What percent of your CRM's capabilities do you use?

AndrewDiFeo · Apr 9, 2009

CRM's are a powerful piece of technology with a wealth of features. But how much of the system do we actually use, even though we pay for 100% of it. While some vendors offer an ala carte menu to which modules you can select, even the base packages can still be quite expensive.

We use Dealersocket at our dealership with the desking, ILM, and service tools added to it. We had the CSI survey module, but cancelled it as we found our internal customer satisfaction processes were sufficient.

Overall, I would estimate that we use 50 to 60% of the total capabilities of our system. That majority of the functions we use now are geared toward the sales side as we are a new business without an existing owner base. However, we are growing quickly and are using Dealersocket's service retention letters and emails to keep our sales customers coming back.

So what percentage do you think your dealership used of your current CRM tool? And what are the areas of opportunity?

mattwatson81 · Apr 10, 2009

CRM software can be very large and potentially complicated software. I would also guess that most customers use 50% of what the system can do.

For example, our CRM software has a time clock feature. Most of our customers don't use it. We offer a couple different kiosk systems, a lot of our dealers don't use that either. We tons and tons of optional features. All good stuff though.

We have several features that certain dealers just absolutely had to have when they signed up, so we added them!

Maybe we should start a thread of the weirdest CRM features no one uses.