[Posted on 8 July 2013 by Car Research]
As a dealership, you need to be concerned with such things as gross profit and the customer satisfaction index, which is why dealership CRM is important. By using it, you can manage your customers more effectively. A variety of tips exist to ensure you are managing your customers the best way that you can – and enjoying all of the benefits.
Marketing departments around the globe are beginning to take advantage of customer relationship management, commonly abbreviated to CRM. It’s where you can begin focusing on what’s important to you and the customer at the same time. Plus, it’s all automated so you don’t have to do a lot of the work on your own.
When you use an Auto Dealer CRM program, you want to find one that has a variety of different features – even if you don’t plan on using them all right away. For example, you can find CRM programs with a loaner car manager. This allows you to keep track of all the loaner cars that you give out. If you don’t have this program in place now, it may be something to consider down the road – especially when managing it has become automated.
As you search for a dealership CRM program, it’s important to gather as much details about customers as you possibly can. This will help to enhance the customer experience all the while providing you with more revenue generating opportunities. If you can manage the lifetime of a customer, you have the ability to contact them before they have the chance to sell their car to someone else and buy somewhere else.
Your goal should always be to put the customer first. If you don’t know what your customer wants, what they need or anything else about them, you will not be able to put your customer first. Auto Dealer Monthly even recommends the use of a dealership CRM program because it will allow you to manage texts, provide more details to customers and even keep sales in progress so that you can try and seal the deal more often.
If you have people visiting your dealership and you aren’t capturing information about them then and there, you may be losing out on a lot of sales. Customers don’t always buy on the first visit to the dealership. By having a tracker in the computer system, you can ensure communications are still being sent to the customer.
You can also use dealership CRM to provide goals to your sales team – and track what they are doing. This makes it easier to find out who is performing and who isn’t performing. Letting your sales team loose on the dealership may or may not work for you. If you aren’t generating the revenue you desire, it may be time to start automating more processes – which involves managing your employees and your customers in a more effective manner.