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the goal of relationship and retention behind back to the dealership. A phone call has the other CRM uses to ensure greater system
it, even when updating customer records. highest recapture rate. utilization and results.

Data integrity is critical. InsideBigData.com This returning business adds up to several Intuitive automation with a minimum of
notes that a third of consumer information hundred dollars in additional repair order user input is central to the success of a CRM
in a business CRM “is rendered useless (RO) business per recaptured RO. program. With the right CRM solution, it’s
due to inaccuracy, outdated, duplicate, or easier for your employees to use the system
missing data.” Without the accountability given to service than not.
staff to pursue declined-service customers,
The site also points out that 7.6% of contacts these opportunities too often simply fall It does the work of remembering your
are unreachable. The message: Clean your through the cracks. This omission is costly customers’ details and reminding your
database. waste at any time, but especially in today’s employees that specific, personalized follow-
market. up is due, strengthening your relationship
The seeds for repeat car purchases get with your valuable customers. n
planted through an effective sales-to- Continuity marketing
service turnover at delivery, and this infant Follow up service mailers and promotions Brendan Hurley is dealer principal of Hurley
relationship is nurtured through positive with a personal phone call or email. We Chrysler Jeep Dodge Ram and president of
repeat engagements with the dealership. all know this personal follow-up improves I-4 Automall in DeLand, Florida, and co-
conversion rates. Make sure customers can founder of Traffic Control, a fully featured
Use your CRM to: recall their sales associate’s name. CRM, ILM, and EAM (employee activity
• Notify your sales team when their management) solution for dealerships that
customers have scheduled service If the CRM you use features an employee- sell 50 to 150 vehicles a month. Visit www.
visits so they can drop in to say hello. accountability management function, be trafficcontrolcrm.com, or contact Brendan at
• Use system templates (or create them) sure to use it to monitor follow-up and bhurley@hurleycars.com.
to greet customers on their birthday,
seasonal holidays, and special
occasions.
• Send a handwritten “thank you” note
(an example of disruptive thinking).

Lead conversion
These days, conversion begins up funnel.
Is your dealership marketing itself, its
aftermarket products, and services where
early shoppers might notice them?
Are you marketing not just your inventory,
but your online tools and other shopper-
engagement devices on your website and
third-party car-shopping sites?

Every study I’ve read indicates that what
customers know about your dealership,
they learn online, especially prices. They
had better be able to find those same
answers when they visit your physical store.

And small dealerships must be as
transparent, fast, and conscientious of the
consumer’s time and experience as any
larger dealer.
Declined-service capture
CRM-generated coupon mailers or personal
phone calls, emails, or texts can bring 12%
to 30% of declined-service opportunities

GIADA Independent Auto Dealer FEBRUARY 2018 | 9