全球汽车工业调研报告2014.pdfVIP

2014 A UTOMOTIVE MANAGER T RENDS, OPPORTUNITIES AND SOLUTIONS ALONG THE ENTIRE VALUE CHAIN COVER STORY: THE POWER OF CUSTOMER DATA T he use of customer data in the automotive industry has been a tough topic. […] With much broader data availability and a dedicated approach, automakers now have the chance to move to a subscription-based business model – and to recapture and fully leverage the end-customer relationship. 2 EDITORIAL Dear readers, T he rapid speed of globalization has made it more challenging than ever for automakers and suppliers to grow profitably and to gain new customers. One way to get ahead of the competition is to master the use of data. This issue of the Automotive Manager focuses on clever ways that data can be used to improve decision making in the industry. Many examples exist where data can help, such as determining answers to questions like: When is the right time to offer a customer a renewed leasing contract? How effective will a sales campaign with different discount elements be in a specific region? How can production performance be optimized based on new data insights? Which research and development measures have to be executed to maximize customer experience? How can this be achieved in a way that protects customer data? These are challenging questions that are tackled frequently in the automotive world. A fresh perspective needs to be given to data analysis, starting with the insights that must be generated. It is time to provide support to those making the key day-to-day decisions and not only to top management. As our lead article emphasizes, the focus needs to be placed on decision making, not on data. Another area where data is used to make smarter decisions is the Harbour Report. This year, the Harbour team made its 1,000th plant visit, confirming the annual report’s leading position as an authoritative guide to automotive manufacturing and adding value to Oliver Wyman’s