enforcement / Correction
3. Premptively constraining
4. Override / Intervention