Simon Bailes Peugeot is a 30-year old dealer group based in
three depots in Yorkshire.
The company has prided itself on its
ethical trading policy that focuses on customers, people, honesty,
standards and profit. In 2008 it invested in Pinewood’s Pinnacle
dealer management system.
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Marketing manager Bridget Charlton explains: “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.”
She adds: “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 that we don’t compete with ourselves
internally and projects a professional appearance for the whole
company.”
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By GlobalDataThe company’s previous system was not “live” and
used batch processing.
This led to duplication of work and resulted in
errors in the system and delays in reconciliation.
“We knew,” Charlton said, “we would benefit from
the introduction of a fully integrated system.
“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 customers’ needs more
accurately in the future.”
