- More than 50,000 aftersales customer records evaluated
- Email address is the most common missing field
- Data deficiencies limit potential to generate and convert leads
- Findings show there is room for improvement across all dealer groups
Dealers are, on average, missing crucial information in almost one third of their customer aftersales records, according to new research by Marketing Delivery.
Analysing data relating to over 50,000 vehicle visits to franchised dealer workshops across the UK during December 2016, Marketing Delivery found that 32% of the customer records lacked at least one key element necessary for securing future aftersales business: an email address, mobile number, due date for next service, and MOT expiry date.
Marketing Delivery found that all four key items of information were present in only 68% of customer records. The variation in data capture between dealer groups is stark. The best performing dealer group had these four key details in place for 80% of its aftersales customers, while at the worst performing dealer group the proportion fell to just 53%.
The data field most likely to be missing is customer email address, absent in 17% of all the records evaluated. In the best performing dealer groups, this figure shrank to just 9% of records, but the proportion was as high as 33% for the worst performer. Regarding missing service dates, in the worst case it was 28%, and in the best it was only 1%.
Our analysis shows that there’s room for improvement at all dealer groups when it comes to aftersales data quality. Even among the very best customer databases, our research suggests that 20% of records are lacking some pertinent aftersales data.
Marketing Delivery works with dealer groups to improve the quality of their customer data, enhancing lead generation efforts and improving conversion rates. With support from Marketing Delivery, one such group has improved the quality of its customer data to such an extent that its email open rates now regularly exceed 60%, compared to a typical motor retail sector rate of only 20%. Improvement in the capture and maintenance of data relating to deferred aftersales work across the group has meant that service and MOT bookings for 2016 were up 26.8% compared to 2015, with a corresponding increase in the invoiced retail hours. Finally, the group also saw a noticeable beneficial effect for vehicle sales, with a 30% year-on-year increase in orders at a recent VIP sales event attributed to the better quantity and quality of customer data.
Marketing Delivery reviews key data quality indicators for its clients on daily, weekly or monthly basis, liaising with them about the best ways to improve data capture and quality. Records can often be updated using reliable industry databases, but there is also a vital role for a dealer group’s customer contact centre to play in securing customer information, which means that training and continual performance monitoring are crucial.