Motorists should expect a positive return from sharing of their personal data with retailers and manufacturers, Keyloop senior product marketing manager Charlotte Morgan has said.
In this fascinating episode of the AM News Show podcast Morgan discussed how accurate, in-depth personal data can mean that organisations know their target audience better than they know themselves.
But as retailers and OEMs try to take their digital customer relations to the next level, she remains unsure that an online retail model is the way forward for many.
“I don’t think we’re ever going to have a full online journey for all customers,” Morgan told AM.
“I can see it for a subscription model, I can see it if you’re buying fleet vehicle, I can see it if you’re replacing your existing vehicle with the same model… But I don’t do that.”
Morgan speaks candidly about her “love” of data and how the car retail sector can leverage their own processes and systems to make the most of it in an AM News Show episode which follows on from recent interviews with Mazda UK sales director Peter Allibon and an apprentice insight interview with JCT600’s Nicola Tordoff-Sohn, Aston Martin Leeds apprentice Sophie Bailey and Mercedes-Benz Sheffield apprentice Ben Collinson.
While she touches on applications in other sectors, Morgan said that automotive needs to ensure that its customer data is understood and leveraged in the right way.
The main aim is to know your customer better she stated, revealing: “If you offered me a discount on a service, I’d probably take it. If you started reaching out to me for an upgrade on my car, I love my car, you’ve got the wrong person there, whereas Joe Bloggs next door might be very happy with his PCP but if you offered him an upgrade, he might well take you hand off.
“It’s about knowing those consumers well enough to be able to make the right offer at the right time for them.”
She added that retailers should have an awareness of “how much date can we collect upfront and what (customers) are getting in return for that.”
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