One challenge for automotive dealerships is how to engage with customers more profitably.\u00a0 Dealers collect a great deal of data about customers, but this is often held in disparate databases and can be too unwieldy to use effectively.\u00a0 Data consolidation and analysis provides a solution by providing increased visibility and greater accuracy of customer information.\u00a0 By understanding the data in more detail, a dealership can carry out sales and marketing activity far more profitably.<\/p>\n
Predictive marketing data gives dealers a clear view of which customers to contact at a given time, along with what the marketing message should be.\u00a0 Workshop records, vehicle data and customer details can all indicate which customers are due for a service or MOT.\u00a0 This helps to retain customers and entice back lapsed customers with attentive service.<\/p>\n
Customer data can be extracted from workshop systems and vehicle sales invoices held in the Dealer Management System (DMS).\u00a0\u00a0 Once the data is cleansed, checked and categorised, the relevant customers can be asked to take part in satisfaction surveys.\u00a0 Data categorisation means that surveys can be segmented according to whether the respondent is a private or corporate customer, a new or used car purchaser or by type of job (MOT vs repairs vs servicing).\u00a0\u00a0 The results can be used to create a Customer Satisfaction Index, enabling a dealership to monitor performance and set KPIs for every department.<\/p>\n
Consolidated dealership data can be used to monitor stock levels, ensuring that the servicing departments have the right stock in place to meet future demand, without tying up cash in over-stocking.\u00a0 Our systems can predict sales and automatically recommend which parts should be reordered.<\/p>\n
So how can these benefits be achieved?\u00a0 Our automotive consultants use DataHub<\/a>, our managed service, to collate all of a dealership\u2019s data.\u00a0 Key to the service is data consolidation, a process during which we extract data in different formats from multiple systems.\u00a0 Our software also checks data quality, identifying data that is missing or incorrect because it was not recorded correctly at the time of the customer visit.<\/p>\n DataHub automatically collects data from the DMS each day and stores it in our secure data warehouse.\u00a0 The data is then used to create regular reports which are tailored to a dealership\u2019s individual requirements.<\/p>\n <\/p> Further reading<\/h3>\n\n
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