Customer relationship Management Programme for the motor industry in zimbabwe

1. CUSTOMER RELATIONSHIP
MANAGEMENT TRAINING
PROGRAMME FOR THE
MOTOR CAR DEALERSHIP
INDUSTRY
IN ZIMBABWE

2. by
Solomon Saradinya Zhuwankinyu
Master of Commerce Marketing
Strategy

3. Nature of CRM in Motor Dealership Industry in Zimbabwe
 The local motor car industry is facing a mammoth task to attract
customers to buy local brands, especially in the view of an increase in the
importation of “grey-imports”. These cheap imported cars are bought
online on such sites as www.beforward.jp, www.carjunction.com amongst
others.
 It is imperative for local motor car dealers to develop a CRM system that
enables them to track individual buyer behaviour, and try to market
products and services to them based upon similar buyer behaviour as
portrayed in other individuals. These cheap used car versions are
increasing competitive pressures on local brands. 3

4. Vision Statement
We intend to continually grow through seeking and building long term
customer relationships and loyalty, to be a preferred supplier of quality
automotive products for our consumer, institutional and industrial
markets in the country and beyond.
4

5. Mission Statement
To continually satisfy customer needs and create shareholder value
through supply of quality automotive products, in an environmentally
sustainable manner.
5

6. Core Values
We value our exceptional service delivery to our customers, employees and the environment, whilst contributing
towards the economic growth of the motor car industry and country in an ethical and sustainable manner. We are
anchored on the following core values:
i. Total Quality
We will do things right the first time through sampling, quality control and innovation.
ii. Customer Service
We will engage our customers in the process of providing satisfactory products and services.
iii. Professionalism
We will conduct ourselves with integrity, diligence, fairness, transparency and behave ethically.
iv. Mutual Respect
We recognized and respect the diversity of our employees and the right to safety, fair treatment, and compensation.
Respect for the Environment and give priority to environmentally friendly operations.
v. Honesty
vi. Integrity
vii. Principled
viii. Reliability 6

7. Segmenting the Market
7
A successful CRM Program is based on effective Market segmentation
Most Valued
Customers
2nd tier
customers
Below zero
customers
For the purposes of crafting this
CRM Training manual we managed
to segment the market for motor
vehicles on the basis of Peppers and
Rogers classification of customers.

8. Segmenting the Market
8
Most Valued Customers
 This is the high valued customer segment made up of
institutional customers such as universities, government
ministries, non-governmental organisations and
corporates.
 These customer segments enable local motor car dealers to
generate 80% of their revenues.
 This group of consumers will typically spend a little bit
more on their motor vehicle purchase. They are looking for
technically advanced cars that have the latest features, as
well as higher quality finishes throughout.

9. Segmenting the Market
9
2nd Tier Customers
 These customer have high prospects for future profitability.
 They have to be developed through strategies such as
cross-selling and up-selling.
 This market segment includes customers such as the
budding faith-based Pentecostal churches, the SME sector
and small scale mining sector.

10. Segmenting the Market
10
Below Zero Customers
 This market segment is made up of car owners who drive
imported versions who occasionally come for vehicle
servicing.
 This segment is characterised by cost conscious customers
 The target of this CRM Training Manual is on the Most
Valued Customer Segment and the 2nd Tier customer as
these are more profitable market segments.

11. Operational CRM Solutions: 1
 The idea of e-showrooms arises from the realisation that customers might not have adequate
time visit brick and mortar showrooms due to pressing time commitments.
 Hence e-showrooms must be integrated on the corporate website.
 Sales force employees will be trained on the management of a fully interactive electronic
showroom.
 Electronic showroom will must have capabilities for prospective customers to create a
uniquely customised vehicle.
 Customers must be allowed to create their distinct profiles were they write a description
about themselves, change the account settings and upload photos of themselves and their
memorable motor car experiences.
 Customers are to be assigned unique passcodes with which to logon to the system as follows:11
Create Electronic Showrooms

