New data cleanse tool tackles costly inaccuracies in customer records

Dealerships can now conduct a real-time audit of their customer database thanks to a new data cleanse report developed by 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.

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.”

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 Contacting customers based on outdated information erodes customer confidence and impacts retention,” added Murray.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 report works alongside other tools, integrating with dealership management systems such as Keyloop, and verifies customer records against data from trusted partners including Auto Data Solutions and Vehicle Data Global.

For retailers seeking an even deeper level of insight a full customer cleanse is available.