myKaarma
R.I.P CRM!
CRM as we know it is dead. Its sole purpose was to replace index cards and rolodexes with a more organized digital solution – one which helped salespeople more efficiently follow-up, track and manage conversations. However, in most cases, the ultimate beneficiary is the user, not the customer.
In terms of communication, today’s world is filled with noise. So many businesses compete to communicate with and attract the attention of consumers. Ultimately none of these messages are received. Why? People have stopped listening. We are all tired of those unsolicited phone calls, email solicitations and direct mail. I am sure you throw them away, just like me. If the primary functionality of a CRM is to communicate with people, and those people have stopped listening to you, then it no longer serves much purpose. Yet an average dealer will spend north of $3K per month on this futile exercise. The people have voted and businesses are blocked from their digital and physical lives! They are fed up with intrusions upon their limited time.
However, technology now provides a far superior way to communicate with people. Just like we evolved from note cards and rolodexes to CRMs, the next evolution is happening -- and the companies that pay attention are winning. Today’s consumers interact with and do business with companies that pay attention to their needs. Businesses that listen to and make it convenient for customers to do business will win. If you doubt this, simply consider how easy it is to spend money with Amazon. From “one-click” to “Dash” buttons – and now you can simply verbally tell Amazon Echo what you want -- you don’t even need to touch a computer, get up from the couch, or go anywhere. You can order a Hyundai delivered right to your front door for a test drive. You can complete the entire car buying process online and collect the vehicle from a vending machine. No humans required.
It’s no longer about relationship management, it’s about managing interactions. Try it, improve your customer interactions by simply listening to and making it easier for your customers to do business with you. You should see increased sales and market share, along with unprecedented retention. Continue to communicate the same old way that you always have and your customers will find someone who WILL listen to them.
Ujj Nath is the Founder and CEO of myKarma (www.mykaarma.com), the cloud-based conversational commerce software that’s revolutionizing the auto service industry. He has 25 years of experience as an entrepreneur and automotive industry executive.
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1 Comment
Robin Rainey
I couldn't agree more. As a woman salesperson in the auto industry, I believe I have above average skills at building relationships with my customers. It is the core of my sales belief system. When I am selling a vehicle to a customer...whom I've rececently decided to refer to as "Client", I am working on selling them the next car, not just to them but someone in their family/circle. I use the CRM we have so the Managers can see that I am doing what they say I should do. I have to give them my check out sheet at days end to get a Green Dot...not Red- which ultimately could lead to termination.The call cycle and emails are a little excessive. Especially, for those customers who are purchasing their 2nd or 3rd (or even 5th) car from me, but that is the "Campaign" schedule. So I do what I am suppossed to do- lest I get booted from my excellent paying job with great benefits. My true guide to follow up with my customers is my plain ole' calender- appointment book. The CRM system is a tracking device devised by non-salespeople but engineers. I refer to my CRM as a pinball machine. Move the ball to get it in the slot. The "Sold" spot- Parking Spot (as it is referred to by succesful car sales training professionals ).The platform seems identical to that of a Records Management Facility move a box or a peice of paper to the proper location. Not selling an actual moving vehicle, to a real person, whom is going to pay roughly $34,000 and will require a new one to replace it in the future, or knows somebody who will need a vehicle. It's unfortunate that a computer and an engineer is deciding when I should call somebody, it is tracked, and if I do not make the call or send the email- I will lose my job.To be replaced by someone who doesn't care if their customer is no longer listening I recently had one of my 5 managers say to me, in reference to my "To-Dos" , that now that all your incomplete To-Do's are complete you do not have to be tethered to your desk- With no concept that I am looking at all of them as potenial customers or having service issues that need to be handled- All relationship building opportunities- nit a Green Dot waiting to aquire at days end. Like the Gold Star I once got when I went home from school. I manage a Commission- Only 6 figure career, that is now based on Green Dot. Calling and emailing is no longer about building a relationship and winning a customer for life- it's about getting a green dot.