We do great things with technology
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Scott Stoneham - Joint Managing Director at Masters of Beckenham
Background
The Masters group is a multi franchise multi location dealer group including Citroen, Renault, Peugeot, Mitsubishi and KIA franchises. They moved on to Pinnacle DMS in November 2006 having spent the previous 15 years with another DMS provider who was withdrawing support for their current system and was trying to persuade Masters to upgrade which would mean a substantial investment in hardware and software. Masters decided to look at other DMS systems and following a detailed evaluation of what was available in the market - decided upon Pinnacle.
Pinnacle system adopted by users who previously ignored the old DMS
We found that the move to Pinnacle has meant that the system is being used by employees who hadn’t previously used a DMS; this is particularly evident with the sales team who now use Pinnacle for diary and showroom management.
The adoption of the CRM system has been the most pleasing aspect of the new system as the sales teams have really adapted well to this change in process. They are now managing their own prospects on the system and creating their own orders. This has been a big culture shift for them but one they have dealt with remarkably well.
Once the sales team became familiar with the system they quickly found ways of getting the most out of Pinnacle which has helped them sell more cars. Also with the amount of reporting functionality within Pinnacle it has allowed us to monitor and analyse technical efficiencies in greater detail.
We believe that customer retention is vital, so having a strong fully integrated CRM system is therefore essential.
The CRM side of our old DMS wasn’t particularly great and we have found that Pinnacle is particularly strong in the CRM area and has improved the way we do things and made capturing and viewing customer information easier. Specifically the sales contact diaries, selections and mail shots have been of great benefit.
New features without upgrade costs
We had been with our old supplier for 15 years, however new versions of their software were only made available at a price and if the hardware supported it. As we were on an old version we were particularly attracted to Pinewood, as all future Pinnacle DMS upgrades are free.
Masters of Beckenham