Dealerships can now conduct a real-time audit of their buyer database due to a brand new knowledge cleanse report developed by Advertising and marketing Supply.
The brand new instrument, supplied free to present purchasers, permits motor retailers to determine and proper inaccurate buyer knowledge, serving to to cut back wasted advertising and marketing spend and enhance buyer engagement.
The launch follows a current evaluation by Advertising and marketing Supply which discovered that, on common, 40% of buyer data held by 500 UK motor retailers comprise inaccuracies, impacting marketing campaign prices and effectiveness.
Keith Jackman, head of promoting and CRM at Sandown, praised the worth of normal knowledge audits: “We obtain massive quantities of buyer knowledge each day, so having simply accessible common well being checks is invaluable.
“Figuring out we’re working with correct, high-quality info permits us to confidently ship an distinctive buyer expertise whereas additionally maximising the efficiencies throughout the enterprise.”
Advertising and marketing Supply estimates that every outbound name prices retailers round £3.60. With clients sometimes contacted 2.5 instances per marketing campaign, inaccurate data in a database of 100,000 clients might lead to as a lot as £360,000 in wasted name prices and administration.
“This analysis reveals that the phrase ‘time is cash’ has by no means been more true,” mentioned Charlotte Murray, managing director at Advertising and marketing Supply.
“Correct knowledge is the spine of efficient advertising and marketing communications, and our options exist to make life simpler for retailers to watch and cleanse buyer knowledge, after which keep it all through the possession journey, so that each touchpoint is as efficient and environment friendly as it may be.”
Inaccurate knowledge not solely wastes assets however may undermine important communications comparable to finance settlement reminders or service and MOT notifications.
“It’s customary observe to re-engage clients by issuing reminders concerning the finish of finance agreements or service and MOT appointments, and correct knowledge is essential to the success of those shopper communications. Contacting clients based mostly on outdated info erodes buyer confidence and impacts retention,” added Murray.
The report works alongside different instruments, integrating with dealership administration programs comparable to Keyloop, and verifies buyer data in opposition to knowledge from trusted companions together with Auto Information Options and Automobile Information International.
For retailers searching for a good deeper degree of perception a full buyer cleanse is offered.
