Reynolds and Reynolds Co. will introduce a redesigned customer relationship management system for dealerships at the NADA Show on Saturday.
The Dayton, Ohio, dealership management system giant said the new CRM system, called Focus, is a significant departure from its previous tool, known as Contact Management. It's the first time the company has renamed its CRM system.
"It's a new product," said Greg Uland, Reynolds' marketing director. "We're not renaming or re-skinning a current product in any way, shape or form."
Ed Pontis, Reynolds' director of product planning, said that most CRM systems are great at generating follow-up activities from customer leads or events that happen at a dealership. Focus was built to operate more in real time, so sales reps and managers are on the same page about what's happening with a customer at any given time.
While Reynolds' prior CRM tools have had desktop and mobile applications, the company said Focus is designed to seamlessly interact between the two. Focus will allow a sales rep to use a mobile app to remotely swipe through sales steps as they happen.
"That gives the sales management team visibility into the sales floor," he said.
Focus will be rolled out alongside Contact Management, so dealership employees can learn the new system as the existing CRM system is phased out, Pontis said. A timeline for when that switch will be finalized has not been set.
Reynolds tested the system with an undisclosed number of dealerships prior to this introduction, and their feedback helped the system evolve, he said.
Reynolds did not disclose Focus pricing, nor the number of dealerships that use its CRM product.