Your customer database is your dealership’s lifeline. However, without the right steps, it’s much less effective than it could be. We’re talking about data hygiene and customer segmentation, of course. However, you also need to implement data enhancement and enrich the customer data that you have so you can improve segmentation and marketing efforts. The following tips will help ensure you’re able to do that more easily.
MAKE SURE THE DATA IS MEANINGFUL
There is data and then there is data enhancement that offers value and traction to your dealership. Make sure that the information you’re asking for can actually help improve your marketing success. This could almost anything, from the number of teens and adults in a household to whether or not a customer has an interest in specific outdoor sports. The point is that not all information has the same value, and you need to think carefully about what you request from your customers.
MAKE IT SIMPLE TO PROVIDE DATA
In almost all cases, customer data is going to come from your customers themselves. Make sure that it’s simple for them to provide that information. You can use online and email surveys, opt-in forms, questionnaires, and the like, but ensure that they are easy to use, simple to complete, and aren’t too intrusive.
Your customers want a sense of control over their information. Give them at least some ability to limit what they share with you. One way to do this is to make all questions on a questionnaire or survey optional. You can also encourage them to share more by providing them with information about how their information is used and whether you share it with third parties.
USE FUNNEL AND CUSTOMER JOURNEY INFORMATION
Demographics and other personal information help you achieve success, but you also need to include information from the back end of the system. Where is the customer in their journey? What touchpoints have they completed? Are they still in the discovery phase, or have they moved on to comparisons? Perhaps they have made a purchase and they’re interested in another, or maybe they need service and maintenance for equipment?
ENHANCING CUSTOMER DATA
The information above should help simplify the process of customer data enhancement by providing you with access to important information to flesh out your records. However, make sure that all data imported into the system is clean and accurate.