Think about it, how many existing customers are you no longer able to contact?
Consider this: dealerships invest a considerable sum, roughly $500, to acquire just one new customer. Yet, shockingly, the ability to upkeep the existing customer database is an ongoing obstacle: the struggle to maintain accurate data is real.
In the fast-paced world of automobile dealerships, staying ahead of the curve is paramount, especially when it comes to managing customer data. The backbone of their operations lies in their Dealer Management System (DMS), housing crucial information about their customers.
However, the data within the DMS swiftly grows outdated. With customers relocating, changing contact details, and human error creeping in during data entry, the accuracy of information dwindles rapidly.
While some companies advocate for the adoption of pricey Customer Data Platforms to address this issue, the reality is that dealerships can salvage the situation by prioritizing regular updates within their existing DMS.
Failure to keep customer data current not only compromises accuracy but also undermines the very foundation of a dealership’s business model. This negligence not only tarnishes customer relations but also jeopardizes sales opportunities, reduces operational efficiency, and creates OEM friction. In an industry where every lead counts, the importance of maintaining updated customer data cannot be overstated.
Solutions to enhance DMS capabilities and streamline data updates are available. It’s akin to fine-tuning an engine for optimal performance rather than seeking a costly replacement. By exploring and implementing these options, dealerships can breathe new life into their DMS, ensuring that it remains a reliable tool in their arsenal.
After all, in an industry where every lead counts, the ability to comprehensively update DMS data is not just an option – it’s a necessity for sustained success.