Automotive Consumer Research

Flynn, M., Belzowski, B.M., Haas, S. 2002. E-CRM and the Automotive Industry: Focusing on Customers.
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Most studies of Customer Relationship Management (CRM) methodologies and technologies in the auto industry have explored the benefits of these new technologies for automobile manufacturers, dealers, and suppliers. The intent of this brief white paper is to consider as well the impact of CRM from the perspective of the ultimate vehicle buyer, and place these developments in a broader retail context. The scope of the term “relationship” in automotive CRM applies to all the possible interactions between the customer and the industry throughout the complete purchase and use process. In order for electronic CRM tools to have true impact, they will eventually connect to all the customer touchpoints, those events and transactions that constitute the activities of the relationship.