You get out of your CRM whatever you put in and without the right usage and processes, your dealership will be wasting resources.
A common mistake with CRM usage, especially in dealerships, is the follow up process.Every conversation and prospect should be recorded in the CRM.
If a conversation is had and not recorded, it might as well not have happened. This is where dealerships can fall down- The Sales team have a lot of conversation daily and there needs to be a record of updates whenever there is progression. This is the only way you can make the most of your CRM- there’s no point booking a sales meeting about a new model and not making a note of it for the rest of the team to see. This is where miscommunication happens, incorrect comms get sent to customers and there’s no consistency.
Another mistake is using your CRM to send mass messages. The point of a CRM is to be able to communicate with each individual contact in a way that specifically suits them. Your CRM provides individual profiles for each contact which allows you to tailor your messages and communications. There are so many cases I’ve seen where CRMs are still being used to send the same message to the same person at the same time- this really defeats a lot of the purpose of your CRM. Your CRM should enable you to upsell specific products to the right people and send them personalised touchpoints to nurture them before, during and after the purchase. One size does not fit all.
Your CRM supports you through every stage of the customer journey. A customer has come in to look at a car for the first time? Record it, should you follow up? Assign a task or notification to remind yourself and keep track of their responses. A current customer wants an upgrade? Upsell to them using information found on their record on your CRM. Their profile says they’ve looked at two models before- focus on that, ask them questions, send them relevant and useful information.
Autino’s CustomerLounge enables you to completely tailor your communications. This is a platform that lets you speak to your customer as if they are across the service desk at anytime, anywhere and on the devices they use.
Your customer relationship management system is just that- something that helps you manage and develop the best possible relationships with your customers and prospects. Taking full advantage of every part of your CRM will mean you are consistent, thorough and reacting in real-time. Your CRM can empower you to take control of internal and external communications, improve efficiency and save time and money resources to drive your revenue. The biggest CRM mistake you can make is to not fully utilise the system to reach your goals.