1. Accurate
First and foremost, ensure your customer data is
accurate, starting with the information manually
collected and entered by your team.
Standardize how your team collects data and ensure
your managers are checking for accuracy when they're
performing routine checks on customers. This includes
capitalization, complete contact and interest notes,
and any other important data your dealership deems
necessary to collect regularly through various platforms.
Finally, look for opportunities to automate as much of
this data collection as possible to reduce the likelihood
of error.
4-Point Dealership
Data Quality Checklist
As dealers look to digital tools more than ever to connect with audiences across platforms, analyzing the
data used to fuel these omnichannel experiences is increasingly important.
The data in your dealership's CRM, DMS, sales platform and beyond is collected and leveraged across
platforms, informing your sales, marketing and service operations. While generally more data is better
than less, the quality of your customer data ultimately determines the success of your dealership's efforts
across departments.
Poor data quality
costs organizations
an average of $12.9
million each year.
Gartner, 2021
To ensure your customer data is optimizing your efforts – and not holding your team back – dealers need
to ensure their insights are:
56% of dealers permanently increased their use of digital tools
to combat business challenges brought on by the pandemic.
2021 Capital One Car Buying Outlook
