Classic Car Problems Classic Cars Inc. operates high-end automotive dealerships that offer luxury cars along with luxury service. The company is proud of its extensive inventory, top-of-the-line mechanics, and especially its exceptional service, which even includes a cappuccino bar at each dealership.

The company currently has 40 sales representatives at four locations. Each location maintains its own computer systems, and all sales representatives have their own contact management systems.

This splintered approach to operations causes numerous problems including customer communication issues, pricing strategy issues, and inventory control issues.

A few examples include: A customer shopping at one dealership can go to another dealership and receive a quote for a different price for the same car. Sales representatives are frequently stealing each other's customers and commissions. Sales representatives frequently send their customers to other dealerships to see specific cars and when the customer arrives, the car is not on the lot.

Marketing campaigns are not designed to target specific customers; they are typically generic, such as 10 percent off a new car. If a sales representative quits, all of his or her customer information is lost.

PROJECT FOCUS

You are working for Customer One, a small consulting company that specializes in CRM strategies.

The owner of Classic Cars Inc., Tom Repicci, has hired you to help him formulate a strategy to put his company back on track.

Develop a proposal for Tom detailing how a CRM system can alleviate the company's issues and create new opportunities.