12. Operational CRM Solutions: 1
 1. Go to the Login page and click the Register Now button.
 2. On the New User Registration page, enter your PIN or Associate ID and Dealer Number.
 3. On the next page fill in your email, username and password.
 4. Enter a security question and answer.
 5. Agree to the Terms & Conditions.
Testimonial
12
Create Electronic Showrooms: Login Prompts

13. Operational CRM Solutions: 2
 The eMotorZim CRM Software has to be linked to the switchboard so as to automatically
redirect all phone calls to the next free extension.
 As a thumb rule all phone call must be answered within the first three rings.
 The eMotorZim CRM Software is capable of automatically responding to the caller in the
event the switchboard is not manned.
 When a call is redirected to any free extension, the recipient must courteously greet the
caller, introduce his name and position as well as the organisation concerned and ask
how best the recipient can be of assistance to the caller/client.
13
Handling Customer Contact points

14. Operational CRM Solutions: 2
 Call recipients must not waste the customer’s time, one must have a message note to
properly record the caller’s message.
 There must be minimal delays in redirecting phone calls to the appropriate recipients.
 Calls from toll free numbers must be attended to with urgency.
 When the number is reflecting on the switchboard it is a good practice to call back the
caller in order to get more information.
 The eMotorZim CRM Software can be configured to automatically request for a customer’s
number and call back the customer.
14
Handling Customer Contact points

15. Operational CRM Solutions: 3
 Studies show that 50% of customers are more likely to purchase because of positive
social media comments.
 The eMotorZim CRM Software will enable the motor car dealership to effectively
participate on all social media platforms for maximum customer exposure.
 It is the duty of the administrator to create a functional professionally run facebook and
twitter pages in the name of the company.
 Constantly update the Facebook and twitter pages in line with market trends and events
in the motor car industry.
15
Effectively Managing Social Media

16. Operational CRM Solutions: 3
 Create a community for customers to interact with each other.
 Create a whatsapp platform for instant customer feedback.
 Design all social media messages professionally in an unbiased manner to avoid
misinterpretation of messages.
 Run Do-it-yourself (DIY) demonstrations on You Tube in order to increase customer
participation and awareness of their motor vehicles.
16
Effectively Managing Social Media

17. Operational CRM Solutions: 3
17
Testimonial 2: Toyota Friend Social Application in Japan
In Japan Toyota created a social application called TOYOTA friend that connects cars to their
users.
Cars have ceased t be mere products but they become touch points since they are capable of
tweeting and communicating with human beings.

18. Operational CRM Solutions: 4
 Personalise product offering to individual customers through addressing them by their
name and title.
 Keep a database of all customer’s inclusive of all their contact details (cell numbers,
email addresses).
 Contact all customers in the database requesting their permission to receive promotional
materials via email and text messages.
 Send service reminders on emails and through text messages.
 Send birthday messages to all customers.
 Make customer follow up on a personal email after service to get vehicle performance
feedback and areas which the customer feels would be done to enhance their service.
 Email alerts must be activated so as to enable all email messages to be responded to
within 5 minutes upon receiving the email.
18
Engage In Database Marketing And Permission Marketing

19. Operational CRM Solutions: 4
 Operate on a standard procedure that observes that the customer’s voice must be
heard.
 As such defective products must not be sold to customers.
 A thorough assessment must be conducted on all returned vehicles to ascertain whether
the fault fall within the limits of the warranty.
 Tools and equipment are maintained on contract to ensure accuracy and safety.
 There is need to standardise customer facing business processes so that they “speak
with one voice” when interacting with the customer.
19
Returns policy and Product recalls

20. Operational CRM Solutions: 4
 Customer Queries on Motor Car Spares: Some spares have guarantees such as fuel
pumps.
 A thorough assessment is done first to ascertain the reason for the faulty part.
 If its manufacturer related fault the part, the customer is given a functional part, and the
faulty part is returned back to the supplier.
 Customer Queries on Workmanship: The sales force attend to customers immediately
and then investigate when the customer is gone. Disciplinary measures may be
undertaken in case of poor workmanship.
20
Testimonial 3: Puzey n’ Payne Graniteside Returns Policy

