Many automotive CRM companies are gearing up for growth and changes within the automotive industry. In fact, you will see many different "new" offerings this year at NADA, all under the name of "CRM". For a CRM company to consistently provide value to automotive dealerships, we have to keep up with market demands, and this requires constant attention to the latest needs, trends and developments outside, and most importantly, inside the dealerships.
CRM companies who successfully respond to the needs of dealerships are those who spend as much time on dealership expertise as they do on their technology talent. It's impossible to understand the business from an outside view of the dealerships.
In DealerSocket's case, a full year was spent working for free in dealerships so a CRM solution could be accurately developed based on the needs of day-to-day business. Also, with more than 500 dealerships on the product we spend the majority of our people's time in dealerships, refining and creating our tools to ensure maximum value is delivered to the dealer. This valuable dealership time is spent recognizing the turnover rate of customers, employees and prospects, analyzing advertising and marketing, changing market dynamics and noting legal concerns. Gaining dealership experience is the first step in creating technology that is not only successful, but has the ability to change along with the industry needs.
Now, how do you find a CRM company that will work for your dealership and be as flexible as your needs? In selecting a CRM partner, the most important element to consider is whether they are able to change with the constantly evolving automotive industry.
The CRM company must entail 4 attributes:
1. continuous focus on improvement
2. ability to listen to the dealer
3. ability to listen to problem and know how to solve it with technology
4. technology architecture that enables quick change and enhancement.
In addition, an internet-based server is ideal, as a server based software application with multiple versions installed on a local computer is much less able to provide the changes in a timely manner"