Dealerships can now conduct a real-time audit of their customer database thanks to a new Data Cleanse Report developed by automotive marketing specialists Marketing Delivery.
The new tool, offered free to existing clients, allows motor retailers to identify and correct inaccurate customer data, helping to reduce wasted marketing spend and improve customer engagement.
The launch follows a recent analysis by Marketing Delivery which found that, on average, 40% of customer records held by 500 UK motor retailers contain inaccuracies, impacting campaign costs and effectiveness.
Marketing Delivery estimates that each outbound call costs retailers around £3.60. With customers typically contacted 2.5 times per campaign, inaccurate records in a database of 100,000 customers could result in as much as £360,000 in wasted call costs and administration.
“This research shows that the phrase ‘time is money’ has never been truer,” said Charlotte Murray, managing director at Marketing Delivery.
“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.”
Inaccurate data not only wastes resources but can also undermine critical communications such as finance agreement reminders or service and MOT notifications.
“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 Contacting customers based on outdated information erodes customer confidence and impacts retention,” added Murray.
The Data Cleanse Report works alongside other Marketing Delivery tools, integrating with dealership management systems such as Keyloop. It verifies customer records against data from trusted partners including Auto Data Solutions and Vehicle Data Global.
The firm’s MOTBox product further boosts accuracy by connecting directly with the DVSA to update MOT due dates in real time. According to a Marketing Delivery survey, 68% of car owners said they would be more likely to book a service or MOT with a retailer that proactively monitors and reminds them of due dates.
For retailers seeking an even deeper level of insight, Marketing Delivery also offers a full Customer Cleanse, which includes validation of postal addresses, email addresses, mobile numbers, and consent status.
Keith Jackman, head of marketing and CRM at Sandown, praised the value of regular data audits: “We receive large amounts of customer data every day, so having easily accessible regular health checks is invaluable.
“Knowing we’re working with accurate, high-quality information allows us to confidently deliver an exceptional customer experience while also maximising the efficiencies across the business.”