Every dealership wants faster lead response times, higher marketing ROI, and customer experiences that build lifelong loyalty. But behind the scenes, many stores are fighting an uphill battle against dirty, fragmented data.
Curator, our Unified Intelligence Engine, took center stage at
Amplify, the annual Reynolds Retail Summit, to tackle this challenge, with both a keynote session and a workshop session dedicated to showing how it improves dealership operations.
Here’s what poor data hygiene is costing your store, and how cleaning and unifying your data creates a foundation that maximizes your dealership’s potential.
The Cost of Dirty Data
Consider a scenario shared during the summit’s keynote presentation.
A customer, Edward Smith, receives an email campaign and spends his evening browsing your online inventory. He calculates a few different payment options, and even starts to build his deal online. He’s just handed your dealership every ready-to-buy signal you could ask for.
The next morning, Edward walks into your store, ready to buy. But when a salesperson pulls up his file, they see three different versions of Edward.
-
The DMS knows he bought a car six years ago.
-
The CRM shows an automated email sent six weeks ago.
-
The CDP shows website activity from last night.
When your systems don’t talk to each other, there’s no consistency and Edward is forced to restart, reenter, and repeat himself. This hurts the customer experience while, at the same time, slowing down your sales team and hurting your bottom line. Two important metrics mentioned during the workshop session that every dealership should be aware of:
-
27% of salespeople’s time is wasted chasing down inaccurate, missing, or duplicate records.
-
15% - 25% of potential revenue is lost to operational inefficiency and missed opportunities that stem from poor data hygiene.
The Single Source of Truth
The easiest way to eliminate friction with your data is to connect the places where your customer story already lives. That’s where Curator comes in, acting as the central engine of your dealership and bringing in every data source. All of your siloed data is injected into a single