Car dealership

Car dealerships also use computers to enhance the picking of spare parts while tracking the entire
procedure.The car dealerships have several departments: sales and marketing, parts, human resources,
finance, service, and customer service. Computers in the dealerships have enabled the sales and service
departments to communicate, coordinate and work with each other effectively. In this departments
computers have also been incorporated with cloud and mobile computing technologies to help
customers effectively shop and interact with dealerships. This has enabled the visited dealerships to deal
with customers increased expectations. The dealerships use systems and online platforms installed in
computers to enhance online shopping of vehicles where most car buyers are hoping to purchase their
new or used cars.

The sales and marketing teams of these dealerships are trained on how to effectively use computers to
engage potential leads shopping online to convert them into customers. The finance and insurance
department in the dealerships deals with sales aspects of vehicle insurance and financials. The finance
and insurance department in the dealerships markets the loan products and other options like credit
insurance, auto service contract or extended warranty to customers after agreeing to purchase the
vehicle from the dealerships. The accountants in the finance departments of these dealerships use
computers to store and access records of finances to make changes and the need to keep paper files.
The computer files for financial statements and transactions in the dealerships can be accessed quickly
and printed along with the required changes if the management needs the paper to be done.

Managing of business

The managers in different sectors promote and encourage strategies that grow the sales of the business.
The computers have typical duties such as training, organizing schedules, interviewing, setting goals for
salespersons and hiring. Computers also help individual salespersons in setting goals and objectives
while providing the required support to meet the set goals. The computers are also responsible for
direct communication and scheduling the activities of all employees in the department for better
staffing. They also follow up on all potential buyers by developing, monitoring, and implementing sales
and prospecting control systems. Computers are also responsible for maintaining an accurate daily log
which reflects all the sales activities in their respective business.

Computer Programs

The dealerships I visited use different programs to improve the quality of customer service. Some of
these programs include Reynolds and Reynolds, ARSLoaner, Dealertrack DMS and CDK Drive. Reynolds
and Reynolds is the program which helps car dealerships like Cargiant to redefine the customer
experience and improve operational excellence by providing the best in class to dealers (Almohri,
Chinnam & Colosimo, 2019). The software is used for accounting, inventory and contract documents in
dealerships since the applications are designed to automate all dealership operations with integrated
finance, parts, online marketing, sales and services. The system equips the sales team with skills to
become more resourceful to meet the set goals. They are empowered to manage the interaction of
customers.
ARSLoaner is another cloud-based system dealerships use to manage the parts and fleets of cars. The
managers and salespersons can access the pricing data and inventory, manage the scheduling process
and track the maintenance services offered to customers. This system helps dealerships pull data in real
time from the dealer management system by eliminating Excel spreadsheets and paper forms.
Dealertrack is another system providing these dealerships with management solutions specialized in
digital retailing, DMS systems, sales, finance, insurance, and CRM systems (Abraham, McAnulty, Mehler
& Reimer, 2017). The system allows salespersons and mechanics to create, track and manage daily
agreements based on different classifications like retail, insurance, warranty and loaners. The CDK Drive
is another management system used by these visited dealerships since it is designed to help automotive
industry businesses manage sales and marketing departments, inventory, leasing and other compliance
operations. This software helps sales managers track orders, gain insights into performance reports,
generate shipping manifests, and identify new opportunities for dealership business.

Impacts of Computers on Customer Experience

Computers are essential tools for enhancing customer experience among the dealerships I visited. Most
dealerships depend on customer reviews to boost business and enhance their satisfaction. Technology is
the key to perfect customer experience in dealerships since over 90% of car buyers research vehicle
information using computers, and more than half of the buyers use mobile devices. For instance, the
service departments in these dealerships use tablets to enhance efficiency and productivity
(Bharathiraja et al., 2022). These tablets are installed with apps that help mechanics send diagnostics to
data management systems. It also enables service advisors to use tools that help streamline customers’
check-in process. Tablets also enhance communication between the mechanics and service advisors,
resulting in appropriate servicing of customer cars. These dealerships have been getting five-star reviews
because of enhancing smoother transactions, which makes customers more satisfied.

In addition, these dealerships have also ensured that they have websites in good condition so that
clients can book appointments or services easily. Computer technology has also enabled some of these
dealerships to implement Customer Relationship Management (CRM) tools which have ended the era of
paper-filled processes. CRM tools have enabled dealerships to work with different prospects
simultaneously to increase profits (Staeblein & Aoki, 2015). The CRM tools have made it easier for
dealerships to reduce overlapped deliveries and manage appointments. Salespersons and managers can
take a few minutes to schedule emails and texts to reach a large number of clients when compared to
mailers and newspapers.
Customer relationship management tools have also enhanced customer experience by fostering better
communication and accountability. The sales team of these dealerships have been permitted to create
digital leads which are accessible on their mobile phones and even in the offices, and this enables
managers to view leads. This also enables managers to keep up with pending sales and daily schedules
and maintain staff accountability since it enables them to view leads (Abraham, McAnulty, Mehler &
Reimer, 2017). The managers in these dealerships no longer walk into every dealership to monitor the
sales team’s performance. Still, instead, they access lead information wherever they use computer
technologies. CRM tools also help managers and salespersons make their dealerships profitable by
quickly converting the leads and sales information into reports. This computer system also cuts away
clerical work to enable dealership employees to concentrate on what they do best.

