- 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.
Towards the end of 2014 we began working with the Sandown Group to introduce our sales and service CRM programmes in their 6 Mercedes-Benz locations in Southern England. Setting up data feeds initially with their DMS (ADP/CDK) for aftersales, and then later with their new showroom system Dealerweb, we began identifying key customer touch-points and sending messages accordingly.