Dealer group Drive Motor Retail has implemented THREE60’s CRM system to manage its growing number of enquiries.
The retailer set out to streamline its customer contact processes and is using data cleansing to ensure it is targeting customers who have a high likelihood of purchasing a vehicle or using the company’s service and maintenance department.
Drive Motor Retail’s UK based customer contact centre handles more than 14,000 calls per month. The new CRM system simplifies tasks such as following up on sales leads and targeting customers whose vehicles are due for servicing.
James Godley (pictured), group aftersales director at Drive Motor Retail, said: “As we expand as a business and our customer base widens, implementing a system like THREE60 is crucial for us to ensure that we reap the rewards from the time and effort our staff spend contacting potential customers.
“From a customer’s point of view, this system is also beneficial as its data cleansing element discounts those customers who no longer require our services, such as if they have sold a vehicle we previously maintained for them. Since we have had the THREE60 system in place, between 80% and 90% of the customers we contact genuinely require our services in some way.”
THREE60 provides automotive CRM software, database management, direct marketing, training, and consultancy. The company provides a scoring system for each customer which predicts the likelihood of a successful lead based on multiple measures.
Andy Donaldson, general manager at THREE6, added: “It has been great to work with Drive Motor Retail and help them improve their contact processes. As a company we don’t just implement the system – we are always looking for ways of refining and improving the service we offer, and we welcome feedback from customers on how we can make it better.
“The Drive team are a pleasure to work with and have been very keen to learn how they can get the most out of our CRM system. It’s been great to see the way our partnership has changed their communication methods for the better.”
Drive Motor Retail is one of the UK’s largest privately owned automotive retail groups with a turnover of approximately £250 million per annum and more than 700 members of staff employed in 18 dealerships across the country. The company recently expanded with the opening of three MG centres and one Citroen dealership.