If you are not fully utilizing your CRM system to maximize customer satisfaction as well as leads, then you might not be customer centric.
Customer-centric relationship management (CCRM) is a style of customer relationship management that focuses on customer preferences, instead of customer leverage. This is a nascent sub-discipline of traditional customer relationship management, to take advantage of changes in communications technology.
Becoming more “customer-centric” means being able to manage critical relationships more effectively and being positioned to offer new and expanded services.
Where Does Your Dealership Stand?
- If your prices are negotiable, yet your customer cannot speak directly with the only person who has pricing authority, then you might not be customer centric.
- If your team is still answering questions on the phone with “come on in and we’ll have that answer for you,” then you might not be customer centric.
- If your sales team does not give too hoots about the customer’s needs for accessories or service, then you might not be customer centric.
- If you are not fully utilizing your CRM system to maximize customer satisfaction as well as leads, then you might not be customer centric.
Features of CCRM:
Customer-centric relationship management is used in company marketing, customer service and sales, including:
- tailored marketing
- one-to-one customer service
- retaining customers
- building brand loyalty
- providing information customers actually want
Actionables for Your Dealer Manager Today:
- Recognize the reason for customer centric focus on the customer is to maximize profits.
- Not just the short-term profit at the point of sale, but total profitability over the life of the customer relationship.
- Put a plan in place to make that spill over into that customer’s network of friends and family.
Every dealer chooses their own focus, and many variations can be profitable when executed properly. The most important thing is recognizing what the focus of your store really is.
Dennis Galbraith is head of research intelligence and business for dealers at DrivingSales. Read the full article here.