21. Operational CRM Solutions: 5
 It is essential to understand the needs, wants and aims of an organisation’s customers, if
a business is to align its capabilities with customer expectations.
 This is where the eMotorZim CRM Software comes into play to assist motor car dealers
to align their processes, products and services to build real customer relationships.
 The eMotorZim CRM Software will allow local motor car dealers to capture and organise
customer data with the view of making it an enterprise wide resource that is shared and
discussed throughout the organisation.
 Without the eMotorZim CRM Software what local car manufacturers know about their
customers might not be sufficient to create long lasting relationships. 21
Customer Knowledge and Customisation

22. Operational CRM Solutions: 5
 It is important to put systems in place to gather customer data in real-time.
 The eMotorZim CRM Software enables a one-to-one relationship with all customers
hence improving on customisation.
 The eMotorZim CRM Software has inbuilt capability to make an intensive customer
follow up programme through sending timed reminders and prompt service to
customers.
 It is essential for customers to give feedback that allows for service repair and recovery
mechanisms.
 In the event of any unsatisfactory service being delivered to the customer, follow up calls
are made to ensure that customer’s problems are efficiently resolved.
22
Customer Knowledge and Customisation

23. Operational CRM Solutions: 6
 An eMotorZim CRM Software that closes the loop on your marketing
investments by allowing customers to get a seamless experience with your
brand whenever and wherever they are.
 Create an eMotorZim CRM Software mobile phone application (mobile app) and
make it available of Google play store, App Store and Nokia Ovi Store.
 Integrate a Google Places application within the eMotorZim CRM Software
mobile app to allow customers to easily locate the nearest service centre.
 This enables your company to meet prospects where they are: online, on mobile
devices, on social media. 23
Create Seamless Customer Experience through
eMotorZim CRM Software

24. Operational CRM Solutions: 6
 A study carried out in USA shows that 52% of customers are loyal to their
current brand of vehicle.
 With eMotorZim CRM Software service never stops customers stay connected in
real-time.
 Drivers expect their service providers to support them anytime, anywhere.
 Whether drivers choose to reach out through social media, your engagement
centre, owners portal, their mobile device or connected car, eMotorZim CRM
Software allows you to leverage your legacy investments to stay connected with
them, be more relevant, service better, and sell better. 24
Create Seamless Customer Experience through
eMotorZim CRM Software

25. Operational CRM Solutions: 7
 After reaching predetermined service times or values the eMotorZim CRM
Software must have the capability to offer service discounts such as zero labour
costs on minor repairs.
 The eMotorZim CRM Software has to be configured to automatically award free
service to customers who would have bought brand new vehicles for the first 6
months of purchase.
 The eMotorZim CRM Software has to be configured to free fitting for customers
who buy parts from selected branches.
 The eMotorZim CRM Software has to be linked to computerized diagnostic
machines and create a customer interface so as to create transparency in car
servicing.
25
Customer Retention Schemes.

26. Operational CRM Solutions: 7
 An essential element of the eMotorZim CRM Software is that it provides a real-time
vehicle repair progress tracking on all vehicles on repair.
 The system has the capability to offer free training to customers on wheel changing,
petrol checking and changing, battery changing, how to jump start a vehicle.
 Ensure that there is flexible pricing as a customer can negotiate for the price.
 Motor car dealers must not only provide tangible products in the form of vehicles, there
is need to provide an augmented product such as warranty, customer service, providing
additional services than competitors disbursing free gifts and free vehicle check-ups.
 The most important approach in the CRM paradigm id the introduction of a CRM
Software that is essential in the collection customer analytical data and providing a
customised service. 26
Customer Retention Schemes.

