“The cost of retention is $180 per customer,” he says. “But most
automotive dealerships are set up for customer acquisition – which is
crazy when you consider the average cost of customer acquisition is
$1,000 or more.”
–Arthur Hughes, author of several books on using databases to enhance CRM.
Nowadays the major challenge the automobile dealers face is to gather customer data and ensure it flows through the marketing chain. CRM software is therefore vital for any automobile dealers to facilitate the sales representative to track every opportunity and to manage the services effectively post sales to delight and hold the customer.