Alfahim Group's automotive division goes live with AutoLine Dealer Management System

Shifting to AutoLine is consistent with Alfahim Group's commitment to provide superior services to its loyal customers. Processes will be engineered and reengineered as and when needed to ensure that the focus always has a satisfying and memorable experience.

Autoline is widely regarded as the most complete system for the retail motor industry with over six thousand installations active across more than thirty countries around the world. The system comprises more than twenty core modules to serve business efficiently in a process-controlled environment and allows for high standards of customer service.

Alfahim implemented the latest Autoline version which has Customer Relationship Management (CRM) as the 'central hub' of the entire system. CRM is in fact what makes the difference between any dealership and the other. "The positive customer experience is what makes him/her come back and repeat his/her business with us," said Mr. Peter Beynon, Managing Director of Alfahim.

"With CRM being the core of the DMS (Dealer Management System), every user who directly or indirectly interacts with our customer base will be able to update Customer or Vehicle information, so that we continuously update customer details. This updated information will be of great support to the Automotive Division to design more tailor-made offers relevant to different customers' preferences and priorities which will translate into more satisfied and consequently loyal customers," continued Mr. Peter.

Starting in December 2006, the duration of the project and the smoothness with which it was accomplished is a record in the industry. Support and engagement of senior management, commitment from the cross-functional project committee and the strong backing from Alfahim's IT team were the most important factors behind the success of this project.

Daimler's best practices were shared by the dedicated functional consultants from Daimler Asia who joined the Alfahim project team. The implementation of this version of AutoLine, also known as the Blueprint Ver. 2.0 which is a Daimler certified version, is the first rollout in the Middle East.

This blueprint consists of DC standard detail processes and manufacturing system specifications & integration to other Daimler applications such as EWANET, WIS, ASRA warranty VEGA CLAIM, RLC & GLC etc,...Technical consultancy was provided by PACC, the authorized AutoLine implementation partner in the region with a deep understanding of the system acquired through the numerous sites they implemented across the region. Another essential success pillar for the project was training. Albeit training is a serious challenge in similar projects, the meticulous way it was handled at Alfahim ensured a high adoption rate from all the users.

Alfahim envisions in the short run to have more accurate customer records and more targeted interactions with customers in addition to a higher operational efficiency rate. In the long term, adoption of CRM as a strategy will lead to higher employee satisfaction since all the information is at the tip of their fingers; which will reflect in higher customer satisfaction, better lead management and higher conversion rates, and more efficient up-selling, cross-selling, and repeat sales.

Implementing Autoline was a key milestone in Alfahim's journey towards customer centricity. The next phase of the project will involve the rollout in Taageer & Autorama, followed by CM & E. Alfahim will also use Autoline integration capabilities to include other technologies like telephony, faxing, SMS, email and the like to make sure customers are served through the channels of their choice.