Slideshow Outline / Bryan Anderson

1. 10
Things
you
need
to
know
before
choosing
a
CRM
Suggested
questions
are
in
italics.
Key
action
items
are
in
bold.
1. Research
History
▪ Nothing
wrong
with
going
with
the
new
kid
on
the
block,
but
understand
their
roots
▪ Have
they
recently
been
acquired?
▪ Is
CRM
a
their
main
offering
or
an
add-­‐on?
▪ Who
are
the
key
stakeholders
and
what
is
their
background?
▪ Are
the
founders
or
visionaries
still
there?
▪ Follow
them
on
twitter
and
in
trade
rags
2. Confirm
Expertise
▪ Buy
from
people
you
trust
▪ Ask
tough
questions
and
don't
let
anyone
sell
you
from
a
power
point
▪ Bring
in
stakeholders
from
every
area
of
your
dealership
▪ Don't
let
ONE
person
in
your
store
make
the
decision
▪ Everyone
should
be
involved
in
the
due
diligence
3. Verify
Stability
▪ How
many
customers
do
they
add
each
month?
▪ How
many
customers
leave
every
month?
▪ Keep
in
mind
the
highest
volume
doesn't
mean
the
highest
quality
▪ Get
lists
of
newly
added
dealers
and
recent
attritions
to
make
calls
4. Evaluate
the
platform
▪ What
is
the
application
written
in?
▪ Why
did
your
company
choose
that
platform?
▪ Where
is
my
data
hosted?
▪ Is
there
a
failover
hosting
facility?
▪ How
frequently
is
my
data
backed
up?
▪ Is
a
data
warehouse
being
used?
5. Identifying
partnerships
▪ Get
a
list
of
all
of
their
technology
partners
▪ How
many
of
these
partners
are
people
you
do
business
with?
▪ What
is
the
relationship
and
level
of
integration?
▪ Are
they
certified
with
your
OEM
lead
provider?
▪ Are
there
any
key
vendors
that
you
use
in
a
critical
process
that
they
don't
integrate
with?
▪ Would
they
be
willing
to
create
this
integration?
▪ Call
dealers
that
are
using
the
same
integrations.

2. 6. Consider
On-­‐boarding
▪ What
data
will
you
start
out
with?
▪ What
metric
will
you
use
to
determine
if
your
data
conversion
was
acceptable?
▪ Ask
how
much
time
will
be
spent
working
on
process
maps
and
automated
processes?
▪ See
their
on-­‐boarding
checklist
▪ Review
their
recommended
process
maps
▪ Have
your
team
read
through
their
email
and
letter
templates
7. Explore
Education
▪ To
maximize
training,
it
must
go
beyond
technical
▪ Training
must
focus
on
the
who,
when,
and
why
-­‐
it
must
be
customer
centric
▪ CRM
training
is
the
perfect
time
to
teach
on
the
expectations
of
the
customer
▪ Build
the
value
of
REAL
customer
relationships
▪ Everyone
in
the
dealership
should
be
trained
and
taught
to
build
value
in
customer
data
▪ Are
there
on-­‐line
tools
available
to
teach
your
staff?
▪ What
does
the
initial
training
program
look
like?
▪ Ask
your
rep
how
frequently
they
think
you
should
receive
training,
this
will
give
you
insight
as
to
how
important
training
is
to
their
organization.
8. Investigate
Support
▪ Get
a
clear
understanding
of
the
following:
Support
Hours/SLA/On-­‐Line/On-­‐site/Chat
Phone
–
is
it
LIVE
Answer?
• Call
their
support
number
and
ask
to
speak
to
your
future
support
rep
or
reps.
▪ Will
I
have
an
account
manager?
▪ Interview
your
account
manager
before
you
purchase.
▪ How
often
will
we
be
in
contact?
▪ On
site?
On-­‐line?
On-­‐phone?
▪ How
will
you
measure
our
store's
CRM
success?
9. Request
Roadmap
▪ Ask
for
a
copy
of
their
current
development
roadmap
(may
not
get)
▪ Ask
for
a
copy
of
a
roadmap
from
a
year
ago
▪ How
frequently
do
you
have
product
releases?
▪ Request
a
copy
of
the
latest
release
notes.
▪ Ask
the
rep,
what
is
your
favorite
feature
and
why?
How
long
has
it
been
in
the
system?
▪ Align
key
processes
with
key
features
-­‐
do
they
fit?
▪ How
do
they
handle
special
requests
or
custom
reports?

3. 10. Review
Contracts
▪ What
is
your
philosophy
on
contracts
and
why?
▪ Even
month-­‐to-­‐month
contracts
are
important
-­‐
think
of
them
as
an
SOW
(statement
of
work)
▪ Use
contracts/schedules
to
understand
the
following.
▪ Data
conversions
and
improvement
▪ Integrations
included
▪ Training
&
consulting
days
included
▪ Travel
▪ On-­‐going
education
▪ Licensing
(qty
of
users)
▪ What
happens
to
my
data
if
we
cancel?
▪ Are
there
any
rate
increase
clauses?Is
GLB
(Graham
Leach)
baked
in?
Action
Items
1. Establish
your
goals
and
objectives
with
CRM
◦ Don't
be
subjective
-­‐
create
SMART
goals
◦ Goals
don't
have
to
be
dollar
driven
-­‐
they
can
be
process
driven
◦ Great
dealership
CRM
processes
will
drive
the
dollars
2. Build
your
own
CRM
due
diligence
checklist
◦ Review
it
yearly
even
if
you
are
staying
with
your
current
provider
◦ Have
key
stakeholders
from
every
department
review
it
and
comment
on
it
3. Develop
a
tool
to
measure
CRM
process
impact
(see
sample
survey)
◦ Be
sure
to
include
each
department
(multiple
people
from
each
department)
◦ Formally
review
this
with
your
team
and
your
CRM
vendor
twice
per
year
4. Build
or
rebuild
your
process
playbook
◦ If
you
don't
have
one,
you
need
one
◦ If
you
have
one,
always
ask,
where
can
we
improve?
◦ Make
the
process
playbook
mandatory
reading
for
new
hires
◦ Have
members
of
your
team
share
best
practices
and
variations
around
each
process
◦ Managers
must
continuously
coach
around
these
processes
and
best
practices
5. Develop
Customer-­‐Centric
focus
◦ When
is
the
last
time
you
asked
a
customer
how
they
wanted
to
be
sold?
◦ Have
you
genuinely
asked
them,
how
can
we
improve
this
process
or
that
process?
◦ How
many
of
you
have
ever
put
together
a
customer
advisory
council?

4.
The
Future
of
CRM
1. Frictionless
-­‐
less
pain
for
user-­‐customer
interactions
(processes)
2. Mobile
–
more
specialized
away
from
seats
3. Social
–
We
will
no
longer
measure
our
VIP
customers
simply
by
the
number
of
vehicles
or
service
they
purchase,
but
their
value
to
us
via
the
social
network
4. Dynamic
–
AI
(artificial
intelligence)
will
make
customer
facing
workflows
and
touches
even
smarter
(we
have
seen
just
a
tip
of
the
iceberg
in
the
last
24
months
with
equity
mining)
5. Connected
–
There
is
little
doubt
that
CRM
will
continue
to
be
the
hub
of
the
wheel
and
the
center
of
all
consumer
activity.
It
will
no
longer
be
just
dealer
facing,
but
both
consumers
and
OEMs
will
leverage
portals
for
self-­‐serve
interaction
which
will
drive
improved
analytics
and
even
more
refined
context.