27. Operational CRM Solutions: 8
 All branches are linked using a certain operating system.
 They can do inter branch transfer e.g when a car serviced in Harare
develops a fault in Gweru it can be attended by Puzey and Payne Gweru
branch. They share the database.
27
Real-time vehicle diagnostics:

28. Analytical CRM Solutions: 1
 The eMotorZim CRM Software must be capable of processing interest free hire purchase
financing options over a specified period of time say 24 months, upon receiving a
guarantee deposit arrangement from the customer.
 The eMotorZim CRM Software has to be integrated with local financial institutions in the
process of qualifying eligible customers for the vehicle financing options.
 The eMotorZim CRM Software must be capable of generating reports that automatically
inform the vehicle financing option applicant via text message and by email, of the
outcome of the application together with the terms and conditions pertaining of the
finance option, in the event of a successful application. 28
Vehicle Finance Option Schemes

29. Analytical CRM Solutions: 1
 The eMotorZim CRM Software must have a customer interface that clearly outline and
evaluate the eligibility status of finance options of prospective applicants in terms of
suitable employment status or income generation capacity.
 Outline the criteria for selecting successful applicants.
 The eMotorZim CRM Software must specify the types of vehicles that qualify for finance
options and clarify to customers that vehicle finance options are only open while stocks
lasts.
 Outline the risks involved to the customer in cases of non-payment of the finance
option.
 Consider debt factoring as a loss recovery strategy.
29
Vehicle Finance Option Schemes

30. Analytical CRM Solutions: 1
30
Testimonial 1: Premier Auto Finance Options on Jaguar XF
Offer Full
Payment
Deposit Interes
tRate
Initial
Payment
Period Monthly
Instalment
TotalCost
OfFinance
0% $71000 $14200 0% $2218.75 24months $2218.75 $71000
$$1695 $71000 $14200 3,81% $1616.26 36months $1616.26 $74515.21
Source: The Sunday Mail Business, 13 September 2015, page 12

31. Analytical CRM Solutions: 1
1. Offer free car service upon reaching
a specified mileage.
2. Award service points for
repeat services

32. Collaborative CRM Solutions: 1
 There must be an annual motor showcase similar to the Harare Agricultural Show, or the
Zimbabwe International Trade Fair.
 An event where local motor car dealers jointly hold the motor car exhibitions on an
annual basis showcasing their product offering as well as a way to get customer
feedback.
 These exhibitions can be used we unveil the latest exciting developments in our ranges,
 Use motor car exhibitions to the unveiling concept cars to the launch of ground-breaking
green models such as solar powered models.
32
Showcase cars at major events in the country

33. Collaborative CRM Solutions: 1
 There must be an annual motor showcase similar to the Harare Agricultural Show, or the
Zimbabwe International Trade Fair.
 Attendance at major car shows enables motor car dealers to capture customer data and
expectations as well as vehicle data which will be used in the process of automating
routine tasks.
 At the next level, motor car dealers will focus on leveraging data to improve customer
interactions.
 This is followed by streamlining the product development and planning process.
 After the successful attainment of this phase, it is fundamental to tune and test the
system through providing additional value added services to customers. 33
Showcase cars at major events in the country

34. Collaborative CRM Solutions: 2
 Unroadworthy traffic and traffic accidents are an unhealthy scourge in our society.
 Nevertheless, they present a fertile ground for Relationship Building for Motor car
Dealers.
 Local motor car dealers can partner with ZINARA and the Traffic Safety Council of
Zimbabwe to sensitise the driving community on the dangers of reckless driving and
driving Unroadworthy unserviced cars in the best interest of public safety.
 Enter into an alliance with vehicle recovery companies such as the “Road Angels” for
vehicle breakdowns as an after sales service for customers. 34
Road use campaigns

35. Collaborative CRM Solutions: 3
 This is a program meant to support salespersons in managing their
touch points and to provide them with event calendars about their
customers.

