In this episode, Brian and Kim kick off a series on retention marketing, focusing on how auto repair shops can utilize Customer Relationship Management (CRM) systems to enhance customer loyalty and communication.  They are joined by Greg Rainville from Steer and Chris Enright from Enright Automotive, who share their expertise and experiences. Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops Lagniappe (Books, Links, Other Podcasts, etc) https://www.pendo.io/ https://steercrm.com/  How To Get In Touch With The Guest Greg Rainville : https://www.linkedin.com/in/grainville/ Chris Enright : https://www.linkedin.com/in/chris-enright-4674302ab/ Show Notes with Timestamps The introduction (00:00:01) Introducing the topic of retention marketing and the guests for the episode. Role of CRM in retention marketing (00:02:10) Exploring the role of CRM in retention marketing for auto repair shops and its unique aspects. Implementing CRM in the business (00:04:04) Reasons for implementing a CRM in the business and the benefits of CRM in customer communication and appointment reminders. Effectiveness of CRM in customer communication (00:05:50) Comparing traditional methods of customer communication with the capabilities of CRM and its effectiveness. Key features of CRM (00:08:50) Discussion on the essential features of CRM, including filtering, appointment reminders, and Google reviews. Impact of Google reviews and content (00:12:13) Exploring the impact of Google reviews on customer trust and the importance of customer content in reviews for driving more business. The importance of digital processes (00:14:51) Discussion on the impact of digital processes on customer experience and expectations. Challenges of traditional methods (00:15:21) Comparison of traditional handwritten methods with digital processes and the challenges faced by shops still using old methods. Resistance to change (00:16:31) Observations of resistance to digital inspections and modern CRM systems among some shop owners. Retention marketing (00:17:16) Importance of retention marketing and strategies to keep customers engaged and loyal. Effectiveness of customer outreach (00:18:49) Discussion on the frequency and methods for reaching out to customers to maintain brand loyalty. Benefits of RepairPal (00:20:52) Exploration of how RepairPal can introduce shops to new customers and build trust. Personalized messaging impact (00:21:16) Impact of personalized messages and the importance of keeping customer communication personal and local. Measuring CRM effectiveness (00:25:58) Methods and importance of measuring the effectiveness of CRM-driven marketing...