Case Study: Simon Bailes Peugeot

23 April 2009

 

What does your customer look like? What does he or she want from their car? How much do they have to spend? Do they have a family? Where will their car be serviced?

 

As a company with a 30 year history that prides itself on an ethical trading policy that focuses on customers, people, honesty, standards and profit, Simon Bailes Peugeot naturally takes a deep interest in questions such as these.

 

But how do you answer them? The company turns to its dealer management system. Pinewood's Pinnacle allows the group – with three locations in Northallerton, Stockton on Tees and Guisborough – to build up a picture of each customer.

 

Marketing manager Bridget Charlton explained: "The CRM core of Pinnacle was one of the main reasons we selected it. Every action we fulfil with a customer is recorded, allowing us to build a detailed picture of each person's needs. This ensures we can always communicate with our customers in a relevant and timely manner to maximise our marketing opportunities."

 

Pinnacle's marketing strengths have proven a good match for the Simon Bailes way of doing business, she continued.

 

"Pinnacle is a cost effective integrated solution with a CRM core. As a marketing-led organisation we felt the product was a good match to our business needs.

 

"Also, because it is a live system, it provides us with 360 degree vision across the business throughout the day. If a customer visits our Guisborough site and then our Stockton dealership, we will know what they were looking at in each location and what price they were offered for their trade in. This ensures we don't compete with ourselves internally and projects a professional appearance for the whole company."

 

This live aspect of Pinnacle was one of the attributes that first attracted Simon Bailes to the product, Bridget explained.

 

"Our previous system wasn't live and used batch processing, which lead to duplication of work and resulting errors in the system and delays in reconciliation. We knew we would benefit from the introduction of a fully integrated system.

 

"Previously, we had to rekey data, which is time consuming and creates errors. With Pinnacle this has been negated."

 

A further advantage for Simon Bailes is the way in which Pinnacle creates a range of benefits by integrating comprehensively with Peugeot's own IT systems – a feature that has recently been comprehensively upgraded.

 

Bridget said: "The Pinnacle system is Peugeot compliant and we currently upload data weekly to the Peugeot hub. Performing this process has kept us highly focused on the importance of collecting good quality data to ensure we can meet our customer's needs more accurately in the future."

 

Pinewood has recently improved the range of Pinnacle integrations with Peugeot dealer IT systems:

 

showroom feed

 

Pinnacle automatically generates customer and vehicle prospecting information detailing sales and statistics. This report can be sent directly to PSA Central Systems through the dealer web portal.

 

Sales opportunities

 

Pinnacle records contacts and activities against each customer's records and enables individuals to be flagged as sales opportunities. This can then be reported in detail.

 

Parts franchise file

 

Containing all current Peugeot franchise parts held on file, the parts franchise file integrates fully into Pinnacle, which streamlines the process of quotation and invoice creation by pulling in manufacturer part numbers, purchase codes, sales codes, part descriptions, cost and recommended retail prices without the need for manual rekeying.

 

Parts price updates

 

Automatic parts price updates ensure that parts prices are consistently updated and made available to Peugeot Pinnacle users as soon as the manufacturer releases new information.

 

Peugeot stock order transmissions

 

Pinnacle integration allows the dealer to download a parts stock order file in an approved format which can then be sent directly to Peugeot.

 

Peugeot CSI feed

 

Pinnacle automatically creates a report of all customers who have visited the workshop in the last month. The DMS can then automatically email this report to Peugeot or other third party CSI companies.

 

Vehicle IDS data

 

Pinnacle integrates into the vehicle model price list including up-to-date model lists, specifications and factory options with relevant pricing and codes. This is refreshed automatically upon request.

 

 

For further details please contact Simon Wells at
Paperchase Public Relations on 01283 711311
or e-mail simon@paperchasepr.co.uk