Dealers: Are Your Communications Focused on CRM – or CCRM?

At Issue:

If you are not ful­ly uti­liz­ing your CRM sys­tem to max­i­mize cus­tomer sat­is­fac­tion as well as leads, then you might not be cus­tomer cen­tric.

The Back­ground:

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.

 

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