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Are you feeding your automotive CRM solution also known as the 'data monster' ?


Ok you got a CRM solution for your dealership, you would think you are well on your way to the well organized, profit making dealership you always dreamed about. Well things are not always as simple as it seems, and just because your solution vendor promised that scenario to you, it may just be too good to be true when it comes to real life applications. The nasty surprised will soon hit you in the face like a brick if you are not careful. For one don't forget you bought a CRM solution, not a Honda Osomo robot who is intelligent enough to input data for you by itself, on top of that keep the data integrity in tack.

So the big solution has been deployed, but who can keep it up for you? Can you hire some data entry clerk just to input data for you? Well no, because some of the information is sensitive to the management where you don't want people to know. Well the next question is does your sales manager understand the important concept of "data integrity" or in another word how accurate the data is inputted, and nothing is missing to compute your sales performances and advertising spending. Because after all if the data inputted is corrupted to begin with there is no point to input the data at all. Very rarely an automotive sales professional will understand that concept because they are not brought up in that environment. So are you just adding more work to yourself, and worse off, are you in directly hurting yourself by keeping the corrupt data.

Many of the CRM solution vendors out there are not putting out quality, user intuitive products for your staff to use. And in return you will harvest bad data, or even worse no data. So be very careful with your CRM, because if it is not deployed or chosen carefully you may soon be in for a nasty surprise. Remember the data doesn't come from thin air, some one need to produce the data accurately and timely, are you certain your staff can handle the task. Or is the CRM well designed to avoid the problem...

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