The document discusses key metrics for measuring the success of customer relationship management (CRM) programs at automobile dealerships. It identifies the 5 most essential metrics as: 1) number of customers contacted, 2) appointments scheduled, 3) customers who visited the dealership, 4) vehicles or services sold to visiting customers, and 5) profits from sales and services. These metrics should be tracked separately for each of 8 categories of CRM activities like inbound sales calls and outbound marketing. Analyzing these metrics allows dealerships to calculate important ratios and determine which CRM programs are most effective and profitable.