CRM advantage
Inchcape Motors is a great example of the success that can be achieved when a company takes CRM on board.
Inchcape imports and distributes Jaguar, Peugeot, Subaru and Volkswagen vehicles for the Australian market. Eighteen months ago the company launched a customer-centric model of e-commerce to help cement relationships and provide relevancy for Inchcape's customers.
According to Inchcape's CIO, Paul Morris, the rollout has helped to fuel growth of over 20 percent since 1998. New car registrations have grown from 33,000 in 1998 to a projected 40,000 this year. How did Inchcape do it? Inchcape's product of choice was Onyx Front Office, rolled out across each of its four franchises.
"This type of approach has resulted in a more responsive attitude from our dealers, while our own staff are also better equipped to provide the best possible service because they know the customer's history with the organisation," says Morris.
"Maintaining our service and support commitment is very important and the system supports this by allowing us to track every customer interaction to its final outcome, alerting us if acceptable response levels aren't met," he said.
On top of improved service and support, customers also benefit through more relevant information from Inchcape. Marketing and promotional materials are targeted to fit customer interests. If you buy a Subaru from Inchcape, for example, you are asked to choose your interests from a list of topics. If you indicate you are interested in skiing, and opera, for example, when you are sent your free, six-monthly Inchcape magazine, your copy will include articles on skiing and opera--a solution tailored for you, the customer.
