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Compliance Customer Information and Training Report on Value Chain Responsible Management / 2015 ANNUAL REPORT tions governed by Codes of Ethics regarding communication. 2015, FleetApp was launched, the application for transport pro- fessionals, available in Italian, English, German and Turkish Compliance free for Android and iOS, on Google Play and Apple Store. In just a few steps you can get all the information on the intended Also in 2015: use, available sizes and labelling values, technical specifica- no cases emerged of non-compliance with regulations or tions, tread design and peculiarities of each tyre in the Pirelli voluntary codes concerning marketing activities, includ- range as well as the Formula range, for the transport of per- ing advertising, promotion and sponsorship; sons and/or goods. The application also includes an integrated no significant final penalties were levied and/or paid relat- simulation tool that allows measuring of the possible fuel sav- ing to infringement of laws or regulations, including those ings through using tyres providing higher performance from relating to the supply and use of the Group’s products and/ an energy point of view. or services; Numerous exhibitions, events and initiatives in 2015 in which no cases emerged of non-compliance with regulations or Pirelli took part include: voluntary codes concerning information and labelling of the Commercial Vehicle Show, the largest exhibition on products/services; transport of goods by road ever held at the National Exhibi- no cases of non-compliance with regulations or voluntary tion Centre in Birmingham. codes concerning health and safety impacts of products/ Autopromotec 2015, the event dedicated to the world of auto- services during their life cycle; motive equipment and after market, now in its 26th edition, there were no documented complaints concerning both vi- where Pirelli was present with a large stand featuring tyres olation of privacy and/or the loss of consumers’ data; for car, motorcycle and truck lines. no sales of any of the products sold by Pirelli were not The “Driving Innovation 2015” event held at the suggestive banned or disputed. museum setting of Ca’ la Ghironda, near Bologna, and dur- ing which new products were presented for commercial Customer Information and Training transport: the new tyre for city buses MC:01 and XL range in various lines of the 01 series. 63 Pirelli provides information to customer-distributors and end the TRUCK DAYS event held between Stresa and Vizzola, customers on a continual basis. This information concerns both two days dedicated to tyres for industrial vehicles with the the product and related initiatives, and is disseminated in a -va participation of TEAM, purchasing group of German re- riety of ways, including online communication, and this is com- sellers, and Pirelli Deutschland. A hundred resellers and plemented by information distributed in hard copy format, as their fleet customers were invited to the event. On Pirelli’s well as the range of off-line and online training activities. -On testing circuit, wet braking, noise, comfort and wet handling line communication was strengthened in 2015: the revision of tests were conducted. A space for in-depth study was dedi- the websites and development on mobile devices increased the cated to the Cyberfleet functionalities. A unique opportunity number of hits to more than 9 million, confirming the growing to learn the latest news about products, innovations to -im trend of the use of online as a fundamental touchpoint in the prove performance, in addition to solutions for fleets. search/purchase of tyres. The role of customer services on -dig ital platforms is fundamental: “tyres for your car”, the product The training of Customers on the product even in 2015 was -in catalogue and dealer locator confirm that customers are increas- tense in all markets, both at the points of sale and at the Pirelli ingly well-informed and need clear and immediate responses to sites with visits to the factory, R&D laboratories, and simulations their search on the web, as well as in mobility through smart- of tyre performance. About 4,500 dealers from 17 countries vis- phones. 70% of total access to Pirelli websites comes from search ited the two plants in Settimo Torinese (Italy) and Izmit (Turkey) engines. In 2015, Pirelli also continued to inform its customers in addition to the circuit in Vizzola (Italy) and the R&D Centre in with a digital newsletter, Paddock News, whose main objective Milan. Information and training are therefore conducted with a is to provide an additional means of communication and contact 360º approach. with the trade, and which consists of an international edition, During the year, expansion continued of the online training coordinated centrally from headquarters, and local-language platform Tyre Campus “The Road to Success”, covering a total edition for each market in which Pirelli operates. Paddock News of 23 markets in 16 different languages. This platform aims features a gallery of new products and news from the Company to grow the international coverage of training activities -ex and its Business Units: Car, Motorcycle, Motorsport and Truck. ponentially, by means of a homogeneous approach. Product In terms of paper publications, the company magazines “Pirelli training is delivered in a highly engaging style and with a World” and, for Brazil, “Giro”, continue to play a key role. path leading towards the final goal of certification. Pirelli cer- As for online communication related to Industrial Tyres, in tifies all its dealers who complete the proposed product train- Report on Value Chain Responsible Management / 2015 ANNUAL REPORT ing successfully. The certified dealer status is then indicated er, in addition to the web page present in 10 countries world- in the dealer locator and on a plaque placed at the point of sale. wide, a page dedicated to bikers has been active on Facebook This way, consumers can be aware of which dealers are the since 2012, with 270,000 fans and content posted in 14 differ- most knowledgeable and qualified on the technical features ent countries in the relevant local languages. There has been and benefits of all the products of the Pirelli range. The plat- very positive feedback, over the years, from the activation form dissemination project is well advanced; in 2016, it is -ex of the Metzeler Maps, the Ridexperience blog and “Answers” pected to complete its extension to other markets, introducing feature that involves the users on the site. To maintain active new technical and commercial topics. relationships with consumers, the @metzelermoto channel Also in order to support the product trainers in the markets in on Twitter and YouTube was also created some time ago. For classroom training to the trade, a library of technical content the Pirelli Moto brand, a presence on Facebook is important, was developed for classroom courses and the instrument “Tyre with more than 300,000 fans connected and content posted in Campus Houses”, which aims to concretely demonstrate the many countries in the world, and special attention is dedicated characteristics of Pirelli tyres, the raw materials used for their to Asian countries where Pirelli is developing its social media manufacturing and the differences between the different tread. presence. The Diablo Super Biker mobile application is also of With these tools, Pirelli trainers around the world have concrete great importance, currently accounting for more than 350,000 and innovative support that allows customers to personally un- downloads, and is greatly appreciated by the biker commu- derstand and verify the key characteristics and advanced- tech nity. For this App, there will be an update in early 2016 with nology of Pirelli products. additional improvements (greater precision in calculating data thanks to new algorithms, detection of weather and road sur- Listening and Exchanging Ideas as Sources face conditions, direct links to social media and the possibility for Continuous Improvement of sharing sessions). In general, the CRM project occupies a priority position in the Business Unit, considering the biker Customer relationships are managed by Pirelli principally community as a group of product enthusiasts. through two channels: Also in 2015, the end customer direct listening activity contin- the sales organisation operating in the territory, which has ued through the Brand Tracking survey in the Top Ten Mar- 64 direct contact with the network of customers and which, kets of Pirelli (Italy, Germany, Spain, France, United Kingdom, thanks to advanced information management systems, can Brazil, China, United States, Turkey and Russia). The ongoing process and respond onsite to all the information require- changes made to this study over the years have made it -pos ments of the interlocutor; the sales structure is receives -on sible to refine and improve the precision of business insights going training on product and commercial issues through into the brand role, image profile and characteristics of the the contribution of the Commercial Academy, one of the 10 different touchpoints that influence the end customer’s pur- Pirelli training Academies dedicated to the continuous de- chase decision. velopment and updating of skills of the entire sales network. Pirelli also monitors its competitive position and its brand the Pirelli Tyre Contact Centers, 32 worldwide with more image among end users through the detection of Key Perfor- than 150 employees, performing business operations in IT mance Indicators (KPI) such as Top of Mind, Brand Awareness support and order management (inbound), telemarketing and Brand Consideration. The 2015 survey has confirmed the and teleselling (outbound). position of Pirelli as one of the Top Two best recognised tyre brands in Italy, Germany, Spain and the United Kingdom. In It- In addition to traditional channels, 2015 saw Pirelli achieve aly, Pirelli has also confirmed its leadership in terms of Brand a significant rise internationally in user engagement through Consideration. Outside Europe, Pirelli in Brazil was confirmed Social Media channels, most notably Facebook and Twitter.
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