If you\u2019re running a car dealership, contact with your customers shouldn\u2019t end when they drive off the forecourt in their shiny new motor.\u00a0 It should be the start of a long and profitable relationship.<\/p>\n
The problem is that the longevity and profitability of that relationship depends on the data you hold about those customers.\u00a0 You can\u2019t contact them with exciting offers and updates on new models if you don\u2019t have their contact details, service history, and a good idea of the kind of vehicle they drive.\u00a0 That critical data needs to be accessible to keep the customer coming back to you.\u00a0 This is particularly pertinent given that there is often more profit to be made from aftermarket sales than there is from the initial sale of the car.<\/p>\n
Typically, automotive customer data is stored in disparate dealer management systems that are often not connected, are in different locations, and require different methods to extract the data.\u00a0 That\u2019s where efficient, ongoing data consolidation and analysis can help customer retention.<\/p>\n
Collating data from multiple systems, as we do using our DataHub software<\/a>, can boost sales and profitability.\u00a0 It also helps save time by automating tasks which are currently performed manually.\u00a0 Here are just a few ways in which consolidated data can boost an automotive business.<\/p>\n Centralised data can be used for a myriad of tasks focused internally on the business.\u00a0 These include:<\/p>\n Get the most from your existing customers with an active stream of relevant, timely communication.\u00a0 After integration, data can be analysed for:<\/p>\n This enables you to plan marketing campaigns.\u00a0 In particular, detailed customer data can be segmented according to customer type, vehicle type or the service originally provided.\u00a0 This helps create a more targeted campaign and also can be used to monitor specific KPIs for the sales team.<\/p>\n Integrated records for the customer, vehicle and workshop can be used to efficiently identify which customers are due for a service or MOT.\u00a0 The data should include bookings data, to exclude customers who already have their next appointment scheduled.<\/p>\n Our clients often use our data quality service to optimise their data.\u00a0 Marketing data can inevitably be incorrect because elements are missing or recorded incorrectly at the time of the customer visit.\u00a0 Accurate details help ensure that activities such as reminders when the next service or MOT is due are issued at the right time.\u00a0 You can save money by having the correct customer contact information and data ready to use for mailings.<\/p>\n Data that has been integrated in this way becomes a valuable and practical asset.\u00a0 It promotes the business and keeps every customer in your dealership, optimising the profit that can be made from each one.\u00a0 Click here to read a case study<\/a> on how we integrate data for Honda.<\/p>\n <\/p> Business analysis<\/h4>\n
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Customer retention<\/h4>\n
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Data quality improvements<\/h4>\n
Further reading<\/h3>\n\n
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