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CBT News' Joe Gumm interviews Paul Whitworth

Is your technology flexible and relatable to customers?

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Article Highlights

  1. Paul Whitworth, senior vice president, Dealertrack DMS, explains that our business is a people business. People don't want to buy a car by clicking on a website. So, purely automating our business was never going to happen.
  2. Technology can make the personal car-buying experience even better, particularly as consumers are increasingly using smartphones. Dealers need to look for ways to use technology to enhance the winning formula of price, convenience and trust when serving clients.
  3. Dealers are not going to make more money because they have a great DMS, but they need an open, easy to use DMS that enables them to take advantage of all of the new digital tools that will help them increase their efficiency and sell more cars. Our focus is providing a technologically-sophisticated client while taking care of clients with superior performance management.

We always hear the phrase, “Be where the customers are.” Currently, they’re online when researching for a vehicle. We also hear that we should be flexible and relatable, and that’s a little harder. According to Paul Whitworth, senior vice president of DMS at Dealertrack, making that technological connection with customers early is important, just make sure you’re using your current technology correctly. Because once they’re at your store, customers want to engage with you.

For more information on this subject, please read Paul’s article, Look Back in The Rear View to Illuminate What’s Ahead.

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