The document discusses how customer relationship management (CRM) systems help automate interactions with customers to improve satisfaction. It describes how dealerships traditionally managed customer relationships manually through registers and spreadsheets, which was tedious. The implementation of a dealer management system (DMS) allows dealerships to automate key aspects of customer relationship management like automated alerts for vehicle servicing, access to customer and vehicle information during repairs, viewing service history and parts usage, and automated alerts about warranties and claims processing. This helps reduce costs, improve efficiencies, and make the process more streamlined and customer-centric for dealerships.

1. Customer Relationship Management Using The Dealer Management
System
Customer relationship management (CRM) is a system for managing a company's interactions
with current and future customers. It often involves using technology to organize, automate
and synchronize sales, marketing, customer service, and technical support. The customer
management helps understand:
 Customer requires
 Address customer queries appropriately
 Improve customer satisfaction
 Increase customer retention
 Reduce marketing expenses for acquiring new customers
 Anticipate future needs and preferences of the customer
 Increase operating efficiencies.
 Improve targeted marketing efforts of customers and prospects.
In the normal course of affairs, customer follow was carried out as a manual process with the
help of registers and excel sheet – maintained manually. This was a tedious and a difficult
process. A lot time of had to be spent in manually updating the details and having to follow up
with respective clients.
The implementation of the Dealer Management System allowed dealerships to now automate
the customer relationship module to improve customer follow up and customer satisfaction
levels. Some of the key aspect of the DMS customer management module have been
enumerated below:
 Automated alerts on vehicle servicing: This ensured that customers would not have to
worry about missing servicing deadline nor were they unnecessarily disturbed with
calls prior to when they had to service the vehicle.
 Customer and vehicle information: Every time the vehicle is brought for servicing the
automated system pulls up necessary information to provide the workshop executive
with the appropriate vehicle information.
 Parts and service history: This options provides the workshop with the history of
servicing and changes to spare parts. There by allowing the workshop to carry out
appropriate repairs.
 Warranty & Claims: By automating the warranty and claims process the DMS helps
customers receive automated alerts on their warranties and claims. Also reducing the
prevalence of spurious and counterfeit products.
For the dealer the CRM helped reduce costs and improve efficiencies. By auto allocating leads,
triggering regular alerts and centralizing customer data it made the process more streamlined
and customer centric.