When the Earnhardt group decided to expand into the other areas, Speen researched different companies and settled on FireSocket.

"Now, we can market to our service customers in a different way and really follow up with the people that physically come into our stores," Speen said. "And our corporate team is able to get a bunch of information from each store at their fingertips through DealerSocket, so they can monitor the day's events in our stores."

Speen said DealerSocket CRM helped the entire company bring its operations up to a whole new level.

"It really helps us consistently deliver an ideal customer experience at each of our stores," he said.