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Co-op Motor Group uses new CRM system to interact with customers out of hours

The Co-operative Motor Group is using a new customer relationship management system to engage with customers out of hours.

The dealer group is using SmartMail, from automotive digital marketing specialists, Marketing Delivery.

Brand development manager at The Co-operative Motor Group, Alison Ottaway, said: “SmartMail accesses our eGood Manners dealer management system several times a day to extract the data added by our sales teams.

“It’s then set to automatically trigger communications with our prospects and customers at pre-determined and appropriately timed intervals.

“We are already seeing clear positive trends in terms of purchasing and feedback and our customers seem happy to engage with us at a time and in a manner which suits them. We’re now working on a similar programme of appropriate messages for post-delivery and CSI-related communications.”

The Co-operative Motor Group introduced sister product SmartCall back in October 2010 to provide more efficient call response and monitoring processes. The two systems work hand in hand.

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