CRM Manager BMW (German Luxury Automotive Brand )
by Richard Ho in Automotive
Introduction:
Over the years, our client in UK a long successfully established itself as an iconic Automotive brand with a unique personality and strong racing heritage. An emotional lifestyle brand they distinguish themselves by mastering the perfect blend of practicality and fun in everything we drive.
Responsibilities:
- Establishes CRM objectives with Dealer Principal and General Manager - Marketing
- Ensures agreed action plans are developed to achieve short and long term CRM objectives for the dealership
- Conducts SWOT analysis of all current CRM activities at dealership
- Conducts strategic reviews and amend objectives and approaches as required with General Manager – Marketing and General Manager - Sales
- Recognises potential lead shortage in advance and connects relevant players
- Establishes KPI’s for measuring success of strategy are implemented
- Identifies and agrees on customer touch points and responsibilities
- Reviews customer touch points and identifies potential improvements
- Conducts regular assessments of customer touch points and ensures continuous improvement
- Supports dealership marketing plan
- Identifies opportunities utilising customer and prospect data from database
- Connects sales and marketing to fill the Sales Funnel gaps
- Coordinate with brand departments on brand and product events
- Reviews dealership marketing plan monthly
- Coordinates approach for handling sales opportunities within the dealership, in closed cooperation with Sales/ Aftersales and Marketing Manager
- Establishes agreed roles and responsibilities with Sales Manager for handling opportunities
- Monitors effectiveness of opportunity follow-up with sales team
- Reports on sales conversion from opportunity sources
- Monitors the dealerships Sales Funnel performance
- Ensures customer and prospect data is captured accurately by relevant front line staff on dealership database
- Ensures customer database contains both accurate sales and after sales data
- Ensures on time data reporting to Brand Principal and is responsible for data quality
- Establishes processes for monitoring data quality
- Ensures data is kept relevant and accurate
- Establishes processes for collecting additional data i.e. hobbies, lifestyle, special characteristics to facilitate segmented marketing campaigns
- Legally represents CRM, based on consultation with the board of management
- Represents CRM in-house and externally
- Cooperates with associations (chamber of commerce, etc.)
- Steers and controls the operational management & improves dealership customer experience
- Ensures customer feedback is accurately captured
- Identifies possible trends and repeats in customer complaints
- Recommends possible action plans to General Manager
- Identifies possible strengths and weaknesses in customer experience at dealership
- Coordinates (internal) customer complaints process
- Identifies possible trends and repeats in customer complaints
Requirements:
- Bachelor or Master degree or equivalent
- 5 years of related experience in motor vehicle/industry with excellent CRM skills
- Professional experience of working with and managing agencies and internal company resources
- Computer Literacy Experience of the development, implementation and management of direct marketing processes
- Leadership experience
- Valid Class 3 Driving License
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