Forrester Research: Forrester Retail Insights Automotive First Look: Research & Event Highlights From Forrester

 02 April 2004
Auto Retail Workshop
Thanks to everyone who attended the 2004 Forrester Automotive Workshop last month. With more than 150 attendees from across the industry, we were thrilled to see so many important bridge-building conversations going on. Among other topics, we discussed what data dealers will divulge to OEMs, and how Subaru of New England is synchronizing service parts management with its dealers. Thanks also to our presenters and panelists for providing such rich content and insight. If you missed the Event, well, there's always next year -- but start sending me questions and ideas today by emailing me at markbunger@forrester.com.


Need A Tech? Hire A Hero
Finding qualified technicians isn't easy, and the auto industry needs to fill an estimated 35,000 jobs annually. So Automotive Retailing Today magazine started the "Hire the Heroes" program, encouraging dealers to hire military personnel coming back from dangerous assignments abroad. It's a great idea. You get to show gratitude to people who have risked their lives for you, but you also get employees who have discipline, skills, and a systematic approach to problem-solving -- just what lean auto retail needs.


Offshore Outsourcing -- You Ain't Seen Nothing Yet
Offshoring of high-tech continues to be a hot potato in postindustrial countries and throughout the auto industry. And most people don't even know about India and China exporting vehicles and the rise of Russian software shops. Some see the offshoring of service jobs as a continuation of the centuries-old trend whereby the last revolution goes abroad when the new one arrives at home. Case in point: The agricultural revolution went to the colonies when Europe was undergoing the Industrial revolution. If you're already onto your next revolution here at home, check out Forrester¿s growing coverage on how to manage offshoring.


US Dealers Are Willing To Share Demand Data With OEMs
US Dealers Are Willing To Share Demand Data With OEMs

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Mergers Happen
You might know that just more than a year ago, Forrester acquired worthy rival Giga. Now you have access to a much broader body of research. So, I thought I'd take this opportunity to put you in touch with the smart people, in-depth data, and bright ideas you now can peruse and use.

Demand Analytics
If your parts warehouse workers are too slow, you have to talk to their managers (and probably their union). But if you suspect that your data warehouse is slacking off, you need to talk to my colleagues Lou Agosta and Laurie Orlov. Check out their brief "How To Tell If The Data Warehouse Is Active Enough." There's a wealth of new business intelligence for you from the combined Forrester-Giga team right here.


How Much Localization Is Justified Managing International Web Sites
As if automakers needed yet another aspect of their business to be uniquely difficult, let's add managing international Web sites to the list. Strategies range from Mercedes-Benz's ironclad-down-to-the-pixel global standard to General Motors' "local in every market" approach. No two automakers tackle international site management in quite the same way. For best practices, check out my colleague Ron Rogowski's "Managing International Sites."

Training
It's hard to think of a better name for a training analyst than Claire Schooley. Claire's research looks at public schools and universities, as well as the technologies that they and corporations can use to manage learning as effectively as they manage manufacturing. So automakers like Ford can train zone managers on new product features without pulling them in from the field, and dealer management system providers like ADP can support dealers with technician's courses to help make up for the shortage of trained mechanics. For example, check out her views on learner-centric (as opposed to content-centric) learning or her tips for choosing a learning content management system (LCMS). Before Claire, I didn't even know there was such a thing as an LCMS -- now I think every company with employees who use their brains on the job needs one.

Have a great spring!


Mark Bünger
Senior Analyst, Automotive Research


Research Referenced In This Issue

eLearning At Your Fingertips (34092)
How To Tell If The Data Warehouse Is Active Enough (33772)
Making Auto Retail Lean (32782)   
Managing International Sites (33781)
Selecting A Russian Offshore Software Developer (33932)
Synchronizing Service Parts Management (34167)
The Challenge of the LCMS Decision (33506)
The Data Dealers Desire — And Will Divulge (34100)

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