Research by CRM agency, Marketing Delivery, has shown that 34% of sales and service records held by franchised car dealerships lack accurate details relating to the customer and their vehicle.
The tech firm analysed 200,000 customer records held by franchised car dealerships and found email address is the detail most frequently absent in 18% of all cases, mobile number not included in 13% of records, and 8% of records missing an accurate service due date.Even the best-performing dealership had email addresses missing in 8% of its records. The best dealership also had 7% of records without a mobile number.
Jeremy Evans, Managing Director at Marketing Delivery, confirmed “Without crucial contact details, dealerships are inevitably limited in their ability to interact with customers and prospects. With the new car market starting to lose momentum, dealers can’t let potential leads slip between the cracks. Comprehensive customer data underpins agile and responsive marketing, engaging with customers in the most effective ways at optimal points in the buying and ownership cycles.”
“A lot of attention is rightly paid to levels of response from dealer marketing campaigns, but if you don’t have accurate records you aren’t even getting out of the starting blocks. With increasingly intense competition from independents and fast-fits, dealers can’t afford to squander opportunities.”
When compared to Q2 2016, when 39% of records had absent or inaccurate details, Q2 2017's 34% incomplete records marked a small improvement.