CDPs will be as inaccurate as CRMs

[BillKVMotorCo]

Dealer acquires new tool/service/technology promising ROI if used properly. Dealer abuses new tool/service/technology against the provider's advisement. Dealer complains new tool/service/technology doesn't work for them and cancels.

Tale as old as time itself.

That's the thing. They can't even advise you on how to use it to sell cars.

 

[Jon Singo]

That's the thing. They can't even advise you on how to use it to sell cars.

I've seen it from both sides. Some partners aren't great for dealers at all and only are in it for themselves. Some partners are great for dealers but bad actor dealers try to use them looking for an 'easy button' to sell more cars etc. What I've personally seen is the bad actors lack the ability to put processes in place or lack the change management to use the tool given to them.

You can buy any fancy tool off the shelf to help build a boat. But if you don't know how to use it properly the boat isn't going to float.

Sometimes the tool is too progressive or complicated and the usage can get lost in translation. Whose fault is this? The vendor for making a complex tool or dealer who hired inflexible management unwilling to learn new skills?

My gut is most new tools being developed are technologically outpacing a lot of traditional dealerships ability to process them. As I know you've learned, being complacent and not asking questions isn't going to cut it these days.

 

[BillKVMotorCo]

My gut is most new tools being developed are technologically outpacing a lot of traditional dealerships ability to process them. As I know you've learned, being complacent and not asking questions isn't going to cut it these days.

You know I have to agree with that one. As I say, every dealership needs a nerd now!

 

[Mustafa Mustafa]

You know I have to agree with that one. As I say, every dealership needs a nerd now!

I've always believed that dealerships especially group stores need to hire analysts to work alongside management/corporate especially close with the controller. There are tools on the market now for dealers to build their own custom apps/dashboards. An example of a dealership group successfully doing this is DGDG. If I'm a single dealer or small group, I'd be visiting my nearest university and recruit an intern who is studying Comp Sci or Data and is passionate about cars. I'd incorporate 6 - 9 months in rotations in all departments supporting managers in operations, reporting and documenting processes.

 

[Tallcool1]

I've seen it from both sides. Some partners aren't great for dealers at all and only are in it for themselves. Some partners are great for dealers but bad actor dealers try to use them looking for an 'easy button' to sell more cars etc. What I've personally seen is the bad actors lack the ability to put processes in place or lack the change management to use the tool given to them.

You can buy any fancy tool off the shelf to help build a boat. But if you don't know how to use it properly the boat isn't going to float.

Sometimes the tool is too progressive or complicated and the usage can get lost in translation. Whose fault is this? The vendor for making a complex tool or dealer who hired inflexible management unwilling to learn new skills?

My gut is most new tools being developed are technologically outpacing a lot of traditional dealerships ability to process them. As I know you've learned, being complacent and not asking questions isn't going to cut it these days.

Speaking to CRM specifically, that technology has been outpacing dealerships for quite some time.

I have a friend that does BDC Consulting. She told me that the first thing she does when she goes into a dealership is go through the workflows that are set up in their CRM System. Over half of these CRMs have never had any workflows set up. They are in their "out of the box" state and were never properly taken through an Onboarding Process. I asked her why she thought that was. Her response was right along the lines of what we are discussing here......they are complex systems and very difficult to set up unless you have a dedicated person that can do it. This discussion was about 5 years ago.

 

[Alex Snyder]

I have a friend that does BDC Consulting. She told me that the first thing she does when she goes into a dealership is go through the workflows that are set up in their CRM System. Over half of these CRMs have never had any workflows set up. They are in their "out of the box" state and were never properly taken through an Onboarding Process.

Guarantee this hasn't changed. When we were installing the Dealer.com/DealerTrack CRM, from 2012 to 2015, I don't recall hearing about a single store that didn't want to use our prebuilt workflows. Only a very small handful had made adjustments to the flows that were installed in their last CRM. This was hundreds of dealerships.

Right @john.quinn?

The workflows I built as a dealer were only changed a few years ago. I had been gone for over a decade before I noticed some of my old templates stopped hitting my inbox.

 

[Jon Singo]

Speaking to CRM specifically, that technology has been outpacing dealerships for quite some time.

I have a friend that does BDC Consulting. She told me that the first thing she does when she goes into a dealership is go through the workflows that are set up in their CRM System. Over half of these CRMs have never had any workflows set up. They are in their "out of the box" state and were never properly taken through an Onboarding Process. I asked her why she thought that was. Her response was right along the lines of what we are discussing here......they are complex systems and very difficult to set up unless you have a dedicated person that can do it. This discussion was about 5 years ago.

This isn't exclusive to automotive. There's a reason good Salesforce Consultants can make a great living!