I have both Android and Apple devices and a very limited amount of apps for each. When I first watched my friend scroll through 15 pages of apps on his iPhone, I decided that I wouldn’t download an app unless I had the time to learn how to use it. What if you could do the same with your DMS or CRM software? Wouldn’t it be nice to shop for various apps and then download for free the ones you’d like to try?
It is actually possible with most DMS and CRM systems that have dynamic security profiles. When we first add a user in the sales department, we have a basic security profile in DealerStar of a CRM salesperson. This level of a salesperson can manage their leads, create appointments and track actions. When the salesperson has learned that area and is ready to do more, then we upgrade their security to a CRM salesperson plus. That level can do some data mining and send out emails and letters. If the dealership wants them to quote payments, then we change their security profile to CRM salesperson plus with Quotes.
During the 12th Digital Dealer Conference & Exposition in Orlando during the first week in April, I gave a seminar on “Fighting Technology Inertia” and one of the biggest complaints that I heard is that users are not willing to perform the training that is required when dealerships get new CRM or DMS software. I threw out some options with incentives, but when I got home, I looked at our DealerStar software and realized that it is all so overwhelming. I’m normally logged in as a system administrator with access to everything and there are 167 menu items in accounting and payroll alone. I didn’t have the energy to count them in sales, F&I, service and parts, but I’m sure they are also in the hundreds. No wonder employees don’t want to do the training; it is too much to do at one time. Why not use the apps method and start employees out with security levels for only the features they need?
The first step is to find out if you can customize your security and create profiles for your users. Next, ask a user that is having difficulty exactly which features they need today to do their basic job functions. If their only function is entering leads, preparing checks, or closing repair orders then provide access only to that function. If you’re training a new employee, give them access to what you’re training them on today, and then add access as they take a class on a new feature. One of the best utilized DMS systems out there requires regular testing for any function that the user has security access for. I’m not suggesting that, but it does prove that training does work. Instead of creating more work for your employees, why not try to simplify their day by removing some of their security access? It will be a treat for them to get the function later – like a free app, when they are ready to learn more.