Dealers can overhaul their customer database getting rid of inaccurate records using a new tool.
Marketing Delivery has built a new Data Cleanse Report that retailers can use to conduct a ‘live’ health check of their full customer database, identifying and amending any records with inaccurate details.
The new report is available to all existing Marketing Delivery customers for no charge.
The Data Cleanse Report complements Marketing Delivery’s suite of data management tools that can amend and augment records, as well as monitor consent capture rates and missing information.
In April, Marketing Delivery evaluated the accuracy of customer databases held by 500 UK motor retailers and found that, on average, 40% of records were inaccurate.
The company estimates the overhead costs for each outbound call averages £3.60, and that customers and prospects are approached approximately 2.5 times per sales or aftersales campaign, equating to £9.00 in total.
A sample database of 100,000 records where 40% are compromised could, therefore, result in £360,000 of wasted call costs and administration for retailers.
Charlotte Murray, managing director at Marketing Delivery, added: “This research shows that the phrase ‘time is money’ has never been truer.
“Accurate data is the backbone of effective marketing communications, and our solutions exist to make life easier for retailers to monitor and cleanse customer data, and then maintain it throughout the ownership journey, so that every touchpoint is as effective and efficient as it can be.”