In the past, a vehicle sale started and ended on the showroom floor. Today, many of the discovery and purchase steps take place online.

 

Online retail giants like Amazon have conditioned customers to expect timely and relevant communications across channels, plus a personalized buying experience informed by past behavior.

 

For automotive retailers, meeting these expectations requires different capabilities within your CRM.

 

Before, a CRM was primarily a system of record, a place to organize and store customer information. But today, your CRM is a system of engagement.

 

What does that mean? Your CRM can help facilitate and orchestrate the customer journey through more personalized and seamless interactions across all customer touchpoints.

 

Yes, your CRM is an essential business tool. But it’s also a way to interact with your customers personally to build trust, and so you can optimize your profitability. 

 

How do you know if your CRM is a system of engagement? Look for the following four capabilities.

 

Data aggregation and analysis

 

Your employees need to be able to deliver relevant information and messages that help build a deeper connection with your customers. A CRM built to engage makes this task easier by aggregating and analyzing customer data. It should also optimize across channels to capture every customer interaction on every device. This way, employees can see the customer’s history and create personalized messages that speak to their needs.

 

Integration with key systems

 

The more integrations you can access, the more powerful your CRM becomes.

 

Think beyond the DMS. An engagement system should communicate with your website, digital shopping tools and third-party integrations. By using this data with your CRM, you can improve the customer experience and enable your staff to have more productive customer conversations.

 

Intelligence tools and process automation

 

Predictive and behavioral analytics allow your CRM to analyze and contextualize customer data, inferring customer intent and behavior. With that information, you can segment customers and send out highly targeted communications.

 

And it pays to leverage pertinent customer data. Open rates for untargeted emails are in the teens. Open rates for targeted emails range from 25% to 30%.

 

Process automation automates tasks and content based on customer details and segmentation data. You can set up trigger events so customers receive a relevant message through their preferred channels immediately after they perform an action (email, phone call, website form, etc).

 

Unified customer data management

 

CRMs designed for engagement give managers a global view of customer activity across all stores in the same dealer group. This ensures that a customer will still be treated as a valuable repeat customer if they call or show up at a different store in the dealer group.

 

Unfortunately, 99% of dealers don’t enable this feature because stores in the same group may be in competition for the same customer, so they don’t want to share information. That’s crazy! A customer belongs to your brand, not a specific store.

 

Sharing information enables customer personalization that breeds loyalty and repeat business. It’s better for everyone in the long run.

 

When you examine your CRM as a system of engagement, remember to prioritize its ability to personalize communications, integrate with key systems, create process automation, deliver intelligent insights and unify data management.

 

These capabilities will help you deliver a personal, seamless buying journey across channels to win the business of today’s vehicle shoppers.

Views: 9

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Latest Activity

Dane Saville posted a blog post

How Your Dealership Can Have Social Media Mania, Brother! | KPI Cafe Season 3 Episode 3

Host Dane Saville conjures up the power of Hulkamania to talk about a remarkable paid social media…See More
yesterday
Scot Eisenfelder posted a video

CarMax is winning by Playing Moneyball

Scot Eisenfelder explains how CarMax enjoys tremendous market value by levering its data in every single operation.
yesterday
Jim Flint posted a blog post
yesterday
Mike theCarGuy Correra posted a video

Can New Technology Make A Dealership Less Efficient?

Mike Correra shares how dealerships can adopt new technology more efficiently.
Friday
Richard Keeney posted a blog post
Thursday
Damian Boudreaux posted blog posts
Thursday
Lehel Reeves posted a video

3 Types of Video that Lead to Increased Lead Conversion

Lehel Reeves shares three types of video responses to send to your customers that can increase show rate and lead conversions.
Thursday
Rob Gehring posted a blog post
Wednesday
Bill Wittenmyer posted a video

#WittsWiseWords: You Can Still Be The "Go-To Person" for Digital Retail

Digital retail opens new possibilities and responsibilities for engaging with today's connected car shopper. As Bill Wittenmyer explains, being the "Go-To" p...
Wednesday
Adam Swanson posted a blog post
Tuesday
Scot Eisenfelder posted a blog post

Auto Groups Overlook $230K Per Store in Used-Car Service Opportunities [PRESS RELEASE]

Study reveals that auto groups could significantly increase customer pay revenue by marketing to…See More
Tuesday
Reynalda Lor posted a discussion

Need Suggestion About Tesla 3 Floor Mats

Greetings!We recently got a bunch of Tesla Model 3 vehicles via a private dealing with the sellers…See More
Monday
Timmy D. James posted a blog post

Flick Fusion Introduces Dynamic Marketing Videos (DMVs) for Auto Dealers

New platform offers cost-effective, fast solution for creating videos that promote auto…See More
Monday
Mike Esposito posted a blog post

Auto/Mate Integrates Dealership Management System (DMS) with Storm Kiosks Inc.’s Express Service Kiosks

Albany, N.Y. – December 2, 2019 – Auto/Mate Dealership Systems announced today it has successfully…See More
Monday
Aadam Alford posted a blog post
Dec 2
Ryan Holman posted a blog post

Why Servicing Your Car Timely,Is An Important Thing To Marked In a Calendar

A car is similar to any other machine that requires regular maintenance. The cars are getting more…See More
Dec 2
Zoe Sewell posted a blog post

What Are The Different Types Of Truck Alarm System: Understand Their Importance

Do you own a truck? If you have one, in that case, you need to make sure that it is safe and secure…See More
Nov 28
Dave Anderson posted a blog post

The Golden Rule for Game Changers

It's not just what you don't do to someone, but what you proactively do for them that creates…See More
Nov 26

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service