Articles

April 13, 2007

Reynolds, Callbright Combine for Automotive CRM

Reynolds and Reynolds have announced an integration between their Power Customer Relationship Management application and Callbright's Call Management System. Officials of both companies say that it will enable automobile dealerships to "improve significantly the effectiveness of CRM activities, especially lead management and dealership call tracking."

Callbright sells a Web-based call management system for managing telephone traffic in real time. Its integration into Power CRM means that when a customer calls the dealership, a record containing the caller's information can be added to the CRM system. Dealership personnel also can link new and existing customers together, as well as take notes on calls within the CRM software.

Tony Fowler, vice president of New Product Design for Reynolds, explained that when a customer or prospect calls the dealership, a screen-pop appears that includes the caller's name, telephone number, and available demographics, "even if the caller has never contacted the dealership before," delivered "while the customer is on the phone, instead of after the call is completed."

Callbright actively integrates with Do Not Call lists and "enables dealerships to reach large audiences with pre-recorded announcements quickly and efficiently and to identify which advertisements are the most effective, based on telephone call response rates."

Last fall the Reynolds and Reynolds Company and First Advantage CREDCO, a wholly owned subsidiary of First Advantage Corporation, announced a CRM partnership to deliver pre-qualified consumer prospect leads to automobile dealerships in the U.S. With the leads, dealerships can efficiently target in-market customers and sell more cars.

As part of the agreement Reynolds promised to provide a certified data interface that offers direct access between its flagship CRM product, Contact Management, and CREDCO's Lead Prospector Solutions, a suite of integrated consumer leads for automotive dealers.

Reynolds will also provide a certified data interface to those customer relationship management (CRM) providers in the Reynolds Certified Interface program.

First Advantage CREDCO officials say its Lead Prospector product "provides dealers with high-quality consumer prospects from a broad consumer lead base that includes Internet, demographically-targeted, bankruptcy and subprime leads."

Source: David Sims | TMCnet

View All Articles