By Debbie Kirlew
Keeping an existing customer is six times more profitable than attracting a new one, according to automotive customer relationship marketing (CRM) agency Eclipse Marketing’s operations director Nick Mylum.
The multi-faceted nature of CRM can make it challenging, but it’s essential for modern dealers. AM’s top 10 tips for creating a successful CRM strategy have been compiled from a range of experts.
1: CLEAN YOUR DATABASE
A clean database is the most important factor, says Lyn Porritt, customer relations manager at Jemca Car Group, which operates a central CRM centre for its Toyota and Lexus centres.
Porritt recommends an initial cleanse prior to setting up a CRM centre, updates coinciding with campaigns, a ‘deep clean’ every two years and regular checks for ongoing high quality data input.
“Whether you’re a single site or a group, the database should be managed centrally to ensure it is as up-to-date and as accurate as possible,” said Porritt.