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Successful Crm Solutions For The Automotive Industry

Soulware Zrt. was founded in 2009, primarily for the custom implementation and development of open-source CRM systems. At the same time as the joint stock company was founded, the fleet management service provider Eurofleet was launched. The cooperation between the two companies has been intertwined from the very beginning.

Eurofleet quickly grew to a fleet of thousands of vehicles, and their main competitive advantage became quality customer service and positive customer satisfaction, in which Soulware Zrt.’s CRM solution played a significant role. After more than a decade of cooperation, Eurofleet, which was exclusively Hungarian-owned, was acquired by a multinational fleet management provider, making their business success an essential reference for Soulware. This success paved the way for Soulware to become a successful CRM supplier to fleet managers and car dealers. We talked with Krisztián Darvas, CEO of Soulware, about CRM solutions in the automotive industry.

How can one enhance the customer experience in the automotive industry?

Krisztián Darvas: In the car trade, sales margins and the success fee are typically low, meaning price competition is fierce in the same category. This drives car dealers to differentiate themselves from competitors by offering services and a positive customer experience. This is where a wellfunctioning CRM can significantly help, offering solutions that can enhance the customer experience and thus increase sales.

What's the secret?

KD: There is no secret, there is only well and accurately functioning software support, thanks to which there are no forgotten promises or callbacks, but there are well-defined internal processes and clear, correct communication. Today, the average car purchase price is close to HUF 10 million, a significant financial transaction in Hungary - so the customer has a right to expect the car dealer to carry it on his back. That's why customer experience, including CRM, has become a priority.

Does this mean that all car dealers are now using a CRM system?

KD: Unfortunately, not, I am convinced that a dealer who implements a professional CRM system could realize a significant increase in profits. The picture, especially in this country, is more complex. World brands and importers may have 30-50 or even 70 dealers in Hungary, which implies a vast network. As buying a car is now typically an emotional issue in a category, global manufacturers are also trying to standardize the customer experience at dealerships. They aim to provide prospective and returning customers with a well-constructed, measurable and identifiable positive customer experience. This is why, in many cases, they have developed their own CRM systems. Still, these are more geared towards serving the importer's hunger for information than supporting the local dealer's business success.

So where is Soulware's place in the car trade?

KD: A custom CRM solution that can be made compatible with the importer's CRM system may be optimum.