Trenton Motor Group
Published: May 2024
Find out how Marketing Delivery helped Trenton:
✔️ Identify 39% of Vehicle Records as Inaccurate
✔️ Maximise Outbound Marketing and Call Activity
✔️ Continue to Drive Conversion Rates & Revenue Opportunities
The Business
Trenton Motor Group represents the Nissan, Peugeot, KGM, Dodge, and RAM brands across five sites in Hull and Grimsby. Boasting 40 years of experience in the industry, Trenton prioritises exceptional customer service across all departments, with its core values dedicated to ensuring an enjoyable experience for all.
The Challenge
Trenton Motor Group has been working with Marketing Delivery for the last three years after recognising the need to improve its sales conversions and service retention levels. Marketing Delivery’s VoiceBox solutions for Sales and Aftersales were quickly implemented across all five sites.
However, it soon became clear that Trenton needed to invest in a data cleanse to maximise the software’s capabilities.
Andy Woodhall, operations director at Trenton Motor Group, comments…
“Early feedback from our Account Manager at Marketing Delivery suggested a significant number of the customers we were emailing with Aftersales reminders didn’t own the vehicles we had them recorded against. Therefore, we were contacting people about cars they no longer owned”.
The Solution
Keeping communications relevant is the key to keeping customers engaged. However, this is only possible with quality, accurate data. Marketing Delivery partners with Auto Data Solutions to offer clients a ‘soft search’ data audit to first identify the opportunity, followed by an in-depth cleanse, cross-referencing DMS data with trusted data sources, including the DVLA, Experian Automotive and the Police National Computer.
Woodhall goes on to say, “It made sense to bring our data up to date to maximise all outbound efforts. Accurate data ensures we avoid wasting customers’ and our own time.”
The Outcome
After processing 51,429 vehicle records, we highlighted a significant discrepancy in accuracy, with 39% of the data being identified as inaccurate. Further analysis revealed that the majority of the inaccuracies stemmed from changes in keeper (38%), with stolen (0.1%) and scrapped (0.9%) vehicles making up the remaining 1%.
Moving forward, to ensure data accuracy is maintained, Trenton will repeat the cleanse periodically. By implementing regular reviews, the group aims to rectify any existing inaccuracies and prevent future discrepancies from arising.
By proactively maintaining the quality of its data, Trenton will be able to maximise outbound marketing and call activity, reach the right customers at the right time, and continue to drive conversion rates and revenue opportunities.
Contact us today for a no-obligation ‘soft search’ data audit.
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