In March 2025, we sent out a survey to understand the use of our Gold Customer Relationship Management (CRM) solution within your dealership. We would like to thank all those who took the time to complete our survey.
Read our key findings from the survey below.
Number of Users
- There was a mixture of responses on the number of users, ranging from 0 to 15.
Gold CRM for Deals / Events
- Only around a quarter of respondents make use of the Deals feature available in Gold CRM. For Deal Pipeline Management, most indicated they use an external option such as ODBC, while a few rely on other manufacturer systems.
- When asked about the Event/Action feature, a collective 39% of respondents selected one of the four available options indicating some use of the features in Gold. The remaining 61% chose Other and added in their comments that they did not use the feature or were unaware it was an option.
CRM and Market Analysis
- 39% of respondents indicated that they use Market Analysis Codes in Gold in some way to categorise customers.
- However, when specifically asked about using Market Analysis Codes to classify customers by type, only 17% said they did so, with the majority either unaware of the feature or not using it for that purpose.
Competitive Equipment
- Only a small percentage (11%) use the competitive equipment feature with the remaining respondents either not using or not aware of this option.
CRM for Marketing
- Roughly half of respondents send marketing campaigns from Gold, using a combination of email (19%), post (19%), and SMS (10%).
- 45% of respondents make some use of the manual and automated SMS messaging features in Gold, while the remaining 55% do not use this feature.
- Half of respondents would like to see more options for sending automated messages from Gold. An even larger percentage (67%) expressed interest in an inbuilt messenger system with links to a website.
- 61% would like the ability to send automated after-sales surveys to customers to gather feedback.
- 33% are interested in routing positive reviews to platforms like Google Review
CRM and Mobile Capabilities
- Only 17% of respondents currently use the Gold Sales app.
- Half of respondents expressed interest in a mobile CRM app for sales representatives to use while away from the office.
- Several respondents provided additional specific feedback, and we may follow up individually to gather more information.
There were many cases where respondents were unaware of some functionality already available in Gold. We plan to reach out to these individuals to help enhance their understanding.
We will use these results in our investigations into CRM options for Gold and would like to thank you for your time.
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.
