How Dealers Can Spot Problems in Their CRM System

Investing in a CRM system is a good first step in the quest to generate more leads and sales for your auto dealership. However, as is the case with any technology tool, the effectiveness of the CRM is only as good as the people handling it.

If your CRM system isn’t delivering as you expected it to, the real problem may be lurking elsewhere. In this article, we will show you a few red flags that any auto dealership must be on the lookout for in their CRM systems.

01. Watch Out for Overdue and Incomplete Tasks

Look for incomplete and/or overdue tasks in the CRM, as these could have been opportunities for your auto dealership to connect with prospective buyers.

Reviewing these overdue tasks is also an important step because they could be an indicator of flawed processes that require rectifying and streamlining.

A large backlog of overdue tasks often suggests that CRMprocesses are either too complicated or not complied with, and reviewing those processes could avoid more problems further down the road.

02. Ensure Diligent and Accurate Data Entries

It is also important to take a look at how often customer data is actually being entered into the CRM system. This is often particularly problematic with inbound calls.

All too often, customers call in, perhaps ask a few questions, then salespeople answer those questions and then hang up. Mostly they don’t collect contact information, and they don’t log the conversation into the CRM.

Without that critical information in the CRM, no one will ever follow up with that customer, and don’t forget that it costs money to get that customer to call the dealership.

Many dealerships have adopted the idea that if something wasn’t entered into the CRM, it did not happen. That’s why data logging in yourCRM is important.

03. Use CRM Even After Closing the Sale

Another very common mistake is not using the CRMafter the deal is closed and the sale is made. Staying in touch digitally with sales and service customers is a golden opportunity for an auto dealership to shape lifetime customer relationships inexpensively.

For more information on ensuring that your CRM systemdelivers the best performance it was designed for, Contact Us.