Current analysis has revealed that the common retailer has £59,145 of aftersales alternative in danger as a consequence of poor information well being.
The evaluation by MGS, of greater than 700,000 vendor administration methods throughout 555 franchise websites, measured the completeness, accuracy, and conversion potential of each DMS document.
The corporate stated the findings displayed a “worrying image”. 24% of DMS data had a big error (together with incorrect service due dates and lacking contact particulars) that might stop well timed buyer contact and negatively affect retention.
Andy Donaldson, gross sales director at MGS, stated: “Poor information well being means retailers are lacking a golden alternative to attach with prospects and encourage them to go to for service and MOT.
“Alongside this missed potential, the common retailer wastes £8,000 yearly attempting to contact prospects who’ve offered the automobile or are not possible to return for service
“As a part of the Well being Test, we additionally utilized superior lead scoring to point out conversion potential. Amazingly, 28% of buyer data within the DMS had lower than a 7% likelihood of changing.
“With useful resource pressures proper throughout the business, this opens a useful dialog on the significance of prioritising prospect follow-up.”
The analysis additionally confirmed that 17% of consumers within the common DMS not owned the linked automobile while 27% of MOT due dates have been out by 14 days or extra.
Tight budgets imply a seemingly improve within the variety of automobiles being pushed with out present MOT certificates, in response to Halfords.
The Division for Transport (DfT) has a session underway at the moment on proposals to vary the UK’s MOT necessities, which have remained the identical for 50 years.
The corporate stated the £59,145 was calculated by making use of the common retention price by the retailer to offer an correct determine for alternative in danger.