From buying a car to after-sales service, YGC Cars customers can expect a better customer experience as the company implements a new digitalized customer relationship management (CRM) system.
The automotive arm of the Yuchengco Group of Companies (YGC) under House of Investments decided to shift to a digital business model to raise its customer relationship standards even before the pandemic. The CRM investment was initiated in 2019 and fully implemented in 2021, giving the YGC Cars dealership’s frontliners better control of the customer care and management process.
“The pandemic has driven everyone to go digital, so we took this as an opportunity to level up our customer relationship. It follows the YGC way of futureproofing our customers’ automotive needs in the next normal,” said Johnny Fetalvero, SVP and Car Business Operations Head of YGC Cars.
The new digital system integrates all customer-related information in the cloud that the dealership’s frontliners can access anytime through their mobile devices. A quick check on the mobile app, for example, helps a service advisor to determine which customer is due for regular preventive maintenance so he could set up an appointment with a phone call.
This digitalized customer care also allows the frontliners to go the extra mile by offering services that can benefit customers, such as reminders for LTO registration, driver’s license, or insurance renewal; information on new car models that the customer has been eyeing; and even the customer’s birthday. In addition, the new system enables YGC Cars to connect customers with others who may have similar interests that could prove beneficial to them.
Aside from centralizing information, the digital CRM platform also enabled YGC-owned dealerships to update their customer database, track leads, make forecasts, lessen paperwork, speed up payment system, and ultimately enhance efficiency and productivity by giving their personnel more time to engage with customers.