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It's time to choose or replace your CRM solution. The question is: What do you want it to do? Unfortunately, specific standards for easy comparison don't exist for automotive CRM but if you want the most flexibility, include these four essential elements: opportunity management, positive integrations, database optimization, and database marketing. Why would you not want 100 percent of your data in a single system? The system standard for opportunity management is to capture customer data from all four "Opportunity" sources: showroom, Internet, phone, and business development, then make the data easily accessible. It should match new inquiries with existing customer records automatically with Internet and phone.
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