Trade magazines, conference speakers, consultants and technology companies have been touting the merits of customer relationship management (CRM) for the last three years. CRM software strategies should help dealers find new customers, retain current ones and turn all into repeats. A lifetime customer can spend more than $300,000 on products and services at one dealership. But are dealers buying into it? They’re starting to, says Chris Rayl, vice president-VIP Services for Automated ...

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