Top 100 Update: Adding a CRM coordinator
In an effort to capitalize on one of the most important assets any business has — its existing customers — Pride Marine Group created a position in 2010 dedicated to customer relationship management.
The CRM coordinator has a variety of responsibilities, but chief among them is to contact each customer after a sale, remind them to complete their CSI surveys and simultaneously ensure any problems are taken care of.
Catherine Livingstone, who holds the position at Pride, says that since the role was created, the company has seen significantly increased participation in CSI surveys. That has allowed it to take full advantage of manufacturer rebates tied to CSI participation, which Pride did not always qualify for in the past.
“We let them know the importance of the survey, and they’re much more likely to fill it out,” Livingstone said.
At the same time, Livingstone is able to identify customer problems and help nip them in the bud. Often, those problems are already being dealt with, but she is able to confirm that they are being handled with the appropriate location manager, sales manager or service manager.
“For the most part, by the time we receive the surveys, it’s already being worked on,” Livingstone said. “It’s a double check.”
The position also gives the company a chance to monitor how salespeople are operating and correct any errors. In addition, problems such as a boat not being as clean as expected or not being delivered on time can be identified and fixed on a procedural level.
Other duties include assisting location managers in understanding who their customers are, helping the sales department maximize lead conversions and analyzing customer surveys to gather market information and benchmark year over year.
Moving forward, Livingstone sees the company’s customer relations efforts expanding through the use of social media as well as good old fashioned community involvement along the lines of the customer relations barbecues that are held each year.
This is part of a series of updates on initiatives from last year’s Top 100 Dealers. As determined by Boating Industry magazine, the Top 100 is an annual list of dealerships that are unsurpassed in overall business operations, customer service, professionalism and all the characteristics that go along with them. Applications for the 2012 Top 100 Dealers Awards Program are currently being accepted online. The deadline for applications is July 15.