{"id":2081,"date":"2014-07-01T09:38:24","date_gmt":"2014-07-01T09:38:24","guid":{"rendered":"http:\/\/109.73.228.210\/~technos8\/?p=782"},"modified":"2021-06-22T06:37:28","modified_gmt":"2021-06-22T06:37:28","slug":"breaking-five-auto-industry-crm-myths","status":"publish","type":"post","link":"https:\/\/technosoftautomotive.com\/zh-hk\/breaking-five-auto-industry-crm-myths","title":{"rendered":"Breaking Five Auto Industry CRM Myths"},"content":{"rendered":"
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The application of dealership CRM<\/a> software in the automotive industry is still largely misunderstood. Perhaps it\u2019s because the term CRM is used loosely to describe any tool that does anything that relates to a customer or prospect or perhaps we simply just need to do a better job conveying what the standard is and how it can be effectively implemented at a dealership. Either way, I thought I\u2019d attempt to set the record straight by debunking five common myths about dealership CRM software in our industry.<\/p>\n

Myth #1
\nI have an Internet Lead Manager, that\u2019s my CRM.<\/strong><\/p>\n

While it is true that an ILM does a great job of tracking your inbound Internet leads, it will not follow that customer through their life cycle. In addition, if the only relationships you follow are those generated through the Web, what happens to the customers who walk in or come in for service? CRM<\/a> should help you track all customers, not just Internet leads. There is no such thing as an \u201cInternet\u201d customer, they are dealership customers using the Internet to communicate and they will surely use other means over time. We need to be able and ready to communicate actively with them, through all mediums.<\/p>\n

Myth #2
\n<\/strong>My dealer management system<\/a> is my dealer CRM.<\/strong><\/p>\n

Dealer management technologies were built to manage inventory and transactions, not customer relationships. We expect DMS providers to understand how to support our sales and service people when they can\u2019t effectively support the back office? Using your dealer management system to manage customer relationships is a like using your dealership\u2019s car wash to clean your suits\u2014enough said.<\/p>\n

Myth #3
\n<\/strong>I have someone mail out service reminders, I don\u2019t need a dealership CRM software.<\/strong><\/p>\n

Now more than ever dealers need a way to seize each and every revenue opportunity from each and every customer. Without an Automotive CRM solution tracking who has been in for service, who has declined service and who needs service, your dealership is letting dollars slip away. Don\u2019t outsource the CRM vision to someone that provides a direct mail campaign for you and think you\u2019re done. You are leaving money on the table and not just this month, but every month. Understand the customer lifecycle, support that lifecycle with technology, and then outsource only those things that must be done, but you cannot do yourself. Do not do it the other way around!<\/p>\n

Myth #4
\nI have someone making calls for me, that\u2019s equivalent to my dealership CRM software.<\/strong><\/p>\n

Using a call center or a BDC is a phenomenal way to drive sales, but it is only half the equation. If you cannot track the appointment through to conversion how will you know if your dollars are being well spent? Your dealership CRM software should drive your BDC or call center activity and provide detailed reports that show you exactly what is working, and more importantly, what is not working. Again, identify the best practices and see that they are done either by the dealership or through an outsourced relationship. Then use the results to evolve and get better.<\/p>\n

Myth #5
\nI can\u2019t afford a Dealership CRM Software.
\n<\/strong><\/p>\n

A well executed Automotive CRM strategy can pay for itself the very month you install it. In an extremely tough economic environment dealers who have not implemented one Automotive CRM solution for all departments are missing the boat. The ability to produce the right buying experience through better marketing, sales and service efforts will drive revenues. One way is highly targeted marketing communications and offers to drive traffic to your showroom and service drive. This will be one of the big differences between those that survive and those that don\u2019t.<\/p>\n

So what is Dealership CRM? True Dealership CRM is managing and nurturing your prospects and customers through their buying experiences with your dealership. Dealership CRM software should provide you with tools that can be used in every department to direct customer interactions and drive sales. Dealership CRM software should provide an at-a-glance view into the buying cycle of each customer, how much they have spent in service, parts, and new and used vehicles as well as the timing of those experiences. Dealership CRM software should also track every customer interaction, marketing, sales, service, CSI\u2014know how, when and what was communicated and what the ROI was on that communication. A dealership CRM software should then help you hold your people and vendors accountable to results and activities that drive the buying experience. CRM should be supported by technology that enforces and reinforces your leadership. CRM to your dealership is like air to your body. Are you breathing on your own or on life support?<\/p>\n

 <\/p>\n

Written by Jonathan Ord<\/em>
\nReferences:\u00a0<\/em>http:\/\/www.dealermarketing.com\/bizdev\/crm-solutions\/1452-what-is-crm-breaking-five-auto-industry-myths<\/p>\n

Technosoft and its partners are strengthening relationships between Manufacturers, dealerships and consumers through a portfolio of innovative solutions, including Customer Relationship Management (CRM) integrated with Dealer Management Systems<\/a> (DMS) \u2014 software solutions that provide tools for managing marketing, sales, service, parts and inventory management, business management, integration, and master data management across different systems.<\/p>\n

 <\/p>\n

Technosoft DMS information can be found in the Technosoft DMS Overview brochure<\/a>.<\/p>\n

Please\u00a0contact us<\/a>\u00a0for more information or demo.<\/p>\n

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The application of dealership CRM software in the automotive industry is still largely misunderstood. 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