Marketing Delivery has introduced a new Data Cleanse Report that enables motor retailers to perform a ‘live’ health check of their customer databases, identifying and correcting inaccurate details.
The tool, which is available at no additional cost to existing customers, complements the company’s suite of data management tools that can amend records and monitor consent capture rates.
A recent evaluation by Marketing Delivery examined customer databases across 500 UK motor retailers and found that, on average, 40% of records contained inaccuracies.
The company estimates that each outbound call costs retailers approximately £3.60, with customers typically being contacted 2.5 times per sales or aftersales campaign, totaling £9.00 per customer.
For a sample database of 100,000 records with 40% inaccurate data, this could result in wasted call costs and administration of £360,000.
Charlotte Murray, managing director at Marketing Delivery, said: “This research shows that the phrase ‘time is money’ has never been truer. Accurate data is the backbone of effective marketing communications, and our solutions exist to make life easier for retailers to monitor and cleanse customer data, and then maintain it throughout the ownership journey, so that every touchpoint is as effective and efficient as it can be.”
Murray added: “It is standard practice to re-engage customers by issuing reminders about the end of finance agreements or service and MOT appointments, and accurate data is crucial to the success of these client communications. Contacting customers based on outdated information erodes customer confidence and impacts retention.”
The Data Cleanse solution cross-checks retailer data against information held by partner agencies such as Auto Data Solutions and Vehicle Data Global, with any necessary amendments fed directly back into a Keyloop DMS via an authorised API.
The company also offers MOTBox, a tool that connects to the DVSA to automatically update vehicle records with correct MOT dates, enabling more accurate service reminders. A nationwide survey found that 68% of car owners would be more likely to book services or MOTs with retailers that proactively monitor and remind them of due dates.
Keith Jackman, head of marketing & CRM at Sandown, said: “We receive large amounts of customer data every day, so having easily accessible regular health checks is invaluable. Knowing we’re working with accurate, high-quality information allows us to confidently deliver an exceptional customer experience while also maximising the efficiencies across the business.
“Since engaging Marketing Delivery’s services to interrogate our data, we have noted a significant improvement in customer engagement across sales and aftersales, which is already having a positive impact on our bottom line.”
