CRM Phase 1 - Flipbook - Page 25
Creating Customer
Records
4. Introduction
A customer record holds vital information regarding a prospective or existing individual on the CRM database.
Information such as name and address, contact methods, what the individual9s occupation is and how they have
heard about the organisation.
The CRM database must be searched before a customer record can be created to ensure that duplicate records
do not exist. Refer to process 02.001.01 L1 Searching for CRM Records for more information.
Customer records will be created by numerous departments – for example, the service department may create a
customer record when the driver/owner of the vehicle brings it into the workshop. Or alternatively, a sales
executive may create a customer record if a person is interested in purchasing a vehicle.
If a customer is purchasing or servicing a company vehicle a company record must be created and attached, see
process 02.002.03 L1 Creating Company Records.
Because the information that is held on a customer record is important to the dealership for marketing and
customer service purposes consideration must be given regarding 8minimum standards9 of data entry for CRM
records.
Creating Customer Records
02.002.01.L1 9304E
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