Many automotive CRM companies are gearing up for growth and changes within the automotive industry. You will see many new offerings this year at NADA, all under the banner of CRM. For a CRM company to consistently provide value to automotive dealerships, however, it must keep up with market demands, and this requires constant attention to the latest needs, trends, and developments outside and, most importantly, inside the dealerships.

CRM companies that successfully respond to the needs of dealerships are those who spend as much time on dealership expertise as they do on technology. It is impossible to understand the auto-dealership business from outside the dealership.

At our company, for example, we spend the majority of our time refining and creating tools to ensure maximum value is delivered. We look at such things as the turnover rate of customers, employees, and prospects. We analyze advertising and marketing in relation to changing market dynamics, and make note of any legal concerns. Gaining dealership experience is the first step to creating technology that is not only successful, but has the ability to change along with the industry needs.

But how do you find a CRM company that will work for your dealership and be flexible enough to meet your needs? When selecting a CRM partner, the most important element to consider is whether they are able to change with the constantly evolving automotive industry.

A CRM company must possess the following four attributes:

1. A continual focus on improvement

2. The ability to listen to the dealer

3. The ability to understand a problem and know how to solve it with technology

4. A technology infrastructure that enables quick changes and enhancements

An Internet-based server is ideal. A server-based software application with multiple versions installed on a local computer is much less able to provide changes in a timely manner, even if they have attributes one, two, and three handled.

Your CRM technology can be one of your most powerful assets. Technology has the power to enhance customer satisfaction and loyalty, and increase profit for your dealership. With the right partner, you can spend more time with your people and your process, and less time managing your vendor to make sure they provide tools that actually help.

Jonathan Ord is CEO of DealerSocket, a CRM software provider focused on the U.S. automotive dealership market. He can be reached at 949-900-0300 or visit www.dealersocket.com for more information.