Aftersales departments need an automated approach when capturing and managing data to ensure they are compliant under new EU data regulations.
Iain Nickalls, director of eDyamix, which provides systems to help dealers run their operations, will be hosting an aftersales best practice session at Automotive Management Live on November 9 at Birmingham NEC.
Nickalls said: “A profitable aftersales department is one which is customer-friendly and people-focused.
“Communications should be compelling, relevant and adhere to the new GDPR regulations coming into force next year.
“We expect AM’s insight theatre exploring the data regulations will be high on the agenda for many delegates and we want to be able to help visitors to our stand to get to grips with the how.
“For us, the best way to achieve compliance is to run automated systems which also provide a full audit trail should evidence ever need to be provided to the regulator.
“An automated system also provides a dealership or group with consistency when it comes to obtaining consent, ensuring customers who have not provided the necessary consent are not wrongly sent communications (particularly as an infringement could lead to a fine of up to 4% of turnover) and if consent is withdrawn reliable procedures are in place to fulfil that request.
“Some customers may also want to consent to receiving some information, such as MOT or service reminders, but not want to receive marketing material about new cars.
"Realistically, dealers can only be confident that such requests, which sound simple but can be difficult to manage on a large scale, can be undertaken using an automated system.
“Data management processes will need to be stricter so putting measures in place such as not contacting a customer about a vehicle they no longer own, need to be considered.
"For example, being able to check data against current DVLA information will help dealers to ensure they are targeting the right people about the right car and detach the customer record from the vehicle when required.
Exploring how the customer experience will continue to determine success in aftersales, the eDynamix masterclass, which will be hosted by Nick Horton (pictured), managing director of the Profit Box, the company’s training partner, will advocate a customer centric and self-service approach whilst touching on how GDPR affects customer communications.
Automotive Management Live 2017 - free for dealers and manufacturers
The one-day event brings a host of suppliers under one roof in one day as well as providing expert analysis on new data rules, used cars and F&I in its insight theatres and best practice seminars delivered by some of the sector’s leading suppliers.
Free to attend for dealers and manufacturers with pre-event online registration.