What Your Opt-Outs Reveal: Your CRM Isn't Broken. It's Being Misused

"When it comes to mattering to others, you must discuss what matters to them. Assume all else will fall on deaf, or in this case, dull ears..." This is a quote from How to Win Friends and Influence People in the Digital Age by Dale Carnegie & Associates. Your CRM was supposed to build relationships. Instead most shops use it to blast slow day texts, chase declined services, and hope something sticks. The result isn't retention. It's opt outs, and opt outs are your customers telling you something you need to hear. In this session Craig O'Neill breaks down five hurdles standing between the aftermarket and a CRM that actually works. You'll learn why "Customer Retention Marketing" is the wrong definition of the acronym entirely, why most shops are building lists instead of communities, and what it takes to earn an opt in instead of forcing an opt out. This conversation lays a framework for fixing it, and it sets the stage for a bigger conversation. Craig will be presenting a full session on staging the next visit through meaningful use of inspection data at the Institute's event in Ogden, Utah this October. Come to this webinar ready to rethink what your CRM is for. In October we'll build on it with the tools to put it into practice.