New BrainBox report allows retailers to conduct health check of customer data quality

Published: May 2025

We have built a new Data Cleanse Report that retailers can use to conduct a ‘live’ health check of their full customer database, identifying and amending any records with inaccurate details. The new report is available to all existing clients for no charge.

The Data Cleanse Report complements our suite of BrainBox data management tools that can amend and augment records, as well as monitor consent capture rates and missing information.

The cost implications of inaccurate data

In April, we evaluated the accuracy of customer databases held by 500 UK motor retailers and found that, on average, 40% of records were inaccurate.

We estimate the overhead costs for each outbound call averages £3.60, and that customers and prospects are approached approximately 2.5 times per sales or aftersales campaign, equating to £9.00 in total. A sample database of 100,000 records where 40% are compromised could, therefore, result in £360,000 of wasted call costs and administration for retailers.

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.

Not only is it costly, but inaccurate data can also prevent retailers from taking essential steps to maximise engagement and retention at key stages during the vehicle ownership cycle. 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 Contacting customers based on outdated information erodes customer confidence and impacts retention.

Our Data Cleanse solution goes beyond surface-level analysis by cross-checking the retailer’s data against that held by partner agencies, including Auto Data Solutions and Vehicle Data Global. Any necessary amendments can be fed directly back into a Keyloop DMS via our authorised application programme interface.

MOTBox is an additional available tool that enhances a retailer’s data accuracy by connecting to the DVSA. This connection automatically updates all vehicle records with correct MOT dates, enabling retailers to issue more accurate and timely reminders, improving customer loyalty. Two-thirds (68%) of car owners polled in a nationwide survey commissioned by us said they would be more likely to book their vehicle in for a service or MOT with a retailer that monitors the date on which it is due and makes the effort to contact them in advance. These proactive communications help to drive aftersales retention.

For a complete assessment of data accuracy, we can also perform a full Customer Cleanse. This goes beyond mobile numbers, marketing consent and vehicle data, extending to postal addresses and email validation, checking whether customers are still reachable and facilitating more accurate targeting. With the most up-to-date customer records, retailers reduce the likelihood of wasted marketing efforts and gain a more reliable picture of campaign effectiveness and ROI.

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