ENABLING A
MONUMENTAL SHIFTin Transport and Mobility with Customer Engine for Salesforce Auto CloudTM

The past several years have brought
about a period of deep and rapidchange within the automotiveindustry. Once focused on delivering a
singular product via one-time
purchase, original equipment
manufacturers (OEMs) are now at thecenter of a complex, connected andconstantly evolving ecosystem.
In this new network, OEMs serve as theorchestrators, carefully coordinating
all members of the value chain andensuring each party has the data andinsights needed to enable efficient
operations and create effective andengaging experiences.

2Salesforce Auto Cloud3

What’s driving disruption
in the auto industry
Disruption across the value chain is driving a monumental shift intransport and mobility, impacting how automotive players structure, runand grow their business – and the experience they deliver to customers.

CUSTOMER DISRUPTIONS
Digital ﬁrst purchasing experience,
and alternative ownership models
Extended customer journey
Extended and diversiﬁed drivers’ journeys

PRODUCT DISRUPTIONSElectriﬁcation and the race to sustainability
A new level of personalization and adaptationMaximum ease of use

ECOSYSTEM DISRUPTIONS
From selling vehicles to providing
mobility services
Changes to ecosystem participation
Compliance, standardization,and “coopetition”

4

CULTURE AND SKILLSDISRUPTIONSTECHNOLOGY DISRUPTIONSThe need for agility
Tackling unprecedented
skills shortages

Software-driven transformation and platform approach
Industrial automation and technological convergence
Safety and cybersecurity

Salesforce Auto CloudSPOTLIGHT:
AGENCY SALES
MODEL
In the automotive industry, there isincreasing demand for an upgraded,
convenient online-offline sales journeythat matches buying expectations andservice standards in other industries.
Agency sales can be viewed as anevolution of the traditional threetiered sales model. In this model,
OEMs interact directly with customers
and take responsibility for the sales
transaction. The dealer remains theface to the customer but is no longer
the contractual partner and instead
acts as an agent.

In terms of adoption, OEMs canencourage and support global dealer
networks by providing graduatedlevels of participation, starting witha small segment of inventory, such as
EVs. Over time, the dealers can slowly
increase the percentage of inventory
run through the OEM’s portal as theysee success. OEMs can also alleviatedealer’s reticence by outlining thereference procedures for online
OEM-generated leads, ensuring a fair
process for everyone to share in thebenefits of a centralized program.

Central to this model is a robust
lead management and sales toolthat provides access to 360-degree
customer data and enables insights
generation and sharing throughout
the lifecycle.
OEM as maincontact tocustomer

THE CUSTOMER DRIVES THE PROCESS
Agency Sales Model

End-to-end
online oromnichannelsales process

While the agency
sales model will haveregional variation, theultimate goal is thesame: to create better
digital journeys, moretransparency in thepurchasing process
and better alignment
between dealers andOEMs.

Data-driven
customerinteraction

Customerdata managed
by OEM

Stronginvolvementof local dealer

5

6

Salesforce Auto Cloud

The importanceof sustainability
For decades, the automotive industry
has been under considerable pressure
from governments and society toembrace sustainability. While theindustry has made important steps
toward a more sustainable future,especially as it relates to CO2 emissions,most automakers have struggled tomaintain early progress as demands for
SUVs and other higher fuel consumption
vehicles has risen in recent years.

1. Lowering carbon emissions
through EVs and otherdecarbonization efforts
2. Infusing sustainability across thevalue chain and enabling a true
circular economy
3. Embracing digital sustainability,
especially as it relates to IT
sustainability and a shift tomobility providers

For automakers to meet or exceed theambitious goals required of the industry,
OEMs need to consider the entire valuechain. Our recent survey identified
three core issues that can accelerate theindustry’s sustainability agenda:
With our Customer Engine, built on the Salesforce PlatformTM,
OEMs can prototype and extend prebuilt features for:7

