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Swansway Group reaps £250k reward from CRM

Crewe-based dealer network Swansway Group has generated £250,000 of additional profit by using its customer relationship management system to target the right customers.

The Chrysalis software CRM system the group uses is a web based tool which can identify prospects who are eligible to renew their finance deal - and benefit from an upgrade into a new or newer vehicle - at the earliest point in their ownership cycle, without altering the customer’s monthly instalment or requesting an additional deposit.

The method has increased Swansway’s renewal rate to 30% year-to-date.

By doing this, Swansway believes it encourages customers to visit the dealership and stay loyal to the brand by purchasing a car through a similar financing deal.

Alan Small, group finance manager for Swansway Garages, said: “At the start of every year, Audi has an open season specifically for its convertible models. The software allows us to search for customers who own a convertible car and will therefore be most suited to the campaign.

“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.”

The Swansway Group is a family run retailer network that has been in the motor trade industry for over 45 years.

The Swansway portfolio consists of a range of 15 dealerships covering the Audi, Volkswagen, Volkswagen Commercial Vehicles, Seat, Land Rover, Peugeot and Honda brands.



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