The first ones started last year and they weren't bad. "Hey, Claire!" the personalized message started out. "It's Matt from XYZ Clive Dealership. Just wondering how your Elantra is doing. We're a little low on used cars right now, so I thought I'd inquire to see if you are ready to trade in your vehicle anytime soon?" I recognized the guy as the one who'd sold me the car. Since my car was about three years old, it seemed like a perfectly reasonable question. I politely declined, but before hanging up the phone, I told Matt that when I was ready to trade this one in, I would probably get an SUV.
The next series of emails were a little sketchy. First, I got an email asking me if I'd like to sell my red Honda Accord. That would be my daughter's car. I didn't even co-sign for it. My name was not on the title. I politely told them that they had the wrong person.
Let me just stop right here and tell you that I've purchased two vehicles from this place, the first in 2002 and the most recent in 2011, long after the invention of computers.
Fast forward to this week. I got a curious email from another person who I've never met. "I noticed that you got your car serviced here last month," (true) he said, "I just wondered where you purchased it?"
I responded with total incredulity. "Ha ha ha! You're kidding, right?" I replied. "I bought my last TWO cars there." The reply? (I'm not kidding) "Can you tell me who your salesperson was?"
Can you see where I'm going here? Their total lack of control over their own customer information is causing them to lose a future sale from a very loyal customer. The solution is two-fold.
First, they must capture all customer data from the first inquiry all the way through to the sale. Then the process doesn't stop, it just gets a bit more segmented. For an organization like car dealership, there are even systems that are customized just for them. There is simply no excuse to ask customers the silly questions that I was being asked.
Second, you must TRAIN your people how to use the system. Customers should not suffer the consequences of employees plundering a pile of unorganized data.
After you have all the data in a CRM (customer relationship management) system, the real magic can happen. By sorting and segmenting data, your salesforce can mine it to reach out to customers with helpful and timely sales offerings. For example, last year when I told Matt that I wanted an SUV, he should have entered that into their database. Then, they could've sent me an email with an offer to upgrade to an SUV and trade in my current vehicle. This is called "personalization" and it's a very effective sales tool.
The lack of data integrity at this dealership looks like a fixable problem - and they have good salespeople who are obviously willing to reach out to customers, albeit a little clumsily. As their PR person, I would advise them to fix this problem immediately before some pushy blogger writes a blog post about it.