Salesforce defines CRMs as “technology for managing all your company’s relationships and interactions with customers and potential customers.”
Sounds complicated, right? Let’s break down CRMs into proper context for your auto repair shop.
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In this blog post, we examine the key features and benefits of auto repair CRMs. These insights will help your shop become more organized and efficient.
But first, let’s explore the basic concept of CRMs.
What is an auto repair CRM?
You read the standard definition above. But you may still wonder: how is the technology relevant for my auto repair shop?
In simple terms, an auto repair CRM will help your shop organize and track its customer leads. With a CRM platform, your shop can even “nurture” leads after a customer expresses interest. But we will cover that aspect later in more detail.
For now, let’s take a closer look at the key elements of auto repair CRMs.
Key elements of auto repair CRMs
1. Lead management (and nurturing)
For your auto repair shop, leads come in many forms. Examples of customer leads include:
- Submitted “Contact us” forms on your website
- Phone calls to the shop number you have on file
- Stop-ins during business hours to ask about your oil change service
- Texts about driver issues with squeaky brakes, overheating engines, etc.
For each of these examples, an auto repair CRM will create leads and organize the data.
After your shop receives a customer lead, it’s time for nurturing. “Nurture” is simply a term for your follow-up steps to engage a lead.
Take this example. Your auto repair shop decides to launch an eBook on technician-approved strategies for car maintenance. To download the eBook on your website, visitors must fill out a form.
On launch day, you are thrilled to see a few eBook leads come in! From here, your nurture campaign begins.
Those eBook leads enter into a nurture cadence. Each person who filled out the download form will begin receiving regular emails from your auto repair shop. Those emails, often automated, may include:
- More thought leadership (in the form of blog posts, case studies, eBooks, etc.)
- Reminders about current shop specials
- Invitations to join your loyalty program
*A word of caution: When nurturing leads, make sure to space out the time between emails. Flooding a customer’s inbox with constant messaging can annoy them. Remain mindful of this fact, and provide an option to unsubscribe.
2. Customer contact tracking
When it comes to new customer leads, details are everything.
Examples of important lead details your auto repair CRM will save includes:
- When the customer expressed interest
- Whether the customer is new or returning
- What services the customer asked about
- When the customer wants to bring their vehicle in for repairs
3. KPI measurement
KPI.org defines Key Performance Indicators (KPIs) as “critical key indicators of progress towards an intended result.” In simple terms, KPIs provide data to help you judge your shop’s sales performance.
KPIs can also help you market your shop more effectively. Auto repair CRMs can track marketing KPIs like:
- Click through-rates on emails promoting tire rotation specials
- Conversion rates on direct mail campaign promoting your auto repair loyalty program
Using this information, you can analyze the successes and failures of your marketing campaigns. Which emails generated the most clicks? What did people like about the email messaging? After analyzing this data, you can decide how to update your promotions.
» Want more information on measuring auto repair KPIs? Check out this free eBook.
Why should I consider an auto repair CRM?
You now understand CRMs and the types of features they incorporate. But what about the potential return on your investment?
Here are some key advantages of auto repair CRMs:
- Organized data: Say goodbye to handwritten notes and hello to automated data. With an auto repair CRM, you can organize all your customer data in one digital platform. Within the software, you can even access a customer’s notes the next time they come in.
- Faster response times: Your customers shouldn’t have to wait two days for a message back. Any time they submit a form or send you an email, auto repair CRMs can automate your shop’s response. This way, you can improve customer satisfaction and schedule appointments quicker.
- Empowered team members: With an auto repair CRM, your shop can use previous customer data for future customer interactions. That information will help your team feel prepared to answer questions, address concerns and win more business.
- Refined marketing efforts: Your auto repair CRM will reveal the strengths and weaknesses in how you market the shop. With this information, you can adjust your digital marketing strategy.
Here are two examples of adjustments:
- Example one: Your recent paid social campaign promoting a new oil change special didn’t generate a single lead. After a few months pass and no new leads come in, you decide to spend less on this tactic or pull the campaign.
- Example two: You notice a huge spike in leads from a recent direct mail campaign. With this information, you decide the unique messaging and creative design worked well. For an upcoming promotion on engine repairs, you use a similar approach. As more customers respond to these campaigns and convert, you increase the direct mail budget.
» Looking to transform your shop? Discover how our automobile repair shop software can help.
Closing verdict: your shop needs an auto repair CRM
You no longer need to scribble down messy notes any time customers want to explore your shop. Auto repair CRMs help you document customer data, organize leads and never miss a detail.
With this information, you can optimize every component of your sales and marketing process. As a result, you can run an efficient auto repair shop and continue growing the business.
Contact us today to chat about auto repair CRMs and explore AutoLeap’s impressive capabilities in this area.
