Gubagoo was honored to be the presenting sponsor of ASOTU Con for the second year in a row, as dealers, vendors, and industry partners converged just outside of Baltimore, MD. The event continues to be among the best in the industry, and this year was no exception.
Among the thousands of conversations was Gubagoo’s panel – One Customer, One Story. I encourage you to watch the conversation between Glenn Pasch, Tony Fowler (VP of Product at Gubagoo), and Phil Gill (General Sales Manager at Tom Gill Chevrolet). The panel broke down how one dealership works to unify the entire customer experience, and how Gubagoo’s Curator handles that for dealerships.
The contrast between a vendor and a dealer using different tools made for a refreshingly honest conversation. Phil spoke about marrying his DMS, CRM, and CDP so the data is consistent. He said Tekion has ways of cleaning customer data, but it is not done automatically. His FullPath CDP offers clean customer data for marketing, but that information does not get into DriveCentric, so his salespeople don’t see it.
To bridge this gap, Phil challenged his sales and service people to leave their CRM and log in to their CDP for the most up-to-date customer information. Phil spoke candidly about how challenging this adoption was, taking 1.5 years of constant messaging to gain buy-in.
It is a story all too common in automotive. A dealership invests in this awesome new technology, only for it to sit on the sidelines, because employees resist using a new login or accessing another tool. Maybe the internet manager loves it, but you are only getting 10% of the return from that new invoice every month.
That is where Curator’s value really separates itself. Yes, Curator will give your internet manager all the clean, unified customer data to geek out over, which will drastically improve your marketing, but its real value is how it equips your salespeople with that same information without breaking routine.
Curator’s unified customer profile is injected directly into the CRM. Just a click away from a salesperson’s daily work plan lies a customer profile that shows every interaction your dealership has had with that customer. The salesperson sees what marketing emails they were sent, where they clicked on your website, what phone calls they have had, their updated garage and household, their lifetime sales and service value to your dealership, and so much more without going out of their way to get it.
Glenn Pasch said it best during the panel, “your team wants to be successful. Your team wants to give a great experience, but nothing frustrates them more than ‘I wish you would’ve told me ahead of time.”
So, tell them ahead of time. Meet them where they are. Give them all the customer information possible for them to deliver the best customer experience possible.
Curator does that.