How Elgin CDJR Used Activator's CDP to Turn Passive Customers into Service Drive Dollars

Dealership Goals

For Elgin Chrysler Dodge Jeep Ram (Elgin CDJR), the mission was clear: improve CSI scores, streamline the chaos in the Express Lane, and drive more revenue from Customer Pay Repair Orders (CPRO). Like many dealerships, their DMS was cluttered with outdated records and past service customers who hadn't been back in months or even years. Their CSI scores needed improvement, their Express Lane was under pressure, and their advisors lacked the time and tools to pursue every opportunity. With aging customer data and limited bandwidth for outreach, the team turned to Activator to help them meet those goals without adding more to their already full plates. They needed more than mass email blasts; they needed a better way to reach both passive customers and activate shoppers with relevant service offers.

Enter Activator: A CDP Built for the Service Drive

When Peter Murrin, Service Director for The Bob Loquercio Automotive Group, brought Activator into the mix, his goals were clear:

• Make the most of the data they already have
• Bring back lapsed customers with real buying intent
• Support advisors with consistent, timely outreach
• Improve customer spend and satisfaction

From March 2024 to March 2025, I saw real numbers shift," said Murrin. "And I attribute much of that growth to Activator."

Get the Foundation Right with a Data Management Layer

You can't market effectively if your customer data isn't being managed. Activator's performance-based CDP includes a powerful Data Management Layer that identifies and manages Elgin's records by:

Validating 17,519 email addresses

Identifying 309 spam traps

Grouping 5,622 duplicate records into unified customer profiles

This gave the dealership a more accurate database that they could actually use and trust.

 

Target the Right Customers with a Dynamic Segmentation Tool

Once the data was identified and managed, Activator's Segmentation Tool made it easy to build strategic audiences based on live data, including everything from vehicle service history to engagement behavior. That meant Elgin could automatically identify and market to:

• Lost Souls (customers inactive for 12+ months)
• Active Shoppers (those showing new digital intent signals)
• Passive Customers (those not actively engaging but likely due for service)

These audiences powered everything from Automated Multichannel Marketing Campaigns to Custom Campaigns with zero guesswork.

 

Stay Consistent with Multichannel Marketing Campaigns + Custom Campaigns

Elgin CDJR runs a full series of Activator Service campaigns, including:

• Lost Souls Journey
• Service Welcome & Interval Journeys
• Service Appointment Reminders
• Three Custom Campaigns each month

That mix of automation and personalization kept customers engaged across all channels and off the competitor's radar.

In one case, a Lost Soul opened a custom email campaign in February and booked a service in March for $2,894. "That one RO paid for our Activator bill that month," Murrin said.

 

The Numbers Tell the Story

Month Over Month (March 2024 vs. March 2025):

And that's just for March. Year to date, they've had fewer total ROs than the year before, 1,252 vs. 1,546, but saw higher gross revenue.

Year Over Year (YTD):

Despite fewer ROs in 2025, the team earned more revenue, thanks to higher customer spend per visit, better targeting, and the ability to engage Passive Customers before they churned.

Why It Works

Activator isn't a plug-and-play email tool. It's a fully integrated Customer Data Platform built for dealerships, combining:

• Data accuracy through a robust management layer
• Real-time audience building that responds to customer behavior
• Multichannel automation that meets customers on their terms
• Live reporting that proves ROI every single month
  
  

The Takeaway

Activator helped Elgin CDJR do more than re-engage Lost Souls. It provided their team with a reliable way to grow revenue, improve CSI, and support their advisors, all without chasing cold leads.

"It's just working," Murrin said. "And the numbers back it up."

Ready to see how Activator can turn your data into revenue? Book a demo and activate your service drive.