Yom Kippur - v02 - Locked For Captioning

[music] Hello everyone, my name is Massimo Frazzetta. I am IT CRM project manager at Porsche. Today I am going to talk to you about how we're using Adobe Sign. We improved our Digital Consent collection process. I don't have to talk about my company, I think it's very well known worldwide. But if someone in the audience never heard about us, I would simply say that we produce cars, very special cars. Naturally, very special cars are dedicated to very special customers. That's why during the last 15 years, we've built and improved a world-class CRM platform called [email protected] where we collect millions of customers' data, and make it possible for our markets and headquarters to manage the sales and marketing processing in the most efficient way. Managing customer data is naturally mostly related to security and privacy, and that's why the introduction of the new regulation a couple of years ago three years ago, more or less, makes a challenge for us to introduce processes and controls that make it possible to collect the data at the right moment, in the right way, with the right processes. In Europe, the GDPR regulations are very strict. We are not only forced by the law, but also our special attention to support the customer in the best way. And even to provide our customers with solutions that are not complicated they are smooth, and they are best of breed for technology relevance and use. Then we started an evaluation process to introduce digital signatures because we said we cannot deal with paper processes anymore it didn't totally have to do with the environment but with scalability and efficiency of our internal process. We evaluated the best digital signature platform at the moment with a very rigorous and severe evaluation process. And at the end, we decided that Adobe Sign was the right partner to provide the right solution for us. And as I said the first use case that we used our reference to introduce this digital signature, was the so-called declaration of content. And I will spend a few words afterwards about what that's about. This solution is actually live in many markets in Europe, and we plan to extend the use of this solution in other markets in Europe and even worldwide in the next years. As I said, we started from paper and paper, as you know, is very error prone. It's possible to make errors compiling models. it's possible to make errors making downloads and making uploads. And naturally we spend a lot of time managing with paper, we have to archive it, it's not the best way to go further with this process and to improve the quality of the data that we are managing. That's why we decided to move in a direction that made it possible for us to use channels that are more practical for our customers, like email, and first of all, digital media like tablets and mobile phones. That was our starting point and if you have a quick look at the numbers, you can understand why we have this huge need to change our process. In the paper-based world, where we started, the single collection of a Digital Consent document was 8 minutes long. You can multiply 8 minutes by all the Digital Consent we have to collect. And as I said before, Digital Consent is a document that is a legal necessity to collect the authorization of the customer to deal with this data, and to decide which kind of channel can be used to contact the customer in the future. So it's not a simple thing, and every market has a special definition, special modules, special options that need to be defined and designed in the models. In the paper world, as I said, 8 minutes is the optimistic view because people have to deal with paper, download, compile it, have the customer sign it with a pen, scan it again, and upload it. You can imagine, it's the 21st century and it's not the best way to deal with a digital process and the collection of information. Naturally, the quality of data, the possibility to report and synchronize this data into our CRM system was not very efficient. Naturally, if our dealer people in the Porsche center worldwide, have to deal with this paper business, they have less time to dedicate to their main activity. There is selling cars, consulting customers, providing support. That's another thing that was not very efficient for us. Making a simple evaluation of the volume of dealer people that are in Europe, in the GDPR market, starting with this market. First of all, taking into account how many documents we have to deal with, taking into account how the situation can scale in the future, following simple statistics about the past, we can see that a lot of time is going to be wasted in doing bureaucratic work instead of supporting the customer, the most important thing. It's even an image thing because as you can imagine we provide very special cars with the best technology, and we show a not very efficient process to support this kind of product. Very, very interesting. So we moved and moving means a big jump in time execution. As you can see, the slide simply compares the past and the present, after the introduction of the digital signature solution with Adobe Sign. It's very, very huge and impressive. We are talking about 24 times faster and even faster because naturally we are talking about things that more or less during the time go automatically. And people can be even faster because everything is happening digitally it's updating the system, and as soon as there is no physical movement of things, there is no paper involved, it's very, very efficient. All this time multiplied by all the documents, it's a huge amount of time saved that can be dedicated to more productive activities. Time was the most important element that we identified as a driver for the change. A few words about how this works concretely, I don't want to bore you with a demo of the systems because even for the privacy regulations there are some disclosures about our template documents that I can't show you but I think that it's more important here to understand how the things work correctly. Actually we have the customer data saved internally in our CRM and from the customer data mask, it's possible to activate a function to send the digital consent document. The digital consent documents are presaved templates, they are saved into the Adobe Sign platform, so the salesperson, depending on the market, depending on the language, you can imagine in a market like Switzerland, you have different languages possible to use. So they can choose the right module, they can choose the right channel to use, and automatically, this module is pre-filled with all the customer data taken directly from the CRM mask so there's no possibility of making errors because the data is quality controlled in advance and the reason is 100% compliance between the data and the system and the data and the module. This module with the customer's data is sent using 2 possibilities. The first possibility