Dealers can step up their customer communications to win more car sales

The challenges facing automotive retailers remain immense, making factors within the retailer’s control – essentially the customer experience and retention – all the more critical in the pursuit of business success.

Not surprising, then, that customer relationship management (CRM) continues to grow in stature and effective post-purchase communications could make all the difference when it comes to aftersales choices and, eventually, when it comes to replacing the vehicle.

Heather Scutchings, chief executive of MGS, says: “Working smarter, not harder, should be a cornerstone of CRM activity.”