Holistic Dealer CRM
-
Upload
paul-carroll -
Category
Documents
-
view
28 -
download
0
Transcript of Holistic Dealer CRM
YOUR LOGO
CRM AND BEYOND
Presented by Touchbase Dealer CRM
Maximising the new
opportunities
Agenda
CRM & Beyond1
The Key elements2
Data Management3CRM Marketing4Lead Management5Business Development Centre6Summary7
TOUCHBASE TECHNOLOGY - 100% Irish Owned
Company founded in 2003 Largest Dealer CRM Provider in Ireland Specialists in Motor Dealer CRM Solutions Over 20 years industry experience Proven Success in Sales & Aftersales Motor Industry focused Dealer & Distributor experience
Company Overview
KEY OBJECTIVES1. Maximise the lifetime value of your customer
2. Increase Profitability in Sales & Aftersales3. Improve Customer Satisfaction
Traditional CRM Views
Ranges from sending blanket mailshots to some simple service reminders and sales offers
Intelligent CRM Maximising the opportunities within your customer database to
create specific opportunities each month Setting CRM targets relevant to monthly Sales / Aftersales targets
Holistic CRM
Embracing all elements of customer data Utilising pre-sale and post sale customer data Database Management & Marketing Lead Management Virtual Business Development Centre
CRM & Beyond
Utilises trained personnel to follow up all leads from CRM activities
Maximise the value in your existing customer database
Ensure the right message is sent to the right customer at the right time
Holistic CRM – The Key elements
Virtual BDC
Lead Management of both prospects &
customers
Data Management that allows Consistent customer contact for
Sales & Aftersales
Key Elements – Data Management
Ensuring all the key data is being captured by every department
Pre & Post sales data
Capturing relevant opt in consents
Measuring data capture ratios for mobile / email
Is the database easy to search?
Will it deliver specific reports?
Can it identify all opportunities?
Key Elements – CRM Marketing
Sending the right message to the right customer at the right time
Putting in place a system that generates monthly communications
Each communication must be relevant to each customer
The communication should have a clear purpose and call to action
- Customer Service
- Branding
- Generate showroom traffic
- Generate workshop traffic
Key Elements – CRM Marketing
CRM Marketing will include a number of elements
Sales CRM
Welcome letters / calls – 2/3/4 year sales regeneration / Lost Leads
Aftersales CRM
Service Reminders/Overdue reminders/NCT/DOE/ No Show calls / Lost Service offers
Tactical CRM
Campaigns aimed at specific offers for both Sales & Aftersales
e.g. Sales Events, Used Car Sales, Winter Service Offers, Timing belt offers, etc
Key Elements – CRM Marketing
A variety of options are available for communicating your CRM Message
Direct Mail
SMS Text & SMS Smart Text
Live outbound Calls
All communications should have a clear call to action and always attempt to capture handraisers.
Its far easier to get a customer to commit to being interested than to commit to buying a car, via a text message.
Key Elements – CRM Marketing
Below is an example of a smart text.
Hi Richard, great savings on 151 & 161 Opels. Save up to €5,500 + Claim a €500 Loyalty voucher. Click http://isms2.me/e8e8e3753275f59f or call 01-4997700. Optout to 50123
With the link in the text message we can identify which
Customers visit the mobile page. Plus we can identify which customers redeem the voucher. This gives us immediate leads and instant reporting on a simple text campaign.
Key Elements – CRM Marketing
Below is an example of capturing “handraisers” to a campaign
39 Customers expressed an
interest!
KEY Elements – Lead Management
All leads generated to the dealership should be recorded and tracked
A central leads file should be kept
This includes walk-ins, inbound phone, on-line, & CRM leads etc
This allows proper measurement of all CRM activities
It also helps to identify areas for staff training
Your lead management system should be part of your daily / weekly sales meetings
Tracking the outcome of every lead will enable higher sales and improve staff development
Key Elements – Business Development Centre
This can take a variety of forms
On-site BDC or virtual BDC
Can be as simple as a single staff member co-ordinating all leads and opportunities
Or a virtual BDC that feeds qualified Sales leads and service bookings
These would be generated from a number of sources
- On-line enquiry follow up
- Lost Lead Follow
- CRM Follow up (Sales reminders / Service Reminders)
Key Elements – Business Development Centre
The BDC will deliver qualified leads to the relevant sales people
These leads will be tracked
A selection of “unsold” leads will be re-engaged and surveyed by the BDC
BDC Activity will deliver Actual service bookings and non service bookings
Tactical sales campaigns by post / email / text etc will be followed up with live calls through the BDC
Tactical service campaigns will also be followed up by phone
The BDC can deliver weekly / monthly reports on overall lead
generation and success
Summary
Maximise your opportunity by capturing the right information
Ensure the right customers are getting the right messages
Capture hand raisers from all CRM activities
Capture, track and measure every lead
Consider implementing a Business Development Centre model
EVERY MONTH YOU WILL BE PRESENTED WITH
NEW OPPORTUNITIES TO DO BUSINESS