A supplier's analysis has concluded that up to 45% of franchised dealers’ MOT data is incorrect, meaning nearly half of their customers are being sent MOT reminders at the wrong time.
Qube provides business reporting and consultancy to vehicle manufacturers and in turn to their dealers. The findings are based on Qube’s own analysis of dealers’ data versus the correct next MOT dates from the DVLA.
Director Seamus O’Donnell said: “The level of inaccuracy found means many dealers are sending customers MOT reminders too late, too far in the future or simply no reminder is sent at all.
"These inaccuracies, which can be corrected with the right tools, lead to lost revenue and jeopardise customer loyalty, in addition to wasted costs from producing and sending MOT reminder marketing.“
“Customer retention is essential for vehicle manufacturers and their dealers, and something as simple as a customer taking their MOT elsewhere can cost more than the lost MOT income; it can also represent a lost opportunity to discuss servicing, warranty renewals or service plans, not to mention genuine parts’ sales from any repairs needed following the MOT.
“Also, receiving an MOT reminder at the wrong time can be highly irritating for some people and undermine their confidence in the dealership, so it is important to get it right,” explains Seamus.
Qube displayed its new service, Vehicle Retention Summary (VRS), for the first time at the Automotive Management Live on November 8. It's a system which provides a summary of each vehicle’s status across key areas, including service plan, extended warranty and MOT renewals.
“VRS is all about ensuring that customers stay connected to the dealer network,” said O’Donnell.