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CRM AND BEYOND

Presented by Touchbase Dealer CRM

Maximising the new

opportunities

Agenda

CRM & Beyond1

The Key elements2

Data Management3CRM Marketing4Lead Management5Business Development Centre6Summary7

TOUCHBASE TECHNOLOGY - 100% Irish Owned

Company founded in 2003 Largest Dealer CRM Provider in Ireland Specialists in Motor Dealer CRM Solutions Over 20 years industry experience Proven Success in Sales & Aftersales Motor Industry focused Dealer & Distributor experience

Company Overview

KEY OBJECTIVES1. Maximise the lifetime value of your customer

2. Increase Profitability in Sales & Aftersales3. Improve Customer Satisfaction

Traditional CRM Views

Ranges from sending blanket mailshots to some simple service reminders and sales offers

Intelligent CRM Maximising the opportunities within your customer database to

create specific opportunities each month Setting CRM targets relevant to monthly Sales / Aftersales targets

Holistic CRM

Embracing all elements of customer data Utilising pre-sale and post sale customer data Database Management & Marketing Lead Management Virtual Business Development Centre

CRM & Beyond

Utilises trained personnel to follow up all leads from CRM activities

Maximise the value in your existing customer database

Ensure the right message is sent to the right customer at the right time

Holistic CRM – The Key elements

Virtual BDC

Lead Management of both prospects &

customers

Data Management that allows Consistent customer contact for

Sales & Aftersales

Key Elements – Data Management

Ensuring all the key data is being captured by every department

Pre & Post sales data

Capturing relevant opt in consents

Measuring data capture ratios for mobile / email

Is the database easy to search?

Will it deliver specific reports?

Can it identify all opportunities?

Key Elements – CRM Marketing

Sending the right message to the right customer at the right time

Putting in place a system that generates monthly communications

Each communication must be relevant to each customer

The communication should have a clear purpose and call to action

- Customer Service

- Branding

- Generate showroom traffic

- Generate workshop traffic

Key Elements – CRM Marketing

CRM Marketing will include a number of elements

Sales CRM

Welcome letters / calls – 2/3/4 year sales regeneration / Lost Leads

Aftersales CRM

Service Reminders/Overdue reminders/NCT/DOE/ No Show calls / Lost Service offers

Tactical CRM

Campaigns aimed at specific offers for both Sales & Aftersales

e.g. Sales Events, Used Car Sales, Winter Service Offers, Timing belt offers, etc

Key Elements – CRM Marketing

A variety of options are available for communicating your CRM Message

Direct Mail

Email

SMS Text & SMS Smart Text

Live outbound Calls

All communications should have a clear call to action and always attempt to capture handraisers.

Its far easier to get a customer to commit to being interested than to commit to buying a car, via a text message.

Key Elements – CRM Marketing

Below is an example of a smart text.

Hi Richard, great savings on 151 & 161 Opels. Save up to €5,500 + Claim a €500 Loyalty voucher. Click http://isms2.me/e8e8e3753275f59f or call 01-4997700. Optout to 50123

With the link in the text message we can identify which

Customers visit the mobile page. Plus we can identify which customers redeem the voucher. This gives us immediate leads and instant reporting on a simple text campaign.

Key Elements – CRM Marketing

Below is an example of capturing “handraisers” to a campaign

39 Customers expressed an

interest!

KEY Elements – Lead Management

All leads generated to the dealership should be recorded and tracked

A central leads file should be kept

This includes walk-ins, inbound phone, on-line, & CRM leads etc

This allows proper measurement of all CRM activities

It also helps to identify areas for staff training

Your lead management system should be part of your daily / weekly sales meetings

Tracking the outcome of every lead will enable higher sales and improve staff development

Key Elements – Business Development Centre

This can take a variety of forms

On-site BDC or virtual BDC

Can be as simple as a single staff member co-ordinating all leads and opportunities

Or a virtual BDC that feeds qualified Sales leads and service bookings

These would be generated from a number of sources

- On-line enquiry follow up

- Lost Lead Follow

- CRM Follow up (Sales reminders / Service Reminders)

Key Elements – Business Development Centre

The BDC will deliver qualified leads to the relevant sales people

These leads will be tracked

A selection of “unsold” leads will be re-engaged and surveyed by the BDC

BDC Activity will deliver Actual service bookings and non service bookings

Tactical sales campaigns by post / email / text etc will be followed up with live calls through the BDC

Tactical service campaigns will also be followed up by phone

The BDC can deliver weekly / monthly reports on overall lead

generation and success

Summary

Maximise your opportunity by capturing the right information

Ensure the right customers are getting the right messages

Capture hand raisers from all CRM activities

Capture, track and measure every lead

Consider implementing a Business Development Centre model

EVERY MONTH YOU WILL BE PRESENTED WITH

NEW OPPORTUNITIES TO DO BUSINESS