Turbocharging efficiency: high-end-auto detailer uses customer relationship management to cut costs, boost business.

[ILLUSTRATION OMITTED]

THE AUTO DETAILING BUSINESS IS typically a hotbed of cool technologies, with popular shows such as MTV's Pimp My Ride opening viewers' eyes to the wealth of products and services that can turn a regular ride into a tricked-out road warrior.

Charles Mack Jr., vice president of Clinton, Maryland-based V.I.P. Auto Appearance Center, knows the value of having the right technology both on the road and at work. His company provides luxury auto detailing and installs devices and accessories (iPod cables and remote starters) to a diverse group of clients. In 2007, Mack realized that the company was still relying heavily on a combination of manual and IT-based solutions to maintain its 4,000-strong database of repeat customers and for handling invoices and e-mails.

"We needed to simplify things in order to save both time and money," says Mack of the family-owned, seven-employee company, which was founded in 1980. Mack looked to the customer relationship management (CRM) space, and after thorough research, invested $5,000 (plus a $300 monthly subscription fee) in a solution from Gilbert, Arizona-based Infusionsoft. The upgrade took 30 days, with data conversion (to the new system) taking the most time.

The company, which generates between $300,000 and $450,000 in annual revenues, uses the Web-based technology to seamlessly capture, track, nurture, and follow up with prospective and current clients. It also uses the system to develop marketing campaigns that run on "autopilot," allowing the staff more time for other tasks.

V.I.P. can also better manage its monthly membership service for clients. "In the past, we had to manually charge each of their credit cards, and give them notifications of upcoming card expirations," recalls Mack. "Now, once customers are entered into our CRM, the system bills them, issues automated receipts, and takes care of those notifications without our intervention."

V.I.P.'s willingness to invest thousands of dollars in a system that would bring it up to speed technologically--when many companies are cutting back--speaks volumes of its faith in a cutting-edge business approach. Today, the CRM solution comprises about 25% of his firm's actual, traceable revenue, says Mack. "The system was pricey," he adds, "but it was something we couldn't afford not to do, seeing how much it has brought to the table for us."

Up next, says Mack, is a blog that he hopes will increase traffic to V.I.P.'s Websites. He sees such moves as being particularly crucial during a time when companies are fighting to find and keep--every paying customer.

V.I.P.'s technology investments don't end with a CRM solution. To keep a step ahead, the company also implemented the following:

* Outfitted employees with BlackBerry smartphones

* Set up multiple domain names such as BestDetailShop.com and VIPAuto Appearance.com for targeting specific customer groups

* Launched BestDetailShop.com, an online store that sells apparel, discounted services, and gift cards. The site also features a virtual customer service representative that audibly directs new visitors to the site's various incentives.

--Bridget McCrea

EDITED BY SONYA A. DONALDSON DONALDSONS@BLACKENTERPRISE.COM