I firmly believe that a well-utilized CRM is the most valuable piece of technology in a dealership. Some dealers bite off more than they can chew, while many others simply dont want to consume it as much as they should, regardless of how healthy it is for them.
The Customer Relationship Management (CRM) tools of today serve countless needs, but moreover, must serve countless masters. While every single employee in your dealership should be well-versed and actively using the chosen CRM, every single different position at your store should be using it differently. Some positions require using it to the Nth degree, while others can use it in a much more basic role. But it must be used.
Joe Webb, an automotive eCommerce Consultant and the owner of DealerKnows, shares ideas with dealers on how to more fully utilize their CRM software in this informative article.