How Mountainland Supply Company Uses IDEAL & TargetCRM to Boost Customer Engagement & Online Reviews

Mountainland Supply Company has come a long way since its beginnings in 1947. What started as a single location in downtown Provo, Utah, has grown into a thriving business with eight locations and 18 distribution branches across the state.

Seven years ago, they made the switch from Fishbowl to IDEAL, an all-in-one dealer management system (DMS). More recently, they adopted TargetCRM, an integrated sales and marketing platform within IDEAL.

We sat down with Bryan Nuttall, Regional Manager, to discuss their journey with IDEAL and TargetCRM.

Bryan shares how the dealership went from cumbersome reports and inconsistent inventory control to a faster and more efficient operation with detailed data and improved customer communications.

1. How do you think Ideal has changed your life?

Bryan: “Ideal has changed my life as far as from the dealership standpoint, just the way I can track numbers, the way I can track efficiency. I can tell where in the dealership we need to make some changes so we can become more profitable.”

2. How’s your experience been with Work Orders?

Bryan: “It’s been good. It gives us an opportunity to track it better and it’s also less paperwork. I think the best thing is the guys on the counter that are dealing with the customer can log in and see exactly where they’re at on the status of the work order.

So, there’s not a lot of back and forth where they’re putting the customer on hold, going back, saying, let me check and see what’s going on. They can actually look at the computer and tell right away what’s happening with the ticket.”

3. How has your customer communication improved?

Bryan: “With TargetCRM the best thing that it’s done for us is we’re able to send out surveys so we can get the feedback from customers. As we finish a repair within a week, we send out an automated text message to the customer to ask them how their experience was.

The nice thing is, it’ll send them to a Google review if it’s eight and above. If it’s below that, then it goes to the manager of that particular store and then he can personally contact the customer to find out what we could have done better.

Having used TargetCRM, we get a lot more Google reviews because generally, if you’re not sending out the survey, unless they have a fantastic experience, they’re not going to leave you a review.”

4. How has TargetCRM helped your marketing efforts?

Bryan: “What’s been nice about it is I can create customer groups, and we can focus more on our specific customer groups. So, if I’m having an event, I can focus on that customer group that would follow up on that or would attend that event and it lets me target the customer, a specific customer, better than just a broadcast.”