Automotive: Customer Relationship Management (CRM)
Description
Comprehensive understanding of CRM systems, strategies, and technologies specifically designed for automotive industry customer relationship management including dealer networks, service operations, and digital engagement platforms.
Learning Objectives
Learners will be able to implement automotive-specific CRM solutions that integrate dealer management systems, design customer data management strategies across the vehicle lifecycle, evaluate CRM technologies for sales, service, and parts operations, optimize customer engagement through automated marketing and communication systems, and measure CRM effectiveness using automotive-specific KPIs and analytics.
Topics (8)
Analysis of customer data collection strategies, lifecycle stage tracking from prospect to loyal customer, service history management, vehicle ownership records, warranty tracking, and customer preference management across the automotive journey.
Examination of lead generation from digital channels, lead scoring and qualification systems, sales funnel management, conversion tracking, sales team automation, and integration between online lead generation and dealership sales processes.
Analysis of service appointment scheduling systems, maintenance reminder automation, service history tracking, warranty claim management, customer communication during service, and integration with service bay management systems.
Examination of automated email marketing campaigns, personalized content delivery, social media integration, customer segmentation strategies, behavioral trigger campaigns, and multi-channel communication orchestration for automotive customers.
Analysis of parts catalog integration within CRM, customer parts purchase history, recommendation engines for compatible parts, inventory availability integration, special order management, and customer communication for parts availability and delivery.
Examination of automotive loyalty program design, points and rewards systems, customer retention strategies, referral program management, exclusive offers and communications, and long-term customer value optimization through CRM platforms.
Comprehensive overview of automotive CRM system architecture, integration with dealer management systems (DMS), OEM platform connectivity, data synchronization across multiple locations, and technical requirements for automotive-specific CRM implementations.
Analysis of automotive CRM metrics including customer acquisition cost, lifetime value calculation, service retention rates, sales conversion metrics, customer satisfaction scoring, churn prediction analytics, and ROI measurement for CRM investments.