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Why does some automotive CRM solutions fail to delivery?
To solve the age old problem of helping an automotive dealer sell more cars is more complex than you think. It is a completely different perspective depends on which way you are looking at the problem. And some times the solutions presents more problems when it promise to solve. From outside looking in, a development company may think certain things are important to be included in their software, but coming from the inside looking out the solution may not be needed at all. First of all there are already tons of rules and practices when it comes to selling a car, dealers don't need to be over burdened with even more artificial rules from the software itself. There are different processes and systems already in place from the dealer's side such as tracking customer information, tracking follow up status, service walk, or desking a deal. Many CRM solutions are trying to super impose a set of system flow that may not be compatible with dealer's existing system. In the end of the day the CRM fails because it didn't deliver a simple solution, but complication to the dealership.
A CRM solution should be flexible to the user in which he or she can adjust or break certain rules when its needed. A CRM suppose to be a solution, not another Matrix system Neo is trying desperately to escape from. Of course there should be certain structure in place to keep the basic management ability. A successful CRM solution in my opinion should require minimum training, it should be user intuitive enough for some one to able to use it right away without extensive training courses. The complexity should be successfully hidden away from the user's perspective making the system simple in appearance, yet robust and complex behind the scene. Another reason why many of today's CRM solutions fail is because they are sold by a sales person without any knowledge of the system or the selling process. Over promise and under deliver seems to be the norm when it comes to CRM solutions.
To have a great support system is fantastic, but can you imagine the CRM solution you are using doesn't require any support because it was so well made and clearly labeled that the user will not need to call support. In another word the best web systems in the world, all your Googles, YouTubes, or FaceBooks do you think they have a user support hot line?
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