In March 2025, we sent out a survey to understand the use of Customer Relationship Management (CRM) solutions within your dealership. We would like to thank all those who took the time to complete our survey.
Below are our key findings from the survey.
Use of CRM Systems Today
- Most dealers reported using either no CRM solution or internal systems, while 12.5% use a mainstream CRM and another 12.5% use a manufacturer-provided system.
- The number of users ranged from 0 to 25.
- Only a quarter of respondents were satisfied with their current system, with the majority identifying opportunities for improvement.
- Half of respondents expressed strong interest in a CRM system that integrates with Gold.
Most Important CRM Features
- Half of respondents identified Sales Pipeline Management as their most important feature. Integration with Inventory, Quotes/Estimates, Territory Management, and Task/Activity Management were also ranked highly.
- The majority of respondents use CRM to record wholegood sales deals, but only a few use the Competitive Equipment feature in Gold.
CRM and Marketing
- For mailshots, 75% of respondents use a combination of email (42%) and post (33%), while a few mentioned using WhatsApp or Facebook in their comments.
- Only about a quarter of respondents use the existing Gold SMS message feature with the majority interested in a facility for more automated messages.
- 63% of respondents indicated that their business would benefit from an inbuilt messenger system for customer conversations, along with an option to route enquiries from their website. This is a key area we are currently exploring.
- The same number would like to send automated after-sales surveys to customers to gather feedback, but only a few would like the positive reviews to be routed to Google Reviews or similar.
CRM and Mobile Capabilities
- Half of respondents were interested in a mobile app for sales representatives to use away from the office, although this was the lowest ranked feature.
We will use these results for our investigations of CRM options for Gold and would like to thank you for your time. We may be in touch with you individually for more information.
If you have not responded yet but would still like to, it’s not too late. Use the following link to share your feedback.
Interested in taking part and providing feedback in any future surveys? Consider joining our Customer Advisory Board. Contact us at product_team@ibcos.co.uk to make an impact.
