DID YOU KNOW?

• In 2022, Auto Industry studies showed an average of 44% of customer and vehicle data in a dealer’s DMS was outdated or incorrect. 

• In a new study In 2024, Customer Data 1 reports that number has actually grown to 50% 

                  or more.

• Experts warn that poor customer data can cause compliance issues for dealers and
  can impact both sales and service departments.

• Dealers are urged to check their database and begin the data cleaning process now.

• Data is the lifeblood of a dealership. It is essential that all records are up to date and accurate.

• Customer and vehicle data records can change by the second, and quality of data decreases
  daily due to customers moving, trading vehicles, marriage, death, etc. 

• Over half of  email addresses are incorrect or missing altogether, and 40-50% of
  VINS are bad. Customers no longer own vehicles the DMS shows they do.

• All marketing should be paused until the bad data issue is dealt with and a continuous, consistent updating process is put in place.