Automotive CRM in China

Mid 2006

Background

A Joint Venture OEM wanted to encourage their Customer Relationship Managers to understand the importance of their position within the dealership and how to find support from the dealership management.

They wanted to educate their CRM Managers to assist their dealer network in this approach and increase the efficiency.

Our Role

Comengine was asked to develop a strategy that would allow the CRM Managers to understand the skill set needed to deal with customer communication and to find dealership management support.

Our Process

Comengine researched the market by dealer visits to ascertain what the CRM Managers current experience was within their dealership.

We identified the key areas of concern and developed a training session to educate the CRM Managers.

Deliverables

Coaching
1 ½ days of training and coaching included:

• explanations of each stakeholders view, their objectives and how to leverage them
• role playing to identify various attitudes from the stakeholders

Handouts
Background and suggestions take back to their dealerships and discussion with their co-managers.