Looking for Feedback in the Retail Automotive Sector
Our firm has been approached, somewhat hesitantly, by a large, upper-Midwest, multi-brand auto dealership network. On one hand, they want to improve customer relationships. But at the same time they're pessimistic about the chances their staffs will cooperate. They're also unsure of how and whether they can affordably move data bi-directionally between CRM and Reynolds & Reynold. I'm looking for some examples or case studies we can provide them to allay their concerns. Anyone out there who can help out? If so, your input will be much appreciated.
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Brad Dawson
Automotive Sector- CRM and Data
I hate to say this, but it sounds like the dealership is looking for a software program to fix their problems, and well, it won’t work. The data part a CRM program is only one element, although an important one.
You addressed two concerns, the staff and the migration of the data. On the second concern, most management systems like ADP or Renolds & Renolds have the ability to provide you with reports on customer service and purchase activates, I would speak with them first. This will give you, who your loyal customers are and help to identify which customers are the lucrative ones. Note: you will have to come up with a profile of a loyal customer, remember to back out the warranty work when figuring out how much they spent on service. However, it will not fix why customers are not coming back to the dealership or what needs to be done to provide a win win relationship that they are looking for. However, a customer survey for everyone that comes into the dealership will help identify what needs to be fixed in the eyes of the customer. The survey results will help to convince the staff that things need to be changed.
spo81rty
CRM integration
CRM and DMS integration is very important for a good automotive CRM solution. Most of the DMS providers offer CRM solutions, but they are not the best solutions available. Be sure to check around with other vendors and http://www.drivingsales.com offers vendor reviews.
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