Customer Relationship Management Tool

The Customer Relationship Management category experienced some interesting shifts this year. Over the years, fluidity in the CRM category has been the norm, so when dealers rate a provider well for consecutive years, it’s a testament to the company’s staying power. This year, dealers recognized four companies, including a new top dog and two newcomers to the category.

While the Diamond Award winner – eLEAD CRM – is a second-year award winner, this is the company’s first Diamond Award with a score of 106.1. Last year, the company made an impressive first appearance in the Dealers’ Choice Awards with the Platinum Award. “It is always an honor to be recognized. It’s an even higher honor when there are so many other competitors in the space … We take the everyday great ideas that come from our dealers and innovative creative teams and implement them quickly and correctly,” said Hugh Hathcock, owner of eLEAD CRM.

Taking home its first-ever Dealers’ Choice Award is a company that’s only been a nominee for a few years now. However, CAR-Research must be making an impact to take home a Platinum Award for its CRM tool.

DealerSocket claimed the Gold Award for CRM in 2011, marking the company’s third consecutive year as a provider rated above average. Last year, the company received honorable mention in fourth place and won Gold in 2009.

A newcomer to the awards, but not to the CRM product space, Autobase, scored above the group average and claimed a fourth-place honorable mention in this ever-competitive category.