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Friday, May 6, 2022

YGC Cars Digitalizes Customer Relationship Management System


Customers of YGC Cars are getting a higher level of experience – from buying a car to after-sales service – as the company implements a new digitalized customer relationship management (CRM) system.

YGC Cars, the automotive arm of the Yuchengco Group of Companies (YGC) under House of Investments, has decided to shift to a digital business model to raise its customer relationship standards even before the pandemic. The CRM investment was initiated in 2019 and fully implemented in 2021, giving the YGC Cars dealership’s frontliners better control of the customer care and management process.

“The pandemic has driven everyone to go digital, so we took this as an opportunity to level up our customer relationship. It follows the YGC way of futureproofing our customers’ automotive needs in the next normal,” says Johnny Fetalvero, SVP and Car Business Operations Head of YGC Cars.

The new digital system enables end to end customer care for better customer service. It integrates all the customer-related information in the cloud that the dealership’s frontliners can access anytime through their mobile devices, allowing them to be proactive especially in booking appointments for the customers. A quick check on the mobile app, for example, helps a service advisor to determine which customer is due for regular preventive maintenance so he could set up an appointment with a phone call.

This digitalized customer care also allows the frontliners to go the extra mile by offering services that can benefit customers, such as reminders for LTO registration, driver’s license, or insurance renewal; information on new car models that the customer has been eyeing; and even the customer’s birthday. In addition, the new system enables YGC Cars to connect customers with others who may have similar interests that could prove beneficial to them.

“A good customer relationship begins on the day the car is delivered to its new owner. With our new digital platform, our response time is faster, so we are able to serve the customer regardless of where we are at the moment,” Fetalvero adds. “We’ve really standardized our best practices since we started fully digitalizing our backroom.”

Fetalvero added that the CRM platform also proves useful in filtering inquiries from various sources, funneling useful leads into actual sales prospects. “We are projecting a 20 percent increase in sales for the year across all YGC Cars dealerships,” Fetalvero shares.

Aside from centralizing information, the digital CRM platform also enabled the YGC-owned dealerships to update their customer database, track leads, make forecasts, lessen paperwork, speed up payment system, and ultimately enhance efficiency and productivity by giving their personnel more time to engage with customers.

This early, the CRM system has already resulted in two recognitions from Honda Cars Philippines: no. 1 in sales satisfaction in Metro Manila, and no. 2 in service satisfaction. YGC Cars is celebrating milestones with its Honda dealership in Quezon City for its 30th year, and Honda Manila for its 25th year.

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