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Car dealers accurately record just 63% of aftersales customer data

Jeremy Evans, managing director at Marketing Delivery

Car retailers are missing out on the chance to “turbocharge” their aftersales operations due to poor customer data, according to Marketing Delivery.

The automotive marketing specialist found that dealers have full and accurate data for just 63% of aftersales customers, on average, when conducted an audit of over 56,000 customer aftersales records held by UK franchised dealers in January 2020.

The report comes nine months after its previous research revealed that franchised dealers hold inaccurate or incomplete records for 30% of their customers.

Marketing Delivery found that 86% of records included a suggested date for the vehicle’s next scheduled service, while an MOT due date was noted in 90% of vehicles over three-years-old.

Meanwhile, 79% of dealers’ aftersales customer records included an email address, while 89% included a mobile phone number.

However, the less than perfect scores prompted Marketing Deliver to suggest that the average franchised car retailer stands to increase aftersales revenue and customer retention by making small changes to a basic administrative process.

Jeremy Evans, managing director of Marketing Delivery, said: “While the best-in-class workshops in January held full and accurate data for 90% of customers and their vehicles, this was as low as 40% for the worst performers.

“It’s hard to overemphasise the importance of up-to-date, accurate records, and capturing this information can turbocharge a dealer’s ability to prospect for aftersales work.”

Prior research from Marketing Delivery suggests 60% of motorists are more likely to book a service or MOT with a workshop that reminds them about required maintenance at a suitable time, with email highlighted as the preferred contact method by 48.3% of customers (compared to just 19.7% of customers who prefer telephone contact).

“Full and accurate customer records are the key to ensuring workshop bays remain occupied,” said Evans.

“Modern eCRM tools can automatically remind customers when their vehicle’s next service or MOT is due, and we work with our workshop customers to address any weaknesses in data collection.”

Last year, Marketing Delivery launched SocialStock, a new tool for dealers to better manage their social media activity and generate new leads online.

The platform integrates a number of social media management and reporting tools, all developed specifically for motor retailers.

Alan Day Group committed to a long-term deal to use SocialStock after being involved of the pilot of the new platform.

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