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Mazda launches customer database tool for UK dealers

Mazda has launched its new Vantage Point database system which lets its 167 UK dealers to contact customers by text and email.

The software also gives the database a health check to make sure, for example, mobile phone numbers start with 07 and email addresses are properly configured.

The ability to filter data for any query from colour to date first registered will, among many other possibilities, allow dealers to create campaigns for MoT reminders by searching for cars approaching three-years old or those coming up for MoT renewals.

David Wilson-Green, Mazda Motors UK aftersales director, said: “It unlocks personalised offers to customers, helps dealers keep business within the network and can be tailored to suit regional variations in car use and wear and tear which could influence how often a car needs to be seen.

“Every manufacturer runs a winter campaign but with Mazda Vantage Point, dealers in an area where, for example, snow is forecast in the next few days could very quickly generate emails and SMS messages inviting customers in to have winter tyres fitted or a winter check.”

Dealers can choose to communicate with customers by region to make sure their contact is relevant.

Mazda believes this local, rather than national approach will help Mazda dealers target specific and relevant offers at the right time to keep customers in the network.

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