Automotive Retail BDC and Internet Departments - CRM Alone is
Not Enough
CRM software is only one component of Information Technology.
Information Technology (IT) should comprise all hardware and
software data solutions; marketing and communication systems;
and most importantly the design, testing, application and
refinement of the methods of implementation.
In other words, IT is not just software and hardware, it is the
central philosophy and methodology underlying the coordinated
application of technological assets in the search for efficient
growth.
IT Objectives:
Maximize capitalization of internet prospects Maximize
capitalization of global corporate data Minimize Internet and/or
BDC departmental overhead Reduce third-party lead referral costs
Increase captive lead frequency Strengthen ancillary revenue
streams - parts, service and merchandise Exploit horizontal
market opportunities
As such, a CRM platform cannot not be considered - in itself -
an efficient vehicle for growth. Rather, the coordination of CRM
with all other IT assets, in concert with a comprehensive
marketing and communications strategy - across all franchises
(and beyond) - remains the key to attaining and sustaining a
superior level of efficient growth.
With this in mind, the evaluation of any piece of hardware or
software should include it's ability to:
Work properly Accommodate strategic goals and processes "Talk"
to other systems Adapt Be easy to use and understand Work
quickly Work securely and privately
With regard to personnel, the ideal IT manager should not only
possess a reasonable knowledge of hardware and software systems,
but also a strong grasp of the retail marketplace, in addition
to marketing and communications strategies. The IT manager will
consolidate all technological assets and (working in conjunction
with the principal(s)) develop new strategies facilitated via
this nascent consolidation of datasources and communications
systems.
Moreover, the IT manager is the most important piece of the
puzzle; for it is through this key employee that all data and
communications pass, all systems unite; and the successful,
efficient utilization of this amalgamation via strategic
marketing initiatives is dependent. No other single employee has
the potential to control so much, and through doing so
contribute so much.
In closing: Where most have welcomed and quickly capitalized
upon technological advances in communication, the automotive
retail industry - obstinate and myopic - has barely capitulated.
Hence, the opportunities just over the horizon may be
considerable for those who endeavor.