FORD_SRDE_2018

38 iDEAL We support the development of our dealers in terms of employee improvement, customer satisfaction and corporate culture through iDEAL which is a digitalisation project that will completely transform customer experiences during and after sales. As part of the project, we centralise our dealership systems and connect these to a central customer relations management system (CRM). This year, we built CRM infrastructure at 150 points and disseminated the system throughout almost all our dealerships. We started to commission new functions according to the project’s road map. Among these functions, there are 360-degree view of customer and vehicle data, sales force automation, customer prospect and opportunity management, new job order listing, new vehicle order module, customer ticket management and Video Information System which is a first in the Turkish sector. Platform enables speed and efficiency and offers various advantages such as monitoring customer and vehicle footprint, reaching to new customers and offering customised campaigns. Thanks to the project, the rate of transition from offer to order was raised to 31% from 2%. We will fully put iDEAL into operation in 2019 and add more than 200 modules to the platform. Employee Satisfaction and Development at the Dealers Competency and satisfaction of dealership employees are important for customer relations and experiences. We see dealership employees as brand ambassadors and work to enable them to provide the best service. This year, we conducted a centralised employee satisfaction survey on our dealerships and we plan to conduct these surveys on an annual basis. 84% of our dealers participated in the survey and the satisfaction rate was 84%. According to the results of the survey, we support dealers in making improvements. We moved human resources systems at the dealers to a digital and centralised system. Dealers are able to follow up their employees according to their competencies and CVs. And our dealership department contributes in the processes by designing training specific to the individuals and regions according to the dealership employee competencies. We have the goal to increase the number of training provided in the digital environment and include performance management in the central system in the next years. Dealers Council Through “Dealers Council” which has been continuing for over 25 years, dealers actively engage in the processes and the Council plays an active role in the two-way communication and the development of relations. The council constituted of representatives selected by the dealers gathers periodically and develop suggestions together with management representatives in sales, after sales and marketing activities. Furthermore, a Dealership Meeting is organised each year to which all vehicle dealers attend. Through “Dealers Council” which has been continuing for over 25 years, dealers actively engage in the processes and the Council plays an active role in the two-way communication and the development of relations. Thanks to this project, the rate of transition from offer to order was raised to 31% from 2%. SUSTAINABLE AND PROFITABLE GROWTH