Sytner Group drives up sales

Sytner is one of the UK's leading retailers of prestige and specialist cars. It operates 45 full-service dealerships throughout...

Sytner is one of the UK's leading retailers of prestige and specialist cars. It operates 45 full-service dealerships throughout the country and has official manufacturer franchises for most up-market car brands

The problem
All of the 45 dealerships were operating completely independently of each other. There was no central process for them to share information such as car acquisitions, customers or leads, even if the dealerships were based in the same district.

Company requirement
Sytner needed to provide all customer and car stock information into a single corporate database, setting up a unified network across all the dealerships. This required a multi-channel contact centre. The company wanted to establish and leverage a unified view of its customers for its dealers, where they could share information. It also wanted to provide customers with a more comprehensive service, offering Internet-based sales and services.

The solution
Global solutions provider Logica was brought onboard to create CRM strategy and central customer relations contact centre. An intranet site was created that held information on new vehicle stock input, internal news and dealer management reports and had content feeds to the public Web site.

The public site enabled visitors to search for information on cars, finance information, etc. Sytner and Logica developed a centralised customer database across all dealerships, with automated daily data extractions from the management information systems. Logica also integrated and implemented a custom-designed new car locator into the Web site, using an application program interface to connect the systems with a Peoplesoft Vantive CRM application. The core benefit of the new system is that dealers and customers alike can take advantage of the central database, accessing information and services previously unavailable.

The result
Sytner has totally overhauled the way it does business, enabling the company to serve customers faster and on a national scale. The core benefit of the new system is that dealers and customers alike can take advantage of the central database, accessing information and services previously unavailable to them. Dealerships share information with each other and with the general public. The public site enables visitors to search for information on cars and financing arrangements, making it much more customer-facing and faster.

Any complicated queries are channeled through the new contact centre to the dealerships via e-mail. The contact centre converts about 10% of all sales enquiries into business.
This was last published in October 2003

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