What we found with the PSXDigital website when we combined it with the CRM is that we're able to get ahold of and contact - and when I say contact, I mean we're able to talk to the customer on the phone, we're sending them a text message or we're emailing back and forth with them and having a two-way conversation - 99% of the time in less than a minute from the time that they submitted the lead. That's really increased our engagement rate and our closing rate has gone up significantly on our website leads.

It allowed our salespeople to really focus on high-value touches and the system really, in the background, is taking care of all the low-value stuff. So it really allowed us to focus on what was most important and that was being in front of a customer. 

One of the really powerful things in the system is that it allows us to manage our inventory based on facts, based on what our store has done with it historically, not based on what Kelly Blue Book says it's doing in the other markets or what an ADA's doing in other markets. So when we take a trade-in now at our store, we take that trade-in based on facts, not based on the manager's emotion at the time of the trade. (It has) increased our turn, increased our gross profit, our used inventory significantly.