SPOTLIGHT: HOW THE
METAVERSE IS RESHAPING
THE AUTO LANDSCAPE
Every sector will undergo radical
changes in the coming years as a resultof the metaverse – and the automotive
industry is no different. The
transformative power of immersive
technologies is set to reshape theautomotive industry in potentiallyfundamental ways, includingemerging use cases related to digitalengineering, simulation, testing,monitoring, operations, virtual training,
virtual commerce, and digital identity.
For example, automakers havebegun to leverage digital ledger
technology (DLT), such as blockchain,
to transform and extend offline
and centralized applications todecentralized playing fields, thus
creating immersive experiences andworking environments. In the midstof virtualized and decentralizedapplications, we also recognize central
playing fields and the enormous
potential at two borders: real andvirtual worlds, such as digital twin,and centralized and decentralizedauthority, as seen through smart
contracts.
While some of these technologies arestill nascent, OEMs should begin toposition themselves for business inthis exciting new frontier and develop
coherent strategies as the market
evolves rapidly.

METAVERSEDIGITAL TWIN
Warehouse
Management
Manufacturing

8SMART CONNECT
Immersive
Training
DigitalEngineering

Digital Identity
Cryptocurrency
NFTs

Field & Customer
Service

VirtualCommerce

DeFi

Product Discovery

Virtual Test Drive

DAO

Retail & In Store
Shopping

RemoteCollaboration

Web3Testing

Simulation

Salesforce Auto CloudVirtual Real
EstateLaws & Regulations
Real Estate
Insurance
Capital Markets
Suppy Chain
Loyalty
Digital Business9What’s next for OEMs?
As the industry’s focus shifts from vehicles to transportation services,
OEMs need to reinvent themselves as true digital companies. While everyorganization’s transformation journey is unique, the industry is united
in its vision for the future – meaning that all organizations are working
towards the same goal, even if they are operating at different paces orstarting from different positions.
The actions of each OEM will bedefined by where they are in theirtransformation program and theirability to accelerate and scale key
initiatives to reach higher levelsof maturity.

collaboration across organizational
units and forge long-term, strategic
partnerships with software andtechnology service providers on key
software frontiers.

Action 1: Harness the power of data.

Action 3: Go virtual with theSalesforce Platform.

In today’s landscape, OEMs needto create a cohesive, seamlessuser experience that integrates
the perspectives of customers,
employees, and partners. This requiresorganizations to tap into the power ofdata to more quickly enable intelligentvehicles, intelligent operations, andintelligent services, faster.

For OEMs, the future of operations –from R&D to sales to service – is virtual.
Auto brands must leverage their new
data capabilities and reimagined
third-party partnerships to shift corebusiness functions to the metaverse,
enable innovative new use cases andcraft a truly engaging and connecteduser experience.

Action 2: Rethink existing
relationships.
OEMs must fundamentally rethink
traditional relationships and rewrite
the rules of engagement based noton history and experience, but theactual needs and expectations of thestakeholder. Organizations must also
leverage software toolchains andagile methodology to foster greater

10Salesforce Auto CloudBecoming a frontrunnerwith Customer Engine
for Auto Cloud
Capgemini and Salesforce have been working together for years to createa platform that brings together the consumer, dealer, OEM and thirdparty providers to revitalize sales, renew trust, and reinvent ownershipfor today’s driver. Together we help forward-thinking companies embrace
and accelerate change to position their business at the forefront ofthe industry.
The Customer Engine is a strategicallycurated, client-tested collection of
reusable assets for Auto Cloud thatenables the rapid delivery of newcapabilities, the contactless commerce,
digital sales models and complex
ecosystem integration. Our accelerator
features collaborative campaign
management, lead and opportunity
management, as well as artificial
intelligence elements, such as incentive
personalization and next best action
recommendations, to help brands
create an environment of ease forthe customer.

The Customer Engine finds solutions
around today’s challenges for mobility
services and carbon footprint
management through multi-cloud
integration and synchronization,
enabling organizations to create asingle view of the entire businesswithin the Salesforce Platform.
We’re excited to take this next stepin our partnership with Salesforce
and bring the power of the Customer
Engine to life with the world’s leading
engagement platform via the newly
launched Auto Cloud.

