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CRM in Automobile Industry
CRM in Automobile Industry
Contents
What is CRM ? CRM - Auto Industry Gears up Making CRM Reports CRM activities by automobile industries Relationship between IT AND CRM
What is CRM ?
Customer centric bussiness strategy with the goal of maximizing profitability and customer satisfaction. Includes various Methodologies, Technolgies and Procedures followed by the organisation to maintain good relationship with customers. Functions supporting the business
Sales, Marketing and customer Service Training, Professional Dvelopment Performance Management, Human Resource Development and Compensation.
CRM : Objective
Every customer who has their vehicle serviced by the dealership is contacted to ensure satisfaction and generate repeat business
Process Schedules service follow-up calls Schedule appointment Make appointment confirmation call and send email Technology Integrates with DBMS automatically trigger next day follow-up Creates action plans based on anticipated service needs Metrics: Service customer contact completion rate by staff member
Customer base
Helps find out new customers
CRM Model
The model has three key phases and three contextual factors.
Present Scenario
The automotive industry is under pressure to take a far different approach to customer satisfaction Profit margins on new vehicles are paper - thin Manufacturers want to make sure they are capturing the consumer after the sale of the car and keep the consumer once they look for another car
CRM Importance
12 %
CRM Importance
30 %
58 %
Little
The likelihood is that as CRM initiatives become established and successful in the industry, companies will place more importance on it.
Customer Queries
Direct Customer Support Telephone Customer Support Internet Customer Support
Applications
Software and programmes that support the process.(e.g Data mining softwares & permission marketing)
Data Stores
Contain data on every aspect of the customer
CRM BENEFITS
Increase ( )
Revenues with increase in Sales management Customer satisfaction and resolve issues with service management Insight into sold products with vehicle management Efficiency with activity and e-mail management
Recently I have been in the market for a vehicle. When we arrived at the local dealership, we spent some time looking at the model we wanted on the dealers lot. We noticed folks inside and there were plenty of customers outside, but not enough sale staff for the people. After about half an hour of looking we decided to go and get someone to help us. The salesperson was pleasant enough and we took the vehicle on a test drive. We were SOLD; this was definitely the car we wanted. The dealing process was ok.. Stock was searched and they had nothing in our requirements on site but there was a car coming in. We were informed car would be delivered just under 3 months later. I decided it was worth the wait.