Customer Relationship Management (CRM) is a technology that can be readily deployed across all sectors and industries where the customer is the primary focus. There is no industry where the customer is more important than in the Motor Industry. But how can CRM help the motor industry boost sales and retain customers in these stringent times?
 

Local Direct Contact
All Motor Dealers, including main dealers for the big names can use direct marketing techniques to hone in on their local market. Most of the large manufacturers have centralised advertising and direct marketing campaigns targetting new and existing customers. However, at a local level, it’s possible to personalise the message. Target local businesses for fleet sales for example. “We’re just down the road” is seen as great benefit – if there’s a problem it can be sorted quickly and easily.
 

Partnering opportunities
Build relationships with local companies, and use the system to keep in touch. For example, a Motor Dealer might work with a preferred petrol station whose newsletter might feature the dealership. This can work both ways – discounts or vouchers for free coffees with every services.
 

Servicing
All motor dealers have access to relevant information on their customers’ motoring patterns. A client who clocks up 40,000 KM in a year needs a service every 6 months. We know this, so why not give them a reminder with a concession 5 months after the last service? Keep an eye on tyre wear and other value add items – if tyres are approaching end of life, let them know in 2 months time. If you don’t offer tyres as a service, partner with a local tyre provider. It works both ways.
 

Take advantage of emerging trends
The classic example is the introduction of a carbon tax – if it’s coming, start pushing the low emission vehicles. Who better to connect with than those who are most likely to be changing their car. Businesses on fleet arrangements, businesses with a green ethic, customers who bought a car 5 years ago who we know have not changed. You have the information, why not use it?
 

It is common knowledge that the motor industry, in Ireland and internationally, has been heavily hit by the Recession of the past couple of years. Using technology to gain the edge over the rest in this highly competitive market need not be expensive nor difficult. At www.profits.ie we offer CRM and direct marketing solutions right across the board.