automotive CRM - definition
ICLP - the global loyalty marketing agency - is an expert practitioner of automotive customer relationship management (CRM).
Automotive CRM is a specialist marketing field, which takes all the know-how from established CRM practices and applies them specifically to the automotive industry.
Buyers' needs in the automotive sector are becoming ever more diverse, and the whole industry faces an increasingly competitive global environment, with customers across the globe with very different brand requirements, from technology and efficiency, to styling and safety.
By using an automotive customer relationship management strategy an automotive organisation can collect customer data and tailor special customer programmes, services and promotions, based on customer preferences and behaviour. This helps deliver maximised benefit from investment in people and systems. The organisation can use data collected in their specialised automotive CRM system to differentiate the needs of special customers and to market to specific groups of potential drivers. They can also evaluate any existing CRM programmes, perform trend analysis and personalise their services.