Marc McGurren is an entrepreneur at heart, a 20-year veteran of the automotive industry, and the proud co-founder of McGurren Consulting, established in 2017. Over the past 12 years, Marc has worked with dealerships across North America, consulting thousands of agents to help them become more efficient, productive, and profitable—a mission embodied by McGurren Consulting's motto.

Through his extensive consulting experience, Marc has gained invaluable insight into the pitfalls of traditional CRM workflows. He noticed that agents often waste time chasing unresponsive customers while neglecting those actively engaged in two-way communication. Additionally, many agents fall into “task mode,” blindly following CRM prompts without considering the customer’s preferred communication method. For instance, an agent may make a phone call as directed by the CRM, even when the customer has exclusively communicated via text, creating a disconnect and diminishing the customer experience.

This challenge inspired the creation of CRM Wingman, a Chrome extension designed to optimize dealership workflows. CRM Wingman hovers over customer records and tasks, providing agents with real-time insights into the most effective communication methods. The extension visually displays the number of outbound and inbound calls, texts, and emails, while also using icons to signal the preferred communication channel.

When a task is triggered, CRM Wingman’s icons guide agents on the best way to connect with the customer. If a customer has not responded to calls, emails, or texts, the icons are greyed out, signaling the agent to proceed with the task as assigned. When an icon turns green, regardless of the task type, it indicates the most effective communication method to use, eliminating guesswork and ensuring stronger connections.

While training agents, Marc also noticed their reliance on sticky notes and notebooks to track his recommended responses to common objections and questions. This disorganized approach led Marc to integrate his proven rebuttals directly into CRM Wingman. The platform includes pre-written templates for addressing objections related to pricing, trade value, credit issues, location concerns, and time efficiency. Dealerships can further customize these templates to suit their specific needs.

By prioritizing tasks with engaged customers and equipping agents with ready-to-use tools, CRM Wingman ensures dealerships deliver the right message at the right time through the right medium. This innovative solution streamlines workflows, boosts productivity, and maximizes profitability for dealerships across North America.