What to expect from Product Marketing?
Peter Rodrigues, Director – Product Marketing, CDK Global Middle East
CDK Global recognizes that the speed of change within the automotive industry is accelerating at a pace not seen before. The convergence of technology, changing buying habits and retail expectations means that CDK Global has to change too. This started with the introduction of Autoline Drive, multi-tier architecture, relational database, standard core versions across markets and most critically, adoption of an agile development methodology.
The next stage of this transition for CDK is to become more responsive to customer requirements in each market, allowing CDK customers to react to change faster than ever before in order to meet their business needs. In order to do this, we are delighted to announce two key initiatives to better support you –
1. Formation of regional Product Marketing teams
2. Product diversification
Product Marketing – What can you expect?
The primary aim of the regional Product Marketing team is to ensure that local market requirements are identified, validated and communicated to Product Management, to be considered as part of the development roadmap. This local market feedback, coupled with global trends, will determine what’s next for CDK solutions.
As we adopt and align internally, CDK customers and OEMs can expect periodic visits by Product Marketing associates, having meaningful conversations with senior business process owners to understand business strategies, so we can translate them into platform solutions. An example of this could be that there is a focus on three year plus customer retention in the service department and shaping a loyalty programme embedded into the DMS could be a solution that they would like CDK to explore.
The associates would also like to hear about your experience using current CDK products, in order to improve the user experience and core benefits. Findings collected from the Middle East and internationally will be used to provide you with a continuously evolving solution that is in line with and exceeding expectations at all user levels.
With an almost exponential growth in the number of companies catering to the automotive industry and a recognition of the value specialist software vendors offer to dealers to compliment the core DMS, CDK is adopting a more flexible approach with respect to partnering with leading market players. This will allow CDK customers to leverage ‘best in class’ 3rd party solutions on the back of an established relationship between CDK and our partners. To facilitate this, we are currently developing a suite of business-functionality specific APIs that our partners can use to integrate their formerly stand-alone offering with the core DMS. The first pilots of this have proved very successful and CDK will continue to expand the range of APIs and partners over the coming months.
CDK is also investing heavily in new solutions to help bridge the gap between online and offline, developing tools to plug into existing websites to link them to the DMS in a more seamless manner.
In keeping with our strategy of providing a constantly evolving solution and understanding the significant developments in the CRM offering, CDK has entered into a definitive agreement to acquire ELEAD1ONE, a trusted leader in customer relationship management software and other applications in the retail automotive industry. The company’s integrated automotive-only customer relationship management (CRM), contact center, marketing and service drive technologies are the foundations on which we plan to complement our offering to further push on our focus to deliver a seamless solution to our customers so they can deliver an amazing experience to their customers.