CRM Requires Return on Effort Dealership facilitator tells what's needed to make it work

March 2008
Ward's Dealer Business;Mar2008, Vol. 42 Issue 3, p42
Trade Publication
The article discusses the value of customer-relationship management (CRM) system for an automobile dealership in terms of increasing customer retention, databases and gross profits in the U.S. Dealers fail to see the value of CRM systems because they are looking for return on investment when they should focus on the return on effort. Areas of assistance at dealerships include database hygiene and salespersons' best practices in capturing and utilizing customer data.


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