Customer records are no longer just a place to store names, numbers, and notes. As CRMs, CDPs, DMS data, service history, website activity, and AI tools become more connected, dealers have a new opportunity to turn customer records into smarter action.

This panel will explore current thinking of which Tech Platform should be the master system of record for each customer. We will also discuss how better data can improve the way teams follow up, prioritize opportunities, personalize outreach, and maintain relationships after the first sale. The focus is not just having more data, but making that data usable for the people responsible for moving customers forward.

Key Takeaways:

• Understand how DMS, CRM and CDP strategies are changing the role of customer records.
• Reflecting on the supporting evidence for the system of record candidates.
• Learn why clean, connected data matters for better follow-up.
• Explore how sales, service, and management teams can use customer records more effectively.
• Identify common data gaps that prevent stronger customer relationships.
• Discover how dealers can turn customer history into more relevant outreach.