Family-run dealership Swansway Group, based in Crewe, has attributed higher-than-expected year-on-year results to customer retention management (CRM) management software.
Since acquiring the software, a web-based tool that provides manufacturers, financiers and dealer staff with information about existing customers who are in a viable position to repurchase, the Swansway Group has seen a 30% increase in its renewal rate and an additional profit of £250,000.
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Alan Small, group finance manager for Swansway Garages suggests that the software, supplied by Chrysalis-Solmotive, encourages brand loyalty and increases efficiency.
He said: It makes all the difference when our sales team can contact a customer with confidence, armed with an attractive offer relevant to that particular individual. Out of all of the prospects we contact, approximately half book an appointment at one of our dealerships; 80% attend their appointment and a further 80% of those buy a car.
CRM has been a sticking point for the industry over the past year, being discussed twice at round tables held by Motor Finance and addressed by Paul Bennett of Chrysalis-Solmotive at the FLA used car seminar this summer.
Further afield, Volkswagen Bank in Mexico is trialling a highly personalised campaign of CRM, using software supplied by IT providers GMC, by formulating personal credit renewal offers based on credit history, status and choice of vehicle.
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