How Dirty is Your Data ? – New Evidence Should Concern You
Most dealers seem to be aware that their data could use a thorough cleaning, but fewer are brave enough to take a deep dive in to determine the extent of the problem and how it is impacting their business. In a recent survey of auto dealers across the US, an eye opening 87% of responding dealers indicated that their DMS was in need of cleaning, and 55% believe that at least a quarter of their customers are receiving inaccurate and potentially damaging information due to dirty DMS data. If the data in your DMS is dirty then your marketing efforts are being sullied as well, and potential customers are being turned off and even angered by the inundation of inaccurate and irrelevant information.
Of the respondents surveyed:
– 35% have duplicated customer info
– 34% have unconfirmed customer information
– 48% have outdated customer email address
– 46% have outdated customer vehicle information
“Over half of the dealers that responded are wasting their ad spend to varying
degrees. Inaccurate and unreliable customer data leads to a significant waste of
ad dollars, either from incorrect information or reaching out to customers with
irrelevant messages. Not only that, sending the wrong message at any time
leads to a negative customer experience. “
This survey was conducted by a 3 rd party service provider* as a marketing tool for educating dealers on their need for cleaner processes, but despite the motivation, the information derived serves as an important indicator of common holes in dealer’s sales and marketing processes that reduce customer satisfaction and retention, and seriously reduce the ROI of every marketing dollar spent.
The good news is that BDC United has a solution that will help increase your ROI while improving customer retention and satisfaction. Visit our website for a personalized demonstration of how BDC United can help you plot a cleaner path to
success.
* https://21154173.fs1.hubspotusercontent-na1.net/hubfs/21154173/5-Key-Challenges-Solved-With-CDPs-PureCars-Customer-Data-Survey.pdf