Relationship Management—Is There A Future For CRM?
a man to fish and he might never pick up a fishing pole again.
Biblical references aside, this is the sad reality of CRM technology
use in too many dealerships. CRM vendors say the biggest obstacle to
some dealer’s long term and continuing success with CRM investments is
their neglect of this investment. Vendors cite the following reasons:
Owner or dealer principal’s failure to establish goals or objectives
for a CRM system investment
Dealer principal failure to champion the system and enforce its use
every time, every day
Staff reluctance to use the tool
implementations fail specifically, because they do not start with
specific objectives, says Al Babbington, CEO of OneCommand. He cautions
dealers not to perceive such a comment as scolding but as an
observation. Generating value from a CRM investment is a team
endeavor-matching the right CRM solutions with the dealer’s goals and