35
Salesforce Automation

36. Collaborative CRM Solutions: 3
 Components of salesforce automation include:
1. Contact Management
2. Activity Management
3. Communication Management
4. Forecasting
5. Opportunity Management
6. Order Management
7. Document Management
8. Sales Analysis
9. Product Configuration 36
Salesforce Automation

37. Strategic CRM Solutions: 1
 Tie the customer with golden hand cuffs through the use of financial incentives such as
lower prices for greater volume of purchases or offer lower prices to loyal customers
who have stood by the company for a long time.
 The acquisition cost of a motor vehicle might be the most significant of costs that a
customer might face, however, there are other continual costs that affect the
relationship with a customer.
 Repair costs must be kept at an optimally affordable rate to promote repeat purchases.
 This provides long term customers with stable prices as compared to newer customers.
 Long staying customers who spread positive word of mouth can be rewarded financially
through the use of rebates and discounts of the listed prices.
37
Establish and Industry Relationship Policy

38. Strategic CRM Solutions: 2
 Instead of focusing on brand new vehicles, local motor car dealers can
also focus on their attention on and specifically attract owners of
imported vehicles.
Testimonial 4:
 Croco Motors invites owners of imported used cars such as Nissan Serena,
Nissan Liberty, Nissan Sylph amongst others for service repairs.
 Amtec Motors also does the same
38
Offer “Grey-import” service for allied brands

39. Strategic CRM Solutions: 3
 Actively support the local car drag competitions at the
Donnybrook race course.
 Currently, the Donnybrook race course is in a state of
disrepair and neglect.
 Local car dealers can create a favourable relationship by
agreeing to adopt and maintaining the local race course.
39
Adopt the Local car driving grand prix

40. Strategic CRM Solutions: 4
 Management must engage and collaborate with investors in major decisions that have a
bearing on the stake in the business.
 Management and employee relationships must be characterised with fair remuneration
(basic salary and commission).
 Fair training opportunities must be availed to all sales force employees.
 Management must ensure that there are job rotations amongst all employees across all
functional departments in order to increase their product knowledge.
 Branches must share resources and knowledge; there must be quick referrals to other
departments to avoid wasting the customer’s time.
40
Managing Nano and Mega Relationships

41. Strategic CRM Solutions: 4
 Engage institutional customers on their preferred product and service offering.
 Make every customer interaction count, do not take a single customer for granted.
 Set up a focus group of distinct loyal group of customers in specific customer market
segments.
41
Managing Nano and Mega Relationships

42. Strategic CRM Solutions: 5
 Sign Memorandum of Agreement with the Vehicle Inspection Department
in the training of competent drivers who can chauffer drive respected
dignitaries and international celebrities such as Baby Face and Alingo
Dangote in specifically branded courtesy vehicles in order to create
favourable customer perceptions I favour of their brands.
 Have adequately trained officials on etiquette, diplomacy and public
relations to contact with special guests.
42
Courtesy vehicles for special guests
or high achievers

43. Administrative Procedures: A
 Respect the privacy of customer’s database.
 It is unethical to reveal the customer’s database information
to third parties either on a voluntary basis or in return for
financial gains.
 Observe the confidentiality of a customers.
 Create special market relationships that treat customers as
members of the organisation.
 Properly account for a customer’s belongings left in your
custody.
 Notify customers of any changes in prices and service
conditions prior to conducting the service.
43
Nurturing Ethical Relationships

44. Administrative Procedures: B
 Seek prior authorisation from customers before sending text messages
and unsolicited commercial mail (Permission Marketing).
 When a prospective client visits your outlet for the first time give them
some free moments to browse through the showroom,
 Do not immediately jump to assist the customer since it can annoy
some customers.
 If an employee is unable to assist a customer they should not pretend
to do so.
 Only authorised respondents must reply to email messages to avoid
duplication of efforts and for consistency.
Nurturing Ethical Relationships

45. QUESTIONS
&
ANSWERS

46. Compiled by
Solomon Saradinya Zhuwankinyu