The issue
The client, a national distributor of a European Luxury Manufacturer, had failed in its past efforts to deploy an enterprise-wide CRM solution, but wanted to try again. To that end, the client had already selected a CRM application.
The application’s suitability and effectiveness was never in doubt. However, the application vendor did not have the resources to install and support the software. Compounding the challenge was the requirement that the application and associated training effort be customized according to individual dealership type and capability.
Our approach
PricewaterhouseCoopers was engaged to assess the systems network infrastructure, process, and workflows in each dealership, as well as at the enterprise level. To that end, a Dealership Capabilities Model (DCM) ™ was designed to assess the sales process at each dealership. The model was also used to evaluate each dealer’s ability to utilize technology effectively and adopt new software applications. In order to reduce the cost of collecting dealership information onsite, the model was designed to capture basic dealership infrastructure data through a series of highly structured telephone interviews. Data collected was combined, analysed and reported using the DCM™ Process. This reduced the level of staff required to collect the data and eliminated the need to visit each site prior to launch.
Output from the Dealership Capabilities Model assessment was used to design the overall training curriculum and provide recommendations on sales and control process in each dealership. As additional dealerships were enrolled in the program, DCM™ assessments were conducted to evaluate the ability of each dealership to successfully implement the application. This provided information to the application vendor about required application modifications by each dealership. As this application has multiple modules and can be turned on or off, assessment results determined which modules would be activated for each dealership. Additional assessments were deployed to monitor system utilization, user satisfaction, and user maturity levels. Maturity levels are captured for purposes of authorizing dealership access to additional application modules.
The outcome
The CRM application was successfully deployed. During its first full year of operation, the rate of sales growth exceeded 25 percent.
