- May 1, 2006
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Saturday morning coffee thought…
In an industry where the incentive to be accurate with customer data is for transactional purposes, the only source of accurate data will be the transactional softwares. That is the DMS today.
As long as we have customers who try to mask themselves (leads), salespeople who don’t value data, and service writers who are rushed any of the softwares with “customer” in the name will never reach full potential.
We know the flaws of CRM all too well and we know how well the fancy stuff on top works due to the basic foundations of inaccuracies corrupting the greater features. Especially reports. Any CRM report that focuses on leads needs to be highly scrutinized, for example.
How can a CDP be any better? Is it going to give you 70% accuracy? 60%? 50%? Is it possible to know and will that accuracy remain constant or ebb? If it is inaccurate, how accurate are your decisions? If you’re the main person in your dealership making calls off this system, might it be a good idea to remind yourself that “black and white” stuff on your screen is incredibly grey?
In an industry where the incentive to be accurate with customer data is for transactional purposes, the only source of accurate data will be the transactional softwares. That is the DMS today.
As long as we have customers who try to mask themselves (leads), salespeople who don’t value data, and service writers who are rushed any of the softwares with “customer” in the name will never reach full potential.
We know the flaws of CRM all too well and we know how well the fancy stuff on top works due to the basic foundations of inaccuracies corrupting the greater features. Especially reports. Any CRM report that focuses on leads needs to be highly scrutinized, for example.
How can a CDP be any better? Is it going to give you 70% accuracy? 60%? 50%? Is it possible to know and will that accuracy remain constant or ebb? If it is inaccurate, how accurate are your decisions? If you’re the main person in your dealership making calls off this system, might it be a good idea to remind yourself that “black and white” stuff on your screen is incredibly grey?