Waiting Areas

The waiting areas of these dealerships I visited were full of customers waiting for their vehicles to be
serviced. While talking to some customers, I realized they spent several hours in the waiting room of the
service unit. Customers who visited the Car Giant dealership enjoyed waiting because the room was
spacious, with well-lit open areas, nicer upholstered armchairs, free Wi-Fi, large screen TV, and the
modest coffee set up complete with a bowl of free packaged snacks (Taylor‐West & Saker, 2012). Most
customers I interacted with at Cargiant dealerships enjoyed waiting, and they felt at home because of
the good services offered in the waiting room. I observed several activities in the dealerships, like
servicing customers’ cars, booking appointments, meeting and discussing the car problems with service
advisors, paying the bills, and waiting for the car to be repaired by the mechanics.

The other activities included new leads or customers negotiating the prices of new vehicles with
salespersons, checking and testing vehicles, completing the sales and receiving the purchased vehicles.
The only successful upsell I witnessed was in Hamiltons Used Car Sales, where two potential customers
came in, and the sales department helped them find the right car that met their needs (Wilman & Bax,
2015). After getting the suitable cars, they bargained for them and were taken to the finance
department, where they completed the transactions. The finance and insurance department helped one
customer secure loans and purchase additional care protection plans. Before leaving the car, these
customers visited various departments, such as the service department, where the cars were checked
and tested.

Service Advisor

The sales advisor in the car dealerships I visited also acts as a customer service who help in providing
estimates, customers’ bookings, and deals with car suppliers. The service advisors also handle customer
complaints, such as dealing with unhappy customers politely and diplomatically (Wilman & Bax, 2015).
The service advisors in these dealerships also act as a liaison between customers and technicians. They
are noted to enhance effective communication between these two parties where they explain the
recommendations related to repairs in layman’s language and brief mechanics about customers’ needs.

One of the problems I witnessed the service advisor from the Cargiant dealership handle was the
complaints about the delayed repair. The customer complained about his car overstaying in the
dealership, and the mechanics had not started working on the repair. The service advisor apologized to
the customer on behalf of the dealership and explained to him the reasons for the delayed repair
(Taylor‐West & Saker, 2012). The customer was informed that the delay was caused by the car spare
parts that were not available in the market, and the mechanics in the dealership had to import from the
suppliers.

Collision Estimates

A collision estimate is also called an auto body estimate. It is defined as the process that happens after
the accident to lead customers through repairing their cars. The collision estimates are the liaison
between insurance companies, customers and parts vendors. This ensures that the process of repair is
completed smoothly. Collision estimators help insurance companies provide detailed reports on vehicle
damage costs (Staeblein & Aoki, 2015). It also helps dealerships conduct damage assessments and place
orders for spare parts for replacement. The dealerships I visited use computers such as tablets, phones
and laptops connected with programs such as Scott systems MaxxTraxx, web-East collision estimating
software, CCC One Repair management and Mitchell cloud estimating systems.

Cargiant, Currie Motors, and Eltham Car Sale use CCC One Repair management system to predict the
repair costs for damaged vehicles with several problems. The CCC One management system is a cloud-
based technology that gives real-time updates. The system also helps the mechanics in these dealerships
predict the cars’ age and the number of repairs to be done. The collision estimates are also done based
on parameters such as transmission, repairs and the conditions of a car engine (Candelo & Candelo,
2019). The system has helped these dealerships to have a clear picture of the required today budget for
vehicle repairs. CCC One management system also helps customers in these dealerships to make an
accurate budget and save money at the same time by comparing market rates that can be negotiated
easily.

The other system incorporated in computers by these dealerships is Scott Systems MaxxTraxx. This
system is designed to help car and truck dealerships understand the amount required to repair the
customers’ cars (Wilman & Bax, 2015). The system estimates the trade-in value based on factors such as
the car model, vehicle style, value of tires, year, age, and the driver’s history. Scott Systems also
comprise tools for tracking invoice in the invoicing software for other small and growing businesses.

Operations during and after the Covid-19 Pandemic

The Covid-19 Pandemic forced car dealerships to alter how they sell and deliver vehicles. These
dealerships and showrooms implemented computer technologies since the Covid-19 pandemic forced
customers and employees to worry about safety. The dealerships embraced touchless deliveries, digital
financing and online sales. The licensed dealers were permitted to lease and sell vehicles remotely
(Candelo & Candelo, 2019). They were directed to negotiate with customers using electronic methods or
telephones. Since Covid-19 started, customers were also directed to the dealerships’ websites, emails
and phone numbers for accessible communication.

Notably, dealerships have continued to sell vehicles online, and even car owners have normalized
booking mechanics online for their car repair and maintenance. The service departments in dealerships
have gone digital since Covid-19 up to date, and they use pay-per-click advertising, search engine
optimization, live chat, video and online content. The live chat has enabled the service department to
drive more online traffic, which helps generate more revenue from repair orders (Bharathiraja et al.,
2022). Live chats enhance customer engagement across different devices and reduce phone waiting by
providing convenient online communication. In addition, shift