ICL Autó Kft. selected R&R Software Zrt.’s automotive retail-specific CRM solution, together with a Microsoft Power BI-based data warehouse solution built on top of it, to support its commercial activities.

The Iniciál Group is a 100% Hungarian-owned business group engaged in the sales, customer service and authorised servicing of Renault, Dacia, Nissan, Toyota, Lexus, Peugeot, Suzuki, Kia, Opel and BYD vehicles. It operates at four locations in Western Hungary: Győr, Mosonmagyaróvár, Sopron and Szombathely. The dynamically growing group currently employs more than 140 people.

Building on more than ten years of industry experience, the Group was founded in 2002 by Zsolt Taródy, who continues to serve as its managing director. Its expertise is reflected in its steadily growing customer base and the high proportion of returning customers. ICL Autó Kft. has also received numerous professional awards and recognitions, several of which are unique even at international level.

The Iniciál Group has been using the cDMS dealer management solution suite, operated by R&R Software Zrt. and based on Vector CDP, in its automotive retail operations for nearly 19 years. In 2019, R&R Software extended the system with a modern CRM application. The main features of the customised solution include:

• Fully process-driven sales management, helping ensure that no business opportunities or customer enquiries are accidentally overlooked.
• Consolidated, digital management of business opportunities and customer enquiries.
• Integration with the IP-based telephone system: in line with quality management requirements, business calls are recorded and can be retrieved. Business opportunities can be created automatically from calls, while missed calls trigger mandatory follow-up activities.
• Transparent and auditable sales activities, including deadline monitoring.
• Support for a multi-brand environment, enabling several automotive brands to be managed within a unified system while meeting brand- and manufacturer-specific reporting and operational requirements.
• Brand-specific, customised quotations and customer contracts can be generated using layouts and branding tailored to each individual marque.
• Synchronisation of Opel customer, vehicle and invoice data with the Automaster ERP system, together with automated reporting compliant with Opel manufacturer requirements.
• Integration of multi-brand quotation configurators for Renault, Dacia, Citroën and Peugeot. Sales representatives can use each brand’s own factory vehicle configurator, integrated directly with the system, enabling complete quotations and subsequent customer contracts to be prepared quickly and efficiently.
• Additional customised documents and forms can be generated as attachments to quotations, including handover certificates, general terms and conditions, standard equipment information and technical data sheets.
• All quotations and customer contracts can be stored in the prospect’s or customer’s digital file, allowing them to be retrieved at any time and versioned when a new quotation is requested.
• Comprehensive GDPR compliance supporting different requirements for individual brands.
• Automation of Toyota-specific data reporting requirements and synchronisation of customer data with Toyota’s manufacturer systems.

The office-based CRM application is complemented by an integrated mobile application for tablets. This allows test drives to be booked and managed, and customer enquiries to be recorded directly next to the vehicle or at external sales events. Personal data is collected in compliance with GDPR requirements: customers can review, accept and digitally sign the relevant declarations directly on the mobile device, and the signed documents can immediately be sent by email. The same functions are also available when reviewing and accepting quotations and customer contracts.

Alongside the renewal of the customer experience management system, R&R Software also implemented a Microsoft Power BI-based data warehouse and business analytics solution. It provides the owners with fast, accurate and easy-to-understand statistics on dealership activities, which can be customised by users without developer intervention. The solution also supports the data reporting obligations required by brand importers.

The automotive retail-specific CRM solution introduced in 2019 made customer relationship management more efficient. During the COVID-19 restrictions that characterised the second quarter of 2020, these customer-facing processes could also be maintained thanks to the workflows supported by the implemented digital systems.