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Autotrader.com case study

At AutoTrader, Jott for CRM Enables the Highest Quality Customer Data

Management Needs Better Data Faster

AutoTrader provides the Internet's leading auto classifieds marketplace and consumer information website, and local classified publications across North America. Their online property, AutoTrader.com, aggregates in a single location about 3.5 million new cars, used cars and certified pre-owned cars from 40,000 dealers and 250,000 private owners and the site attracts about 14 million unique monthly visitors.

AutoTrader's 500-person sales team maintains relationships with car dealers throughout the US, who advertise and distribute their products through AutoTrader. While the company invested in a CRM system to manage dealer relations, it was not satisfied with the usage of the system by its field sales team. Gib Finley, the Director of IT, needed to find a solution for the sales team to get more complete and up-to-date account information for account reviews and to facilitate transitioning accounts between sales people. Gib also saw feedback from the field sales team about the added time and effort it was taking to boot up their laptops and search for a connection between appointments to update their CRM accounts. "I realized that their issue was more about mobile data entry options than it was about them not being willing to use our CRM system," said Finley. But AutoTrader didn't want to undertake a long or expensive IT project.

Jott for CRM Captures Mobile Updates and Important Notes

To improve CRM mobile data capture, Gib selected Jott to create a "Jott for CRM" product. The benefits of using Jott were obvious: it worked across all mobile phones and carrier networks, required no downloads, and was incredibly easy to deploy and support. When Jott for CRM was complete, it was immediately dispensed to the field, along with some simple instructions. The field was up and running in a matter of minutes and the frequency and quality of updates increased almost immediately.

Jott recently launched Jott for Salesforce, which closely mimics the experience it created for Autotrader. With Jott for Salesforce, a sales person simply calls in to update opportunities and account notes and set tasks, reminders, and appointments. "If Jott for Salesforce works half as well as the custom integration Jott did for us, it will be a game changer for sales people and managers everywhere," said Finley.

Mobile Updates Improve the Quality and Timeliness of Sales Data

Within a few weeks, Gib and the rest of the management team noticed a clear difference in the quality of the sales data he was seeing from his team. Not only did weekly usage of the CRM system increase for the procrastinators on the sales team, but system updates were occurring much more frequently. Sales management was able to more reliably track the progress of accounts and provide more immediate and relevant assistance for the ones that were stalled or in trouble. The management team also felt more confident that they captured the most relevant and complete account notes, because the sales team updated the CRM system right after getting out of their customer meetings. The sales team agreed that Jott for CRM helped them save reporting time, since the most important information could be updated on the go. Since Jott for CRM can be used entirely hands-free, it also made everyone feel better about in-car safety and complying with local driving laws.

Time Savings and Improved Usability Lead to Productivity

While there are many benefits from using Jott for CRM, the biggest come down to ease of use and affordability. "User satisfaction is high, and the high ROI is compelling," says Finley. "Jott has become an established part of our sales and account management process."

Email feedback (at symbol) jott (dot) com if you'd like to provide a testimonial.
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