Rossetts saves over seven months’ work by investing in automated data cleanse

Published: September 2023

Our latest analysis of customer records held by automotive retailers across the UK indicates that, on average, 27.7% of ‘keeper details’ are inaccurate, with vehicles having either changed ownership (26.3%), been scrapped (1%) or stolen (0.4%).

One retailer client that has seen the benefit of addressing this data challenge is Rossetts Commercials, a Mercedes-Benz commercial vehicle dealer operating in Surrey and Sussex.

We’ve been working with Rossetts to evaluate their customer database, a process that established approximately 30% of records – relating to over 21,000 vehicles – needed to be updated.

Manually processing this volume of records would have taken one member of the Rossetts team around 1,050 hours, approximately seven months of work. When factoring in staff holidays and training, we estimated the task could have taken up to a year to complete.

Our software automated the entire process, checking Rossetts’ customer records against the DVLA database and other data sources to amend relevant details. Furthermore, as we have joined the Keyloop Partner Programme, we could feed any amendments directly back into Rossetts’ dealer management system (DMS).

We have since developed software that facilitates ongoing monitoring of the status of vehicles currently assigned to customers, ‘detaching’ records when needed.

“Over the years, we have accumulated a huge volume of aftersales customer data, and it was becoming clear that a lack of accuracy was impacting our overall retention rates and hindering our outbound booking efforts. We were concerned the cleanse would interfere with our DMS, take a long time, and that we would be responsible for updating our records manually internally, but Marketing Delivery made the process effortless.

 The team updated the data in our DMS while keeping in touch with us during each stage of the cleanse. We will not hesitate to use Marketing Delivery for our customer data cleansing in the future”.

Richard Wheeler, Group Dealer Principal, Rossetts Commercials

“Keeping customer records up to date manually isn’t easy for retailers, especially as it’s rare for customers to inform them if the car is sold, scrapped or stolen. Accurate data ensures retailers reach the right customers at the right time with relevant information, maximising engagement and retention”.

Jeremy Evans, Chief Executive, Marketing Delivery

For more information on our automated data cleanse solution or to request a free, no-obligation audit contact us today.

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