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Unleashing Trapped Data: Turning Insights into Critical Advantage

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By Pontus Riska, VP of Sales, Keyloop 

In the dynamic world of automotive retail, where competition is fierce, staying ahead requires more than traditional sales and service methods. Today, it’s all about leveraging advanced technologies and innovative solutions to deliver exceptional customer experiences that drive satisfaction and loyalty.

Yet, questions remain - how can dealerships and OEMs truly stand out and thrive in the digital era? How do we bridge the gap between systems, tools and departments to create seamless and personalised interactions?  The answer lies in the untapped potential of consumer data.

Gaining a 360-degree view of the consumer

In our modern automotive landscape, data is generated at every customer touchpoint - from online enquiries and showroom visits to service appointments and vehicle purchases. However, this valuable data often remains trapped in fragmented silos across different databases and systems. This hinders businesses from gaining a complete understanding of their customers and making informed decisions.

According to Affinitiv, a research company specialising in the automotive industry, 72% of consumers respond exclusively to personalised messaging. This reinforces the importance of harnessing data to meet customer’s individual preferences and expectations.

To overcome these challenges, the automotive industry needs a new way of doing business - Experience-First. By collaborating effectively, OEMs and retailers can create a shared view of customer interactions from a unified data source. This “master record” allows for an evolving customer journey, facilitated by various integrations between systems. Understanding where the customers are in their car buying and owning journey is vital to target them specifically around their next best actions. By unlocking the full potential of consumer data, a comprehensive 360-degree view of a customer’s interactions with a dealership can be achieved. This, in turn, empowers businesses to anticipate customers’ preferences, behaviours, and needs, leading to a truly personalised service.

Moving towards an Experience-First approach

In today’s blended physical and digital age, customers expect a frictionless and seamless experience across all channels - whether they're browsing online, scheduling a test drive, or getting their vehicle serviced. At the core of this transformation lies the power of connected data, enabling us to craft personalised experiences tailored to each individual’s unique preferences.

For too long, auto retailers and OEMs have struggled with data silos and fragmented solutions that have made the customer journey unnecessarily complicated. However, with a fully integrated auto retail ecosystem, we can deliver exceptional experiences that delight at every touchpoint. Dealers and OEMs alike can deliver personalised offers, promotions and proactive service reminders that make customers feel valued and cared for. This will lead to increased brand loyalty and a positive impact on the bottom line.  

But that’s not all, embracing automation for the key processes means that routine tasks such as appointment scheduling, follow-ups, and documentation can be efficiently and seamlessly handled, saving valuable time and resources. This efficiency allows staff to focus on what matters most – delivering excellent, experience-led service that builds meaningful connections with customers.

In conclusion, by embracing the Experience-First approach and unleashing the potential of consumer data, the automotive industry can create a new era of customer-centricity, elevating customer experiences to unprecedented heights. It's time to take the leap and revolutionise the way we engage with customers, driving lasting success and growth for our businesses.

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