Automotive Retail CRM Process Implementation Guide
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The document describes an automotive retail CRM implementation process with phases and examples of CRM processes. It outlines CRM processes for inbound and outbound interactions across phone, internet, showroom, and service touchpoints. Key processes include sales prospecting, lead management, sold/unsold follow-up, and service customer retention. Daily CRM execution is supported by integrated systems to track performance metrics.
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Automotive Retail CRM Process Implementation Guide
- 2. Phase 1 Automotive Retail CRM Process Implementation Phased Series of CRM Process Implementations I N B O U N D O U T B O U N D INTERNET PHONE SHOWROOM SERVICE UNSOLD FOLLOW-UP SOLD FOLLOW-UP PROSPECTING
- 3. Phase 2 Automotive Retail CRM Process Implementation Phased Series of CRM Process Implementations I N B O U N D O U T B O U N D INTERNET PHONE SHOWROOM SERVICE UNSOLD FOLLOW-UP SOLD FOLLOW-UP PROSPECTING
- 4. Phase 3 Automotive Retail CRM Process Implementation Phased Series of CRM Process Implementations I N B O U N D O U T B O U N D INTERNET PHONE SHOWROOM SERVICE UNSOLD FOLLOW-UP SOLD FOLLOW-UP PROSPECTING
- 5. Daily Transactional CRM Process Execution I N B O U N D O U T B O U N D INTERNET PHONE SHOWROOM SERVICE UNSOLD FOLLOW-UP SOLD FOLLOW-UP PROSPECTING
- 9. Dealer-Specific Definition is Precursor to Process Execution No Show Show Update Unsold Activity Result Sale No Sale Confirm appointment Update customer welcome board Sold Follow - Up Contact Customer Set Appointment No Appointment Continue Unsold Follow - Up Activity Evaluate Status Close Account - CRM Department - Example: UNSOLD FOLLOW-UP Update Unsold Activity Result Continue Unsold Follow Up Activity Evaluate Status Close Account Sold Follow Up Sale Show No Sale No Show Update customer welcome board Confirm appointment Update Appointment Board Set Appointment No Appointment Contact Customer
- 10. Dealer-Specific Definition is Precursor to Process Execution Update Appointment Board No Show Show Follow - Sale No Sale Confirm appointment Update customer welcome board Sold Follow - Up - - Customer Relations Department Capture Customer Data Set Appointment No Appointment Example: INBOUND PHONE Unsold Follow Up Capture Customer Data Set Appointment Sale Show Update customer welcome board No Sale No Show Confirm appointment Update Appointment Board No Appointment Sold Follow Up
- 12. Inbound Showroom Process Map Example #1
- 14. Inbound Phone Process Map Example #2
- 16. Inbound Internet Process Map Example #3
- 18. Outbound Unsold Follow-Up Process Map Example #4 Business Development Center
- 20. Outbound Sold Follow-Up Process Map Example #5
- 22. Outbound Service Follow-Up Process Map Example #6
- 24. Business Development Center Outbound Sales Prospecting Process Map Example #7
- 25. Service CRM Opportunities Inbound Outbound New & Used Vehicle Sales Walk - In Internet Phone
- 29. Inbound Service Declined Recommended Service Authorized Recommended Service Completed Service CSI Follow-Up Service Reminders Unsold ANR Unsold ANM Follow-Up
- 33. Service CRM Business Development Points of Opportunity SERVICE Welcome to ABC Motors UNSOLD SERVICE FOLLOW-UP SOLD SERVICE FOLLOW-UP SERVICE PROSPECTING SERVICE PHONE SERVICE INTERNET SERVICE DRIVE SALES TO SERVICE
- 44. Process Mapping that clearly identifies the Service BDC’s activities and tasks related to Special Order Parts customer contacts Examples of Dealership Best Practices
- 45. Examples of Dealership Best Practices Inbound Service Phone Call Process Mapping
- 46. BEST PRACTICE: Performance Metrics that focus on Customer Contact Results providing R.O.I. validation
Notas do Editor
- We first attacked the issue with CRM technology. We saw that from time to time, our processes would be altered or ignored, as the sales pressure grew. Salespersons and managers under stress to sell something will become single minded. When this happens, accurate, consistent tracking and follow-up suffer and become disconnected from the business model. With a business model that is turbo charged by a CRM , improvements in areas of accurate consistent, follow-up, marketing, merchandising, stocking, trend analysis, discipline, etc., become the tool to allow your staff to be flexible and the organization to handle constant ever changing pressure.