is to send it via email. So the customer receives it using the standard Adobe Sign process in email and it's possible for him to go into the Adobe Sign without the need to have an Adobe Sign account and sign the document. And automatically the document is collected back in our CRM platform uploaded as a PDF. This is not only a simpler collection and archiving of the documents, electronically archiving, but also the options that are related to the consent, are automatically updating to the system. For example, I'm the customer and I've decided that I want to be contacted by email but not by telephone, naturally, this option will be reflected automatically into the system as consent channel definition, depending on my choice The second possibility for sending the document is using the digital consent sending. So the document is sent to a mobile phone or to a digital platform, a tablet, for example, and that can be the mobile phone or tablet of the customer at home or wherever you want to receive that, or directly at the Porsche Center. All the Porsche Centers are equipped with tablets where they can immediately receive the digital consent document. and then let the customer sign it electronically. So without using paper, they have a sure mode where all the data can be reviewed, they reflect 100% what the CRM represents and immediately send back the PDF module with all the information, and the signature and the choice of the customer. So you can imagine that using this system in the last 2 years we have a very great improvement. Especially in this difficult last year and beginning of this year, it was very important, it was naturally something that we wouldn't imagine at the beginning, but in the end, it was a positive side effect to have this solution in place in order to support our digital sales process and digital collection of information process. A few words about the technical perspective, the most important interesting thing about our CRM platform, it's historically based into our internal network. So we have to deal with not only the technical configuration of the system they're located in, a very sure zone that needs to be prevented for external excess, and a solution that has to deal with the cloud. This solution was very efficiently found with the definition of communication protocol through a servlet placed in the middle between the Adobe Sign API and our CRM system. The use of the servlet made it possible to couple the CRM system to the API and made it possible even to have this art of connection available even for other use cases that are going to come up in the future. And they are probably still in elaboration in other departments at Porsche in order to introduce the digital signature even for other processes and projects. Generally speaking, I dont want to bore you with many technical things, but first of all CRM calls the servlet that displays in AWS send the information via Jason for taking care of the kind of modules that need to be used for the digital signature with the customer data, and the servlet called the Adobe Sign API in order to do the job and provide for the customer the document for the signature and make the signed document available for the collection for our CRM system. So the circle is closed, the operation is very fast. We generally have 2 modes to collect information. We have the polling during the day of the fine times, but we also have the possibility to immediately collect the signed document if there is urgency. For example, the customer is directly at the sales center and they want to have feedback immediately because he has signed on the tablet, and so on and so on. That works very well. Technically, even from an administration perspective, naturally we approved very deeply, the security of the aspect using pen tests, and using all the possible technical evaluation of the security and everything works very smoothly and very fine. So closing the loop, what we have taken back. The advantages are very relevant. As I said, speed up, 24 times faster. This is not only a thing that is related to the simple time, but for the efficiency, for the general definition of the process. Inside the bigger amount of activity, there is the sales process itself. We removed paper from the picture and this is not only helpful for our environment, but is something that makes it possible for us to eliminate other side processes. Becuase you can imagine, partner archiving, taking care of legal relevant documents, and so on, they are all things that in the previous years, take a lot of time, a lot of space, a lot of attention from the most important activity and efficiency. And that was naturally one of the main goals of the introduction of the digital signatures. Reducing errors, this was another very important thing. When we are dealing with legal documents, legal processes, it's very important because even a wrong letter, written in a hurry, during a manual compilation of a module can simply make it totally unusable because the document was sent to a person called John and you wrote Jim and suddenly this doesn't match anymore it doesn't make any sense to have this document. You have to call the customer, let him sign again, it's naturally disturbing, it's not a happy thing for either side. Data quality. This is one of our north stars that we are trying to follow in our CRM platform. Have the data be quality because the quality of data makes it possible for us to provide better service and to have the best possible details to support the relationship because working in CRM is first of all taking care of the customer in the best way and knowing everything is needed to make these things possible. The digital consent collection helps us understand which way we can reach the customer in the future. Which are the channels that he wants to be contacted with. This is naturally what was very important for us. And last but not least, is the increasing of traceability. Traceability is the possibility to know in every moment of the process where we are, because you can imagine in the past we've had to deal with a paper-based process and the customer eventually is not at the Porsche Center to sign the document. So you have to send the paper based email and you don't know if he received it, sign and send it back, and so on and so on. Here we have in every moment the possibility to say when it has been signed, when it has been sent, what is the situation. This is eventually documented. They are waiting for something, there are things that need to be collected, there is some kind of review on the side of the salesperson, and so on and so on. In this sense, the technical integration and the audit of the traceability data that Adobe Sign provides us are the best instruments to help in this direction. Thank you very much for your attention. I hope that this quick overview about our solution was helpful for you. And I wish that you enjoy the other presentations. Thank you very much.