Up to a third of Aftersales Customer Records lack crucial data, reports Marketing Delivery

  • 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.

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Case Study – Sandown Mercedes Benz

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.

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The next BIG THING? The same old thing!

We get asked a lot by clients “what’s the next BIG thing?”.

Where to start?!

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Why the Winter Health Check?

We were recently asked by a client to check for the number of vehicles due for a service in November, as the bookings seemed low. We took a look and, yes, the number of potential bookings – customers with vehicles due a service – did seem light.

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What does the “Connected Customer” want?

The 21st century car dealership customer is a complicated being. Growing up in the 20th century and experiencing the emergence of “new” technology, today’s customer is an intriguing blend of old values and new tech.

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