Third of aftersales records lack crucial customer data

Dealers are missing key data out on a third of their customer aftersales records, according to new research by Marketing Delivery.

Analysing data relating to over 50,000 vehicle visits to franchised dealer workshops across the UK during December 2016, Marketing Delivery found that 32% of the customer records lacked at least one key element necessary for securing future aftersales business.

The company said typical missing data included email addresses, mobile numbers, due dates for next service and MOT expiry dates.

“There’s room for improvement at all dealer groups when it comes to aftersales data quality. Even among the very best customer databases, our research suggests that 20% of records are lacking some pertinent aftersales data,” said Jeremy Evans, managing director of Marketing Delivery.

According to the research the data field most likely to be missing is a customer’s email address, absent in 17% of all the records evaluated. In the best performing dealer groups, this figure dropped to 9% of records, but the proportion was as high as 33% for the worst performer.

With service data the best performers only failed to capture 1% for their records,  in the worst case it was 28%.