Lexus adopts CRM

International luxury car manufacturer Lexus has rolled out a programme of customer relationship management (CRM) following a successful ten-month pilot.

The strategy of adopting such business management software is in order to support 24/7 online retailing, automated services, email and text-based customer notifications and other features in a cheap and easily-used solution.

Lexus stated that the use of CRM improved the customer's experience of Lexus and as a result generated "significant new business" for many dealerships using it.

Commenting on the new system, vice-president of fixed operations at Lexus of Richmond David Watts said: "Online appointments immediately doubled. Kudos to Lexus for such a strong and well-programmed solution."

Martin Bateson, a service manager with Lexus of Sacramento, added: "This system has added tremendous value ... taking our internet appointment process to an entirely new level."

Earlier this month, Lexus topped a poll carried out by JD Power and Associates and What Car? magazine which measured customer satisfaction with motor brands.

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