We all have heard of the saying “functionality over design”, but how can this phrase apply in today’s automotive CRM industry? After been in the Canadian automotive industry for the past 7 years, I have encountered many CRM solutions from the software vendors. There are a wide range of selections of software available in the Canadian market, but very few are catered towards the smaller dealers. Many CRM solution vendors are in a rat race to become increasingly more complex, this unnecessary growth in complexity usually forces the end user to make mistakes rather than profit. A poorly designed CRM solution often enforces many artificial business rules that are not a reflection of the real business world.
No two automotive dealerships are the same, hence no two business rules can apply exactly the same way. It is better to build a CRM offering the end users the option to manage the inventory and customer quote rather than trying to outsmart a human. Keep in mind a CRM system should be there to help the end user to run their business more efficient rather than forcing the end user for product training. The key concept when it comes to a successful CRM solution is the business models itself, as long as the business model is accurate, the vendors should leave as much options open as possible. A CRM solution that can be used to reflect the true relationship database model will be the most successful. Linear business process is a dangerous design and can cause a lot of headaches for the end user down the road.
