The automotive industry is evolving at an incredible speed. Not only do customers have a wider range of more intelligent vehicles to choose from, but the way they interact with companies is changing too. Today’s automotive manufacturers and service providers need to connect with their customers both offline and online to deliver the best possible experience.
To stay ahead of the curve, all businesses in the automotive landscape need to reconsider their CX strategies, with a focus on innovation. Leader in Ecuadorian business, Casabaca knew it was time to upgrade its service strategy in recent years, as the automotive space grew more digitized. The company recognised data was its most important asset moving forward, but it needed an effective way to leverage and understand the data collected.
SugarCRM’s intelligent ecosystem, designed to integrate with existing tools used by modern companies, provided Casabaca with the solution it needed to stay competitive. Here’s how SugarCRM and Casabaca transformed customer service.
Taking Advantage of Data for Customer Service
For more than 60 years, Casabaca, Toyota has grown its position as one of the most trustworthy dealers in Ecuador. The company is committed to constant innovation and exceptional customer service, which has helped power the development of a loyal consumer base.
Unfortunately, some parts of the Casabaca were less modern than others. Only five years ago, the majority of the company’s sales processes were still reliant on manual workflows, paper, and phone calls for leads and customer service. By implementing SugarCRM, the organisation hoped to digitise more of these processes, starting with data collection and invoice management.
Eventually, the team wanted to use the same CRM ecosystem to gather more analytical insights. For instance, the team wanted to learn how many times buyers visited dealerships, which services, and products they were offered, and if they scheduled meetings or test drives.
Upgrading their investment in SugarCRM, Casabaca decided to use the technology to house all of the company’s crucial data. This made it easier for sales reps to find the information they needed to serve users effectively. Even during this update, however, the team’s processes were still largely reactive. Employees needed to wait on new customers to visit a dealership to start the sales process.
Because Casabaca’s call centre wasn’t integrated with its CRM, the reps also only had visibility of buyers who physically visited the store. When customers did call in, reps could only tell sales someone was visiting, without any details into their interests, or whether they had spoken with the business in the past.
The pandemic in 2020 demonstrated a clear need for yet another change in the business. Public places were closed, and companies were forced to conduct more business digitally. To stay afloat in this changing automotive landscape, Casabaca needed to find more efficient ways of leveraging data correctly, and building powerful relationships online.
Updating the CRM Platform
According to Alison I, the CRM Manager for Casabaca Toyota, the company was sitting on a goldmine, but it didn’t know how to use it correctly. SugarCRM was already optimized to help the business access better tracking tools, for nurturing and supporting customers. Working with the Casabaca marketing team, Alison dove deeper into the features of SugarCRM, including its integration capabilities.