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Visit: Lings Cars

What role does ICT play in the business?

"I live in my web page. Please don't spit or litter in there, I like it tidy and clean. Compared to the rest of the car industry, I guess I am number one in ICT or whatever. Try to find one other RSS or XML feed, try to find a more interesting and usable web page with as many visitors as I have, or try to find someone who communicates so effectively from within their web space.

Really, living in my web page means that when someone logs on, they are visiting my home. They really can have lunch, order a coffee and have a chat with me, wander around or relax, or just look at my car deals. I can't find another business that has the same attitude about their web page; most are decided in a boardroom or committee. My web space really represents... me".

Using ICT is central to the whole operation - all the applications and processes are dealt with online. Ling is investigating methods of automating enquiries and quotes to speed up the service and to improve communication - if the customer can get an almost instant response to their query then the business is more likely to capture that customer.

Ling has in place systems to track the progress of every customers purchase so that they are able to be kept informed about where their vehicle is and when they can expect it to be delivered.

RSS Feeds, Love'em! Source: Lings Cars.

Ling is also trying to reduce the amount of contact she has with customers on a personal level. This is not because she does not like dealing with customers; it is just that she is only one person and the business is growing fast! The use of the telephone can mean that her time is taken up with calls when she could be helping other customers. It is a trade-off between catering for all customers and making them feel individually cared for. ICT will help her to move towards finding the right balance between personal contact and dealing with all customers.

The IT systems she uses enable the business to track customers and where they have come from. The systems also enable her to be able to make judgements about the nature and seriousness of the customers that contact them. Ling's experience tells her that some customers are not genuine - an 18-year-old with a hotmail account asking for a quote for a Ferrari is unlikely to turn into a sale!

ICT is also used to manage the accounts of the business.

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