Automotive Recall System and Method

Abstract

A system and method for management of automobile recalls functions through a unified recall campaign user interface (UI) web-accessible to an original equipment manufacturer (OEM). The system utilizes both first-party (OEM) data and state registration data to identify vehicle owners by vehicle identification number (VIN). Enhancement data is used to provide contact information, whereby vehicle owners may be contacted concerning a recall repair through multiple channels. The system utilizes feedback during a recall and from previous recalls, as well as segmentation of vehicle owners by behavioral and attitudinal parameters, to optimize the channel(s) and message(s) used in order to maximize recall response. The system further utilizes various feeds of information concerning the recall to optimize recall repair parts distribution among dealers and dealer workforce utilization.

Description

CROSS-REFERENCE TO RELATED APPLICATIONS[0001]This application claims the benefit of provisional patent application No. 62 / 205,896, filed on Aug. 17, 2015. Such application is incorporated herein by reference in its entirety.BACKGROUND[0002]As automotive vehicles continue to become increasingly complex machines with a myriad of sensors, on-board electronics, and various active and passive safety measures, automobile recalls have become more frequent, and are one of the preeminent issues facing the automotive industry today. In such complex machines as a modern automobile, a flaw in a single component can seriously impair the vehicle's function and endanger its driver, its passengers, other drivers on the road, and pedestrians. Because of this danger, the National Highway Transportation Safety Administration (NHTSA) of the US federal government has tightened its focus on automobile original equipment manufacturers (OEMs) who do not undertake a prompt recall when a flaw becomes known, ...

AI Technical Summary

Benefits of technology

[0017]Another advantage of the invention in certain implementations is repair workforce optimization. This works similarly to supply chain optimization, but additional factors considered are the time needed to complete a recall; the day of week information for previous recall completion (week day or weekend); and, if available, the time-of-day information for previous recall completion by segment. This information provides additional insights into periods when additional service technicians are needed. For example, in the previous example of Dealer A and Dealer B, assuming each recall takes ten minutes to complete, and assuming both dealers must complete 100 recalls, they must provide 1000 total minutes of recall work over a period of time. In the previous example then, Dealer A will need more available time for recall work in the first week of the recall compared to Dealer B. More generally, workforce optimization helps ensure that the dealer has the capacity at the right day of the week and time of day when recalled vehicle owners are likely to ask for appointments.

[0018]In addition, workforce optimization using the system in certain implementations of the invention allows for the dealer networks of an OEM to work together to optimize the service department workforce of each dealer. Rules may be established for assigning of recall repairs to different dealerships, and once assigned, the OEM will be able to notify each dealer, inform the dealer how many potential vehicles may be expected for recall repair work, and what level of staffing will be required for the repair facilities. Communication strategies to consumers can be optimized based upon the particular dealer assignments to prevent an overload at a particular dealer, which could frustrate consumers who are unable to schedule a recall repair.

[0019]Another advantage of the invention in certain implementations is the capacity for personalized strategies for repair methods. Examples of repair strategies include completing recall work at the vehicle owner's home, home / office vehicle pick-up and drop-off service, extended dealership hours, weekend dealership hours, and mobile recall sites such as at a commuter parking lot. Adding these options allows the dealer to help plan for the right programs for a particular area or group of vehicle owners; inform vehicle owners and focus on the recall options that may resonate most with them; and utilize owner segments, vehicle segments, current campaign performance, and previous recall performance to optimize results.

[0020]Another advantage of the invention in certain implementations is cost optimization. By providing for the more efficient allocation of repair parts, service personnel, and the appropriate strategy for repair methods, the overall cost of the recall to the OEM and its dealers may be reduced. Using the best-known combination of channels and messaging to expedite completion of a recall decreases ongoing outreach through inefficient channels. For example, if a vehicle owner is not responsive to telephone messages, then continuing to call and leave messages is a waste of OEM resources.

[0021]Another advantage of the invention in certain implementations is that by improving recall response the safety of vehicles for the owners and the general public is improved. This is achieved by reaching the vehicle owner through the optimal channel to improve response, and by ensuring that parts are available and service personnel are available at a time and in a manner that encourages the owner to promptly complete the recall repair.

[0022]An important concern in any use of personally identifiable information (PII) of consumers, including in this particular case of automobile recalls, is the privacy of the consumers' PII. In certain implementations of the invention, all consumer data utilized in the recall program is fully anonymized (i.e., stripped of all PII) before any action is taken that involves digital communications channels. Using well-known hashing algorithms, a unique, anonymous link can be created to match non-PII consumer data to a set of cookies or device IDs or pixel data belonging to a particular consumer. This joined data (again, with PII removed) may be further hashed, using well-known techniques such as SHA-256, to create a customer link that is utilized to build small, lookalike segments. In this way, regulatory compliance and privacy of the consumer is ensured, while at the same time leveraging better targeting for recall communications within a segment, including use of messaging in the digital space. In certain implementations, privacy is further maintained through the use of a separate data store in which no PII is maintained. This data store is maintained by a neutral third party host, such as a marketing service provider like Acxiom Corporation. In this way, parties that are not allowed to access certain data, such as risk data or credit data, are never allowed access to this data, and yet it can be used for identification purposes in order to create the record for a particular consumer. The data store in these implementations may be secured, encrypted, and segregated from all other data stores in order to ensure against any contamination of the data store with PII data or any other party accessing the data.

Problems solved by technology

As automotive vehicles continue to become increasingly complex machines with a myriad of sensors, on-board electronics, and various active and passive safety measures, automobile recalls have become more frequent, and are one of the preeminent issues facing the automotive industry today.

In such complex machines as a modern automobile, a flaw in a single component can seriously impair the vehicle's function and endanger its driver, its passengers, other drivers on the road, and pedestrians.

Unfortunately, however, launching a recall initiative is only the beginning of the process of remedying the issue, because motivating affected owners to complete the needed repair is frequently a much more difficult and nuanced challenge facing the OEM.

Additionally, If NHTSA determines that the OEM's notification program was not as effective as was expected, NHTSA may require the OEM to issue another notification.

There are many disadvantages and limitations in this approach to OEM recalls.

First, state owner registration records alone are not sufficient to identify the current owner and / or driver of every vehicle subject to the recall; many vehicle owners will simply never receive a notice.

In addition, direct mail may not be the optimal channel for reaching all vehicle owners, and a letter may not be the most effective means of engaging and informing owners of the recall.

While the possible application of this practice is very broad, within the automotive industry it has been almost entirely focused on driving revenue through sales, which has obscured alternative applications like reaching and engaging owners of vehicle recalls to drive repair compliance.

The differences between consumer marketing and automotive recalls, however, make the direct application of consumer marketing approaches impractical, and thus a new system and method must be developed to apply these concepts to improve response rates for vehicle recalls.

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