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Ducati Motor Holding S.p.A sought to redesign its dealer business and operating model, processes and tools, and align them to leading industry practices to enhance its operations with dealers and interact with customers through mobile devices.
Accenture helped launch the program with an extensive core function assessment and mobilized a team to design, develop, test, implement and roll out a new dealer communication application for Ducati dealers worldwide, with an innovative user experience, leveraging SAP and Siebel technology.
With Accenture’s help, Ducati has progressed on its journey to high performance with a global solution that serves more than 5,500 users worldwide in seven languages.
By leveraging the new dealer communication system, Ducati is able to capture and consolidate local and global sales activity, spare parts, warranty and service activity, improving the company’s ability to respond daily to changing consumer demand.
Today’s challenging economic and competitive environment demands that automotive dealerships, including motorcycles, offer value-added sales and after-sales services, carry multiple product lines, and manage multiple companies to distribute their products. At the same time, they also need to focus on increasing revenue, improving customer loyalty and decreasing costs.
Ducati was well aware of the importance of a leading-edge dealer communication solution, and made the strategic decision to redesign its dealer business and operating model, processes and tools, and to align them to leading industry practices. This journey would enable Ducati to enhance its operations with dealers and let them interact with customers, as well as helping them optimize sales processes and the management of parts and accessories.
To help drive the transformation journey, Ducati chose Accenture, an experienced collaborator with innovative yet pragmatic ideas. Accenture offered several key capabilities, including industry knowledge and relevant technical knowledge, as well as our ability to deliver a comprehensive solution, from requirements assessment to new operating model development and global rollout. As a large, global organization, we also brought experience in working seamlessly with service providers and mobile operators in the mobility domain.
Accenture was tasked with leading the transformation, and working together with Ducati, launched the program with an extensive core function assessment. Accenture collaborated extensively with Ducati process owners, with a sampling of dealers globally, and with our automotive industry process specialists. Also contributing were various workshops that evaluated Ducati’s requirements, confirmed leading industry practices and benchmarked dealer operating models.
Within just three months, Accenture and Ducati were able to understand Ducati’s current processes, internal issues and requirements, collect comparative operating model benchmarks and identify leading dealer operations practices. This information was used to define Ducati’s future dealer business model, including the high-level definition of a dealer communication solution designed to address the needs of the business and users.
The future model aligned Ducati to competitor-leading business process practices and enabled the Accenture team to design a dealer system solution with one of the most innovative and effective user experiences in the industry— one that was user-friendly, clean, sleek and reinforced Ducati’s brand messaging.
Ducati turned to Accenture to design, develop, test and implement the new dealer communication application for mobile devices called DCS, or Ducati Communication System, an SAP-based interface that lets dealers easily find, send, and receive all the information they need to place orders and track them through production and delivery.
The solution provided more robust functionality for dealers over the company’s existing systems, and also needed to become the single point of access to Ducati’s original equipment manufacturers and back-end systems.
An important activity during the design phase was shaping the user experience for both the desktop computer and the iPad. Accenture developed the visual and user experience to be the same for both devices so that dealers could navigate and interact with the system in the same way, making the solution easy and intuitive to use. The solution entailed integrating the front-end of any online device, such as a workstation, laptop, tablet and mobile phone, with Ducati’s backend SAP, Siebel solutions, and third-party systems, such as the new electronic catalog and the dealer communication system.
After completing the development effort in an impressive six months, Accenture deployed the new dealer communication system to 88 countries across four continents. As part of this deployment, Accenture developed a change management program to help dealers transition smoothly from the old solution to the new one. The new dealer communication system was quickly embraced by Ducati dealers, who responded with positive feedback such as, “it’s a game changer,” “great time saver” and “works perfect, I’m in love with the new system already.” The innovation of the application was also highlighted by Apple’s CEO, Tim Cook, who displayed the Ducati application on the iPad during Apple’s iPhone 5 event in September 2012.
With Accenture’s help, Ducati has progressed on its journey to high performance with a global solution that serves more than 5,500 users worldwide in seven languages. By leveraging the new dealer communication system, Ducati is able to capture and consolidate local and global sales activity, spare parts, warranty, and service activity, improving the company’s ability to respond daily to changing consumer demand.
Dealers use the new solution to run all parts of their business and have a robust tool that provides them with a wide range of capabilities to execute their operational, growth and customer objectives. The solution lets them respond more quickly to changing customer demands and marketplace conditions, and improve their efficiency—making each dealership easier for customers to do business with. Moreover, dealers are now equipped with leading practices for their processes to help them better serve customers in a simple, streamlined fashion.
The deployment of the new dealer communication system supports Ducati’s path to high performance by helping to deliver concrete business value in terms of increased revenue, dealer-focused functionality, improved customer service and decreased costs.
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