Data is driving today’s automotive industry, playing a role in keeping cars rolling that would have been unimaginable just a few decades ago. Every element from manufacture to sales to maintenance to repair is getting a digital upgrade. New digital technologies to manage customer relationships are a part of that, including in auto shops, which are increasingly implementing Customer Relationship Management (CRM) solutions to communicate with and serve customers. CRM for auto repair shops can provide a big competitive boost, and this is how.
A CRM solution is a cloud-based software package that manages and tracks customer interactions, collecting data on which to base strategies to promote further engagement, identify customer needs, and improve service. CRM paints a picture of who customers are and what they want from your business.
CRM solutions are common in verticals like retail/e-commerce, and while an auto repair shop’s business model differs from clothing stores or grocers, auto shops can benefit just as much from it, leveraging capabilities like:
CRMs allow shops to get granular with how they target advertising. A shop can segment out audiences by criteria like car model, age, services last performed, etc., to promote directly to distinct cohorts.
CRMs let you see how customers interact with your marketing materials, how people find you online, and more, providing a mountain of information on which to build marketing strategies.
With CRM’s ability to automate workflows, you can replace manual back-end processes to streamline operations and the services you provide.
There are a few standard CRM features ideal for souping up auto shop operations and meeting the specific needs of Canadian auto shop customers.
CRMs enable easy appointment scheduling, which is particularly useful in provinces with required regular safety/emissions inspections. Some solutions can even schedule email or text message reminders, reducing missed appointments and reschedules.
If a car technician finds that the customer will need a tire rotation soon but not immediately, a shop can set a CRM to automatically contact the customer when it’s time to consider returning.
CRMs let you see what customers current and potential are saying; on social media, via emails directly to you, and elsewhere, to determine trends and respond in the most valuable way possible.
A well-integrated CRM can be a hub for all your auto repair software. Having a single interface improves convenience and accuracy for technicians and reps, and gives you an even clearer view of the customer.
If you’re using a CRM correctly, you’re actively building, cultivating, and maintaining customer relationships, boosting the value of interactions and transactions. Assessing customer needs with analytics, you can target your messaging, which is much more effective than unfocused mass promotion. Once you have customers in your ecosystem, you can continue sending relevant content to keep them returning. There are many strategies you can employ to accomplish this.
The following best practices will help you see the best ROI from your CRM.
Your team should know the ins and outs of your CRM. Vendors should offer organized training before you go live, refreshers over time, and video walkthroughs that technicians and reps can reference if they forget a command on the fly.
Read up on the data-driven marketing strategies that are working in the automotive industry, and with local businesses in your area. Use the insights you arrive in conjunction with your CRM data to create campaigns that work.
Being aware of impending upgrades and knowing how best to use new features will help you make the best use out of your CRM.
Anywhere customer data is collected, cybersecurity and privacy are top concerns. Train shop staff to be responsible with customer data, message in compliance with applicable Canadian SPAM laws, and take care, whenever contacting the customer, not to make them feel uncomfortable.
CRM vendors stay on top of technological trends to improve their products. Many CRMs, for instance, are now mobile-optimized. For auto shops, this could let technicians manage transactions mid-inspection via tablet or smartphone. Newer technologies potentially useful to auto shops, like voice notes, are also appearing in CRMs.
Auto repair shops that embrace these technologies can help technicians work more effectively, solving inefficiencies that have nagged mechanics since day one. Naturally, this confers a big competitive edge.
Just as technology has changed the cars you service, it has reshaped customer habits and the tools businesses need to reach customers. CRM is one of those tools. Beyond improving customer reach, tightening up your processes and modernizing your operations with well-integrated, proven cloud-based tools can improve how your team works.
But how can your auto shop implement a CRM? View the on-demand demo from BOLT ON Technology on your own schedule and find out!