Thursday, September 09, 2010
CRM usage on the rise at dealerships
The company has noted an upsurge in CRM usage on its Pinnacle platform which it said has been accelerated by the dip in new car sales as dealers look to increase business from their existing customer base.
"As the fall in sales for July and August illustrated, many dealers are unlikely to be able to sustain new car sales at the level seen in the first part of this year when the scrappage scheme was in full effect, at least in the short-medium term," said Neville Briggs, Pinewood's managing director.
"What we are seeing instead is a concerted effort from dealers to maximise business on three fronts: new cars, used cars and aftersales. We are seeing evidence of increased and more sophisticated use of CRM for all of these."
Briggs said the rise in the use of CRM signals a more proactive approach from some dealers.
"Dealers have learned that, if their workshop is having a quiet week, they can use their DMS to quickly send out a general special offer on servicing by text or e-mail and see an immediate effect.
"Dealers are recognising that they have to fight for business and are looking for the best way to do it."
DATED: 09.09.10
FEED: MT
