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12 Ways Dealer CRM Keeps Your Customers Engaged

Posted on July 15, 2015 by Car Research

In order for your dealership to remain profitable in today’s competitive market, you must continually seek out new customers with innovative advertising and promotions, while also keeping your current customers engaged and returning for additional products and services.


In today’s high-tech environment, that means using multiple marketing channels and approaching each customer as an individual to cut through all the advertising clutter. This requires collecting, storing, sorting and utilizing large amounts of customer data effectively.

Dealer CRM software makes this easy, and here are a few of the ways it can help keep your customers engaged and interested in your products:


Better Information

Nearly all of today’s car sales start on the Internet. Simply by typing in a few search terms, a potential customer can find any vehicle, any model they might be interested in. With proper dealer CRM software, you can make sure that your Internet presence is as productive as possible by providing a great website with plenty of information about your current inventory and multiple communications methods, including email, phone, text, and social media. With multiple points of engagement, you can collect as many leads as possible, and your dealer CRM software can keep track of those leads, continually engaging the customer by phone, email and text until a decision is made.


Inventory Management

Dealer CRM software can streamline your online inventory management, allowing you to easily update the inventory by removing or adding vehicles as necessary. Each vehicle can have a detailed description with full specifications and multiple photos so that your customer can find exactly the vehicle he or she is looking for. Search functions and advanced filtering options help customers narrow down the options and make the experience easier. It can also streamline your marketing by helping you to generate listings for third-party services such as eBay or Craigslist.


Lead Generation

Dealer CRM automates the collection of Internet leads, and helps to manage them. It can generate follow-up responses to customer’s questions and can automatically contact customers with new offers and promotions. It can help your sales and service staff keep track of your customer’s service appointments and remind your staff of sales opportunities like premium services and accessories at every transaction. The CRM software can also help you follow up on every sales and service appointment with the customer, generating customer loyalty and new possibilities for sales.


Electronic Brochures

Customized brochures with detailed information can be generated by your dealer CRM for any vehicle in your inventory and sent out to your customers from your website, through email or through text, in response to a customer’s inquiry or as part of a promotion. These can be used to close sales, generate leads or attract attention to new models.


Direct Mail

Using existing customer data, dealer CRM software can help you design direct mail programs that are tailored to each customer and more likely to result in responses and direct sales increases. CRM software designed specifically for dealerships can eliminate methods that often fail and use only methods that have been proven time and time again to generate results.



With dealer CRM software you can build and maintain email lists that will help improve your sales and profits. You can better target your emails to willing buyers and generate campaigns that are engaging and entertaining, and much less likely to end up in the trash or spam folders of your contact list.



Dealer CRM software can integrate with your BDC to coordinate your phone marketing efforts. By working with your existing customer data and Internet leads you can generate prospect lists that are more likely to receive good response rates, and you can expand your marketing efforts with post-sales and service calls.


Text Messages

With dealer CRM software, you can include text messages in your promotions, and send out automatic service reminders, coupons and other communications that drive sales. With full smart-phone integration, you can also send links to promotions on your website or social media accounts.


Social Media

Social media is one of today’s most important platforms for marketing. With dealer CRM software, you can collect your customer’s social media information and keep them engaged by sending out regular messages, promotions, and other communications. By encouraging your customers to like and share your promotions you can also reach a much wider customer base.


Loyalty Program

With special promotions and discounts for your existing customers, you can keep them coming through the door for new vehicles, regular maintenance, and premium accessories and services. Your dealer CRM software can help you design a loyalty program that will keep your customers interested and returning to your dealership often. By integrating your loyalty program with your marketing efforts, you can continuously remind your customers about promotions through email, phone, text and social media.


Data Analysis

By combining all of your customer data into one place with your dealer CRM software, you can determine what services and products your customers will need or want in the future and make sure that you have both regular and premium options. You can learn how well your marketing efforts have worked, and improve them to reach your specific goals. You can also target your marketing efforts more precisely to each customer as you acquire more data, and constantly adjust your tactics get them right. Each customer’s data is available instantly, and can be monitored with extreme levels of detail.


Employee Tracking

With dealer CRM you can keep track of how your employees are performing, and make sure they are taking advantage of all sales opportunities and following up with customers where necessary. The software can also help them streamline their sales process and offer premium parts, accessories and services wherever possible to improve customer satisfaction and increase sales.

With dealer CRM software, you will have the tools to make sure that your customers do not lose interest in your products and services, and that they keep coming back whenever they need a new vehicle or need to have their current vehicles serviced. It will also help you improve your marketing efforts and maximize your sales potential.


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