GDPR has made some dealers ‘overly conservative’ on reminders

The introduction of new GDPR regulations in May has made some dealers “overly conservative” about their communications with customers.

That’s the view of Marketing Delivery managing director Jeremy Evans who carried out research which found that  60% of motorists are more likely to book their MOT or service with a dealer that offers timely reminders of due dates.

Almost one in five motorists (18.1%) admits to having forgotten to renew their car’s MOT in the past.

Evans said: “Timely and proactive communication from dealers is still a highly valuable tool for aftersales teams in particular.

“The roll-out of GDPR has made some dealers overly conservative about their customer communications, but this survey shows that targeted and automated contact from dealers is of benefit to both customers and the business alike.”

The nationwide survey asked motorists whether they would be more likely to give aftersales business to a dealer that proactively reminds them of due dates. In total, 60.7% of motorists surveyed said they agreed with the statement, and 25% ‘strongly agreed’.

When it comes to issuing timely reminders, there are differences in when consumers prefer to be contacted by a dealer. The timescale most preferred is between three weeks and one month in advance of the due date, as identified by 54.4% of motorists. The next most preferred window for contact from a dealer is between one and two weeks before (29.3%), followed by between five and six weeks beforehand (11.4%).