Car companies 'ought to look to CRM'

People working in the car industry may want to look to hosted IT in the coming weeks and months, it is said.

Network Automotive, a motor industry consultancy, explained that the end of the scrappage scheme will require car traders and sellers to prepare for a tougher working environment if they are to remain profitable.

Colin Bruder, the managing director of the firm, emphasised how business management software - specifically customer relationship management (CRM) - is a great way to remain competitive.

He added: "Sales people need to ensure that they are ready to sell cars without the £2,000 subsidy by returning to CRM techniques that are proven to maximise results, such as interrogating their database for customers that have owned their current vehicle for two or three years and may be thinking of changing their car."

Mr Bruder also highlighted the need for aftersales services to remain strong, as these consumers will remain loyal for years afterwards if it continues to be operating at a good level.

The only way that CRM will ever work, however, is if there is a buy-in by a company's executives, editor of CRM Directory Don Panek said earlier this week.

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