CASE STUDIES

Indirect – NAVTEQ e-learning

Introduction

www.understandingsatnav.com was an innovative online approach to increase the revenue from map upgrades – one of several distinct marketing channels within NAVTEQ’s overall go to market plan.

Background

NAVTEQ is a world leader in premium-quality digital map data. NAVTEQ provides the data for most built-in vehicle navigation systems sold in North America and Europe. It’s also the driving force behind a new generation of important navigation services, including: Internet websites, Enterprise/Fleet/GIS solutions and Location Based Services (LBS).

Most drivers’ recognition of NAVTEQ is relatively low, and the understanding of ‘how to get my map updated’ reflects this. To a BMW driver the OEM on board Sat Nav is a ‘BMW Sat Nav’ and so they ‘assume’ that map upgrades would be part of the service plan with BMW. However, the BMW service engineers are also generally not that aware of the opportunity to sell customer map upgrades – this being just one small example of multiple service opportunities.

NAVTEQ recognised, therefore, that even a relatively small increase in map upgrades across its installed base of several million units throughout Europe, could yield a significant increase in revenue and profit and that the way to do this would be to ‘educate’ the dealer sales staff.

Objective

Engage and educate car dealer sales staff to support the sell of Sat Nav map upgrades.

Our approach

We first approached a number of car dealerships to meet sales staff in order to understand the target audience. The scale of the target audience mitigated against direct selling – with over 20,000 major dealers across Europe, NAVTEQ was not able to service through face to face selling.

We appreciated that car dealer after sales face many challenges and it became very clear that remembering to sell in-car Sat Nav upgrades was not high on their priorities. The relative revenue to ease of sale was not high compared to, for example, new brakes – £££high, importance high. However, the profitability was good which the sales staff did not understand.

Sat Nav being a relatively new addition to the in-vehicle communications facilities, there was also a lack of understanding of how it all worked, and it became clear that sales staff did not appreciate that there was a ‘software component’ to the systems.

We therefore created an e-learning site www.understandingsatnav.com, an online course which after sales staff could ‘complete’.
This enabled them to:

• Understand the product
• Register to become accredited
• Provide data which enabled NAVTEQ to measure effectiveness.

Results

Over 10,000 dealer after sales staff have so far successfully completed the course and become certified.

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