admin | Automotive BDC, Contact Center |
Don’t wait any longer! Now’s the time to improve your CRM.
As Bob Dylan famously wrote, “The times they are-a-changin’, and they change faster and faster every year.” Thanks to advances in technology, economic conditions, and environmental concerns, consumer trends change over time. And if your customers are changing, your strategies to reach them should, too. Which is why using the same old customer relationship management strategies year over year can actually hurt your business. CRM, or client relationship management software, is a tool many businesses (including auto dealers) use not only as a database of current or potential customers but also a system to schedule communications and build relationships. These systems need to be on par with what customers expect out of businesses.
Evaluate What’s Working… and What’s Not
When considering changing up business processes, the best place to start is with data. Review everything you can get your hands on from website traffic to incoming phone calls, form submissions, emails, and floor ups. If you think the majority of your business starts as an internet lead, test the hypothesis. Discover the first point of contact for your sales last year, last quarter, and last month. Is it changing? Is that intentional?
Instead of guessing, obtain the data you need to make smart decisions—especially those that affect your team and bottom line. And pay attention to where your strategy could be falling short. It is equally important to identify those campaigns and channels that aren’t producing for your dealership as those that are performing well. Adding more resources to what’s working and taking a closer look at what’s not can help you re-imagine customer relationship management strategies that make an impact faster.
Pro Tip: If you’ve just implemented a new CRM, you may not have enough data to do this but it is worth considering every 6-12 months.
Identify Power Users and Challenge Them
In your review of what’s working, you’ll likely discover several team members who have higher than average usage rates of your CRM that the rest of the team. It’s a safe bet these team members have found their stride when it comes to the technology and the processes in place. Whether they are in your BDC, internet department, or on the floor, a great way to keep them engaged and your system evolving is to challenge them to develop new ideas on how to shorten the sales cycle, improve customer communications, or increase service traffic.
Additionally, these folks are great internal trainers for new hires or team members who are struggling to get up-to-speed with your system or processes. They are also uniquely positioned to identify areas where extra support might be needed. Perhaps they notice the ball gets dropped on important follow up strategies during busy weekends or that they can’t manage all the emails and phone calls for their customers on their own. Listen to their concerns and analyze the data. Should you hire more people? Should you look to outsource? Or do you need a back up plan only on those high-traffic days instead of an ongoing basis?
Pro Tip: These power users should come from every level and department. Their experience and insights will be more helpful than any outside resource.
Talk to Your Customers
What do you think is the highlight of your customer’s car buying experience? What could be improved? Ask your team. Write down the most popular answers. Now, ask your customers.
With customer expectations on the rise, you’re likely to discover “fast response” or a “helpful and courteous staff” to be ranked higher in feedback than the free bottled water or espresso machine in the showroom. Consider how you might be able to further improve response times while keeping team members from feeling overworked or stressed so they can continue to be easy to talk to and work with. What processes should be updated, created, or stopped to further enhance the customer experience?
Pro Tip: If your customers like your fast response or indicate it’s difficult to reach someone at the dealership, consider adding a partner into the mix who can always be available, even when your team is busy so the customer feels taken care of and appreciated.
Before venturing out and implementing improvements to your customer relationship management strategies, make sure employees fully grasp the concept of the improvements and why it’s important. The more specific you can be and the more employees understand how an improved CRM can positively improve their daily work and KPIs, the more successful they can be as employees, and the overall business.
Customer Traac has a very clear vision of what it takes to be successful, and what it takes to implement a customer relationship management strategy that works. We stay up to date on industry trends and news, and love helping dealerships get or stay on track. If you would like to learn how we can partner with your team to improve the customer experience, reach out today.
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