20%
time savings whenusing the Customer
Engine as a
Demonstrator inscoping phases

15%
less effort required for
rapid prototyping toboost solution design15%
reduction indevelopment efforts
through integration ofsoftware modules

11A closer look atCustomer Engine
The Customer Engine, part of Capgemini’s Smart Mobility Connect
offering, is the architectural framework to reimagine the customer
experience of the future. We help clients expedite innovation throughpioneering technology and data analytics and achieve insightful results
and scalability by providing state-of-the-art AI functionalities that connect
all involved parties of the mobility ecosystem.

THE NEW CUSTOMER ENGINE

Customers can seamlesslyinteract with the car, theOEM, dealers and third-partyfunction providers andimprove their carbon
footprint through multimodal
mobility oﬀers and intelligent
recommendations.

CUSTOMERS

Dealers can optimize theentire customer lifecycle
management process throughdata-driven customer
dialogue measures andprovide functions thatenhance the customer‘sservice experience.

DEALERS

12

Salesforce Auto Cloud

OEMs can design andimplement data-driven
customer dialogue measuresthat are harmonized acrossall touchpoints and canprovide functions thatenhance the customer‘smobility and service
experience while also
tracking sustainability.

OEMS

Third-parties can provide
functions that enhance thecustomer‘s mobility
experience and launch
dedicated campaigns thatstrengthen business results
within and beyond thedomain of mobility.

THIRD-PARTIESCustomer Engine for Auto
Cloud Use Cases
Capgemini and Salesforce have been working together for years tocreate a platform that brings together the consumer, dealer, OEM
and third-party providers to revitalize sales, renew trust, and reinvent
ownership for today’s driver. Together we help forward-thinking
companies embrace and accelerate change to position their business at
the forefront of the industry.
Customer Engine for Auto Cloud
enables a wide range of core businessand advanced use cases, helping
clients accelerate the development or
configuration of bespoke services thatcan be leveraged in conjunction withthe applications in their wider systems
landscape. This allows customers toquickly and flexibly conceptualize,
develop, implement, and scaleinnovative use cases and services,leveraging cutting-edge technology
and deep cross-industry expertise.
Our modular Customer Engine
offering is designed to help our clientstake different speeds at realizing
the customer experience of theirecosystem, either by conducting
dedicated pilots, planning and realizingorganizational, transformations, oreven using the Customer Engine as thestarting point for a service platform.

AutomotiveCore Business
MarketingSales

After-sales• Campaign• Opportunity• Request• Test Drive• Direct Sales • Customer Portal• Lead Mgmt. • Sales of Digital• Retention
Services

Enriched by additional functionalities tosupport core business• Chat bot for test drive request• Einstein for Next Best Action• Twitter for test drive request andcustomer complaints• Lead routing between sales levels

Innovative Use
Cases
Carbon Footprint
Management
to support OEMs andDealer to keep trackof the carbon
footprint to meetobjectives

Mobility Servicesprovided to customers
to establish along-lasting customer
relationship and totransform into
mobility providers...and more to come• Reﬂection of new sales models• Loyalty Programs• Integration of international socialnetworks, e.g. WeChat• New communication channels

13Getting started
with Capgemini
At Capgemini, we believe we have a major role to play in building
the future of the sustainable mobility industry.
Capgemini is an end-to-end transformation partner that helps autoorganizations deliver a smarter, safer and more sustainable mobility
experience across four critical areas: software excellence, vehicle
technology, customer-centricity, and sustainability.
Our deep industry expertise, combinedwith our capabilities in digitalengineering, experience design andsupply chain excellence, enable clientsto launch intelligent products andservices, infuse intelligent operations

throughout the business, and unlock
new business models to diversify
income streams, improve overall
resiliency and enhance the CX.

WHERE IS YOUR ORGANIZATION… AND WHERE DOES IT WANT TO BE?
Agency Sales Model

1SHOWROOMDIGITAL

Traditional buying experience
Limited integration within thepartner networkCloud-enabled, digital-ﬁrst
customer journey
Reimagined partnerships

Early-stage data foundation

3

Robust ecosystem integration
WHAT ISYOUR
DESTINATION?

4

CONNECTED ECOSYSTEMAUTOMOTIVE METAVERSE

Fully-immersive digital experiences

Immersive tech, mixed reality and DLT
Virtual R&D, testing and production
Digital factory and industrial metaverse
Virtual or fractionalized ownership
thru NFTs

Digital-twin capabilities
Fully-integrated partner ecosystem

Collaborative out-of-car experiences

14

2

Salesforce Auto Cloud15

CASE STUDIES
German-based global
volume OEM Centerof Excellence
Salesforce was set as thestrategic technology partner
at a German volume vehicle
manufacturer
Salesforce landscape is highly
heterogenous across brands/
markets and, as a result, aCenter of Excellence wasintroduced to ensure global
CRM approach
Capgemini was responsiblefor defining the strategy anddeveloping the required tools
and services

16

Salesforce Auto Cloud

CHALLENGES

BENEFIT• The German volume vehicle
manufacturer decided to use
Salesforce for all customer
interactions across brands andmarkets• In order to achieve a high degreeof standardization and thus exploit
synergy potential, the manufacturer
established a Salesforce Center ofExcellence to manage and support
new Salesforce initiatives acrossmarkets and brands• Standards for core capabilities inMarketing, Sales, and CRM• Holistic processes of demand intake,
implementation assistance, andharvesting (packable and reusablesolutions)• A digital marketplace, knowledge
and training hubs for users, as wellas tools for project administration
within the scope of the local
Salesforce implementation

SOLUTION• Capgemini Invent supports theSalesforce Center of Excellence bydefining their new strategy (inclusivestructure and scaling model)and governance, as well as theconceptual design• It also includes the developmentof a harvesting toolbox as a digitalmarketplace for standardized
Salesforce solutions within
the groupSweden-based
international premium
OEM global mobility
service subscription
application
Capgemini supported a
Swedish OEM with theinternational implementationof a global mobility service
subscription application
The automotive industry
is currently marked by thetrend of vehicle subscription
services

CHALLENGES

BENEFIT• Strategic decision to launch adirect mobility subscription service
worldwide, with the first go-livein Germany• Implementation requires a new legal
entity, new business processes, anda new application for managing
subscription contracts and vehicles• Limited competence and no internal
project team in place• Application development is takenover by a software supplier that
requires further coordination withinternal business stakeholders• Enablement and facilitation of theimplementation of a market offeringtaking new customer demands
into account• Support in pre- and post go-live
phase• Support for the setup of a new line
organization to ensure smoothmarket roll-outs, continuous
application optimization,and development• Standardized blueprint approach forfast and simple implementation

SOLUTION• Collection of identified business
requirements, as well asprioritization to amend thestandard application• Design of standard processes,
an integration landscape, anddevelopment of a technicalintegrations guide• Definition of a testing concept andmonitoring of error handling to
improve system functionalities• On-site support and error handlingduring go-live• Development of a roll-out plan forthe markets• Definition of input for the
preparation of training material• Guidance and support for theorganizational setup• Blueprint approach for future
market implementations
17

About Capgemini
Capgemini is a global leader in partnering with companies to transform and manage
their business by harnessing the power of technology. The Group is guided everyday
by its purpose of unleashing human energy through technology for an inclusive andsustainable future. It is a responsible and diverse organization of over 340,000 teammembers in more than 50 countries. With its strong 55-year heritage and deep industry
expertise, Capgemini is trusted by its clients to address the entire breadth of theirbusiness needs, from strategy and design to operations, fueled by the fast evolving
and innovative world of cloud, data, AI, connectivity, software, digital engineering andplatforms. The Group reported in 2021 global revenues of €18 billion.

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