This is a short corporate success-story video (GM OnStar) highlighting how OnStar differentiated GM vehicles by focusing on customer needs and extending its safety/security legacy into digital services using 4G LTE. Speakers emphasize simplicity of technology, personalized marketing delivered through in-car dashboards and mobile apps, and Salesforce as the platform/engine that enables connected commerce and one-to-one customer journeys after the sale.
Chapters
You talk to people about what their priorities in buying a car. It's, you know, safety, it's fuel economy, it's quality. But those are table stakes now and we recognize that. So the point becomes, how do we differentiate our vehicles and our offerings from our competitors? You've got to start by focusing on the customer. Now that doesn't mean that's where you stop. You focus on the customer. Then you say, okay, how can I meet those needs? What are the gaps? How can I, my company do something for that customer that they want to have done that isn't being done well today?
We invented the connected car. I mean, OnStar was the original connected car, but it started out with this concept of safety and security.
We've had your back for 20 years. So it was time with 4G LTE to take that experience and bring it to life in the digital world. That's the intersection where at yout Service sits. And Salesforce is the engine that allows us to do that.
I'm a big proponent of not talking about the technology, but talking about the benefits and how does it serve people. And the way to do that is the technology has to be simple to use. Any sufficiently advanced technology is indistinguishable from magic.
So we chose the Salesforce platform because it was very simple to bring together communities of merchants with our millions of consumers who are driving in 4G LTE connected vehicles and provide on ramps into their digital community.
Salesforce is the foundation from, you know, sales to community to service to marketing.
It's cool, it's inventive, it's fun. It's like the mad scientist type of stuff. We're taking that daily relevance and moving it up and creating more opportunities where we can be relevant to them on a daily basis by understanding them.
It's thrilling to realize the power you have to touch so many customers and to be able to push content that is important to them.
The ability to see offers and deals, whether they're shopping, fuel or dining that are around me, allow me to get what I want, save money on it, and I didn't have to go looking for it because it found me.
It's awesome.
Salesforce allows us to be smarter with our customers by understanding what customers interacted with and how deep that interaction was. So we end up being able to pivot very quickly as new things emerge.
It's no longer just about a marketing strategy. It's about delivering personalized experiences for customers.
So you think about this as a multi channel platform. We've got our advisors, we've got our mobile application. When I'm in the car, what better way to see what values around me than the dashboard itself? And where the dashboard can go is to evolve from a marketing platform to an interaction platform. Couldn't do it without Salesforce.
This is the first time I feel like the marketing I'm doing is incredibly meaningful and the customer is at the center.
And now that we have this ability after the sale of the car to have that ongoing one to one customer journey that is enabled by Salesforce, well that's what's going to help us to move our business forward.
I get asked a lot what's the exciting thing that's going to be coming down the road in five years? And I say thankfully I don't have to have an answer for that because Salesforce allows us to put something in place while knowing that as the world evolves and changes we're able to execute in a high quality way very quickly for our customers and that's the best answer we could possibly give.
