The challenges facing automotive retailers remain immense, making aspects throughout the retailer’s control – essentially the shopper experience and retention – all of the more critical within the pursuit of business success.
Not surprising, then, that customer relationship management (CRM) continues to grow in stature and effective post-purchase communications could make all of the difference with regards to aftersales selections and, eventually, with regards to replacing the vehicle.
Heather Scutchings, chief executive of MGS, says: “Working smarter, not harder, must be a cornerstone of CRM activity.”
Robust data, including a single view of the shopper, can automate and systematically convert as most of the routine processes as possible corresponding to test drive follow-ups and repair reminders; use customer behavioural analytics to discover when customers engage and trigger communications accordingly; and focus the sales team on leads with essentially the most potential to convert not caught by automated marketing.
Scutchings says: “Without robust data, contacting the fitting customer with the fitting information at the fitting time to drive bookings or sales may be not possible. And there’s evidence the UK dealer network still has work to do to get its data in shape.”
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