From Telematics Update
Jessica Royer Ocken reports on how telematics is reinventing the customer experience
Telematicsenabled customer relationship management(CRM) has the potential to reshape OEM-dealer-driver relationships, and perhaps OEMs’ relationships with insurance companies as well. Dominique Bonte, vice president and practice director at ABI Research, describes CRM as an “umbrella platform” that allows OEMs or dealers to reach customers “more efficiently” to offer services based on their profiles.
Telecom service providers are also discovering the potential for value-added services and are taking steps to provide systems that can be put quickly into place.
Data about the status of the car, through live “real-time” diagnostics, can be of great use to a dealership looking to strengthen the Dealer-Customer relationship and provide a competitive advantage over independent auto repair shops and instant oil change stores.
Make it easy and fun
Reaping the benefits of telematics for CRM is all about technique and approach. It’s a matter of “providing advice to the driver in order to improve the way he’s managing his asset, the car itself,”
Not only can dealerships alert drivers when they need to bring their car in for maintenance, they can let them know when their tire pressure could use adjustment and why that benefits them through improved safety, more reactive brakes, and lower fuel consumption.
But the most effective CRM communications will be more than just directives and data. OEMs need to make it “easy and fun” for drivers to access data about their behavior behind the wheel.
Add an element of gaming or social networking so people can compare data and behavior or their fuel consumption. This makes it more digestible.
These ideas fall under ‘vehicle relationship management’;
Diagnostics, maintenance, and perhaps vehicle-centric firmware updates. But the larger umbrella of CRM is about a more complete experience,including offering or up selling content and apps to drivers, navigation, and better entertainment and better information.
Perhaps the biggest boon for dealerships is the fact that CRM systems don’t have to be built from scratch.
Often OEM’s, such as Lynx Telematics in Cincinnati, can adapt their existing telematics systems and “fine tune them to add a customer dimension,” A CRM system just needs access to vehicle data, which is already in place.
We use what is already existing, already tested, already successful on the market, but we have decided to reshape and reconfigure that in a different way to provide value.
Dealing with dealerships
As OEMs move into the CRM game, their relationships with dealers as well as drivers is likely to change.
Maintenance updates and scheduling are likely appreciated not only by drivers but by dealers as well, because advance notice about which vehicles are coming in for service helps them better manage their resources, including space and staff.
Right now the dealer is an important touch point for OEMs to contact customers regarding sales and maintenance as well as up selling services and apps. .
In addition, as CRM grows in popularity, other parties will be involved in communicating with customers, telematicsenabled insurance companies, for example, or TSP call centers.There’s a big risk if everyone is reaching out to the driver but not in a coordinated way. There’s a big objective to get the players working together.
For information on the value of telematics data and how positive customer relationships improve dealership ROI contact Vincent Rush at Lynx Telematics and for a tutorial on using marketing partnerships to build brands and Telematics revenue opportunities.
Re-posted by Lynx Telematics, Cincinnati, Ohio (513)-965-6318
Vincent Rush VP of Business Development and Dealer Opportunities, Cincinnati, Ohio. (513) 965-6318 or firstname.lastname@example.org