What's your strategy when you're one of the top automobile companies in the world? When it comes to BMW, it means using CRM to strengthen communication with your dealer and make it as easy as possible for potential customers to get all the buyer information they need. That's the world of Ralf Caly, who directs CRM and e-Business for the BMW Group. In this edition of Inside Scoop, Caly talks to CRMGuru.com founder Bob Thompson about customer relationship management and what it means in the automotive industry in general and BMW, specifically.
This interview, which was recorded Dec. 22, 2005, was edited for clarity.
Bob Thompson
I'd like to welcome to our Inside Scoop program Ralf Caly of BMW. We're going to be talking about the BMW Group's CRM implementation. Glad to have you.
Ralf Caly
Thank you.
Bob Thompson
Let's get started by telling our CRMGuru members a bit about your current...
