AutoSoft International Inc. is offering surviving Chrysler Group LLC dealers a way to market themselves to customers whose dealerships have closed.
AutoSoft has upgraded its CRM Traffic COP software so dealers can easily import information on reassigned customers from Chrysler's DealerConnect Web portal.
CRM, or customer relationship management, software helps dealers communicate with customers through methods such as e-mail, direct mail and phone calls.
CRM Traffic COP works with AutoSoft's dealership management systems. AutoSoft, which has been selling dealership systems for 20 years, is the nation's third-largest supplier of such systems.
AutoSoft launched the CRM product just over a year ago. Dealers who want to import the Chrysler orphaned-owner list can go to the company's Web site to update their Traffic COP software.
Chrysler said it was planning to send the first of three mailings to its orphaned customers last week. The letter informs consumers of their dealer's status and provides names of three to five nearby dealerships that can take over warranty work. Chrysler is also handing out $1,000 owner loyalty bonuses toward the purchase of a new vehicle.
AutoSoft COO Charlie Prophet said the company decided to offer the file-import feature so dealers can manage the customer list effectively.
Brendan Hurley, owner of Hurley Chrysler-Jeep in Deland, Fla., says he is the only survivor out of five local Chrysler Group LLC dealers. The four closings left him with 41,000 potential service customers, including some who had bought vehicles at his store but took them elsewhere for service.
Hurley plans to reach out to those customers through postcards, coupons, phone calls and model-specific specials. He said importing customer information directly into his CRM system allows him to do marketing that is more extensive and personalized than just sending out a postcard through the factory site.
"We have a whole campaign planned in Traffic COP," he said. "It's literarily two mouse clicks, then you have the ability to do direct-mail pieces or e-mail pieces to those people."