Digital Dealer - October 2017 - 15
By Chuck Barker
President & Founder,
Impact Marketing &
Consulting Group
// Dealership
Management
Managing People
& Processes for
a Stronger ROI
When I ask most
dealers to tell me
about their Customer
Relationship Management
(CRM) initiative strategy
they instantly default to
what piece of software
they use and that is where
it ends. Funny how we
focus almost 100% of our
faith and attention on what
is deemed as only 10% of
the overall CRM initiative
to deliver results; the
software which only
facilitates good processes
and people. Investments
in CRM applications have
indeed produced a broad
spectrum of results. Some
dealerships have experienced dramatic increases
in revenue and customer
satisfaction along with
significant cost savings,
while others have
experienced limited
returns and disappointing
results. The benefits
would be greater if more
stores took CRM for what
it is to the next level by
designing and managing
their CRM strategy for
future aspirations instead
of just implementing
software to support
current capabilities. The
focus on bottom-line costs
and departmental goals
limits the top-line potential
of CRM investments. To
gain a competitive
advantage and promote
sustainable, profitable
growth, organizations
need to take a holistic
approach to CRM and
develop bold strategies to
win, know and keep their
customers. We all know
technology is important but
technology "only" results
are paled by solid people
skills. This will only occur
with professional process
training and implementation of a disciplined
approach. All else fails or
offers semi-success.
Notwithstanding notable
success stories, we have
been witnessing a paradox
trend. While utilizing and
relying upon CRM software, many organizations
lose sight of their customers. Their attention centers
on ratios and efficiency
gains thus, becoming
a prisoner of Analysis
Paralysis. They focus on
single channels, ignore
back-end integration needs
and get only a limited view
of the customer, resulting
in missed opportunities
and a negative customer
D I G I TA L D E A L E R . C O M
Continued on pg. 16
OCTOBER 2017
15
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - October 2017
Digital Dealer - October 2017
Contents
What the World Needs Now…
Bringing Next- Generation Family Members Into the Dealership
Nissan Dealers Join Forces Against NNA Policies
Improving Profitability - Building Your War Chest
Managing People & Processes for a Stronger ROI
PETE DORSCH Dorsch Ford Lincoln Kia
Tell Your Story!
SPECIAL SECTION: Digital Dealer 23 Conference & Expo Recap
SPECIAL SECTION: 9 Social Media Lessons I Learned From My PE Teacher
SPECIAL SECTION: Why Dealerships Must Embrace the Concierge Economy
Video: An Essential Part of Your Digital Toolkit
A Scientific Model for Building Customer Trust
The Marketing Tune-Up That Turns Inbound Shoppers Into Customers
Your DMS and Recalls
Displays Won’t Sell Service – If You Won’t!
The Service Reception Process Revealed – Jaw Dropping
Digital Dealer - October 2017 - Digital Dealer - October 2017
Digital Dealer - October 2017 - Cover2
Digital Dealer - October 2017 - Contents
Digital Dealer - October 2017 - 2
Digital Dealer - October 2017 - 3
Digital Dealer - October 2017 - What the World Needs Now…
Digital Dealer - October 2017 - 5
Digital Dealer - October 2017 - 6
Digital Dealer - October 2017 - 7
Digital Dealer - October 2017 - Bringing Next- Generation Family Members Into the Dealership
Digital Dealer - October 2017 - 9
Digital Dealer - October 2017 - Nissan Dealers Join Forces Against NNA Policies
Digital Dealer - October 2017 - 11
Digital Dealer - October 2017 - Improving Profitability - Building Your War Chest
Digital Dealer - October 2017 - 13
Digital Dealer - October 2017 - 14
Digital Dealer - October 2017 - Managing People & Processes for a Stronger ROI
Digital Dealer - October 2017 - 16
Digital Dealer - October 2017 - 17
Digital Dealer - October 2017 - 18
Digital Dealer - October 2017 - 19
Digital Dealer - October 2017 - Tell Your Story!
Digital Dealer - October 2017 - 21
Digital Dealer - October 2017 - 22
Digital Dealer - October 2017 - 23
Digital Dealer - October 2017 - SPECIAL SECTION: Digital Dealer 23 Conference & Expo Recap
Digital Dealer - October 2017 - 25
Digital Dealer - October 2017 - 26
Digital Dealer - October 2017 - 27
Digital Dealer - October 2017 - 28
Digital Dealer - October 2017 - 29
Digital Dealer - October 2017 - SPECIAL SECTION: 9 Social Media Lessons I Learned From My PE Teacher
Digital Dealer - October 2017 - 31
Digital Dealer - October 2017 - 32
Digital Dealer - October 2017 - 33
Digital Dealer - October 2017 - SPECIAL SECTION: Why Dealerships Must Embrace the Concierge Economy
Digital Dealer - October 2017 - 35
Digital Dealer - October 2017 - Video: An Essential Part of Your Digital Toolkit
Digital Dealer - October 2017 - 37
Digital Dealer - October 2017 - A Scientific Model for Building Customer Trust
Digital Dealer - October 2017 - 39
Digital Dealer - October 2017 - The Marketing Tune-Up That Turns Inbound Shoppers Into Customers
Digital Dealer - October 2017 - 41
Digital Dealer - October 2017 - Your DMS and Recalls
Digital Dealer - October 2017 - Displays Won’t Sell Service – If You Won’t!
Digital Dealer - October 2017 - 44
Digital Dealer - October 2017 - 45
Digital Dealer - October 2017 - The Service Reception Process Revealed – Jaw Dropping
Digital Dealer - October 2017 - 47
Digital Dealer - October 2017 - 48
Digital Dealer - October 2017 - Cover3
Digital Dealer - October 2017 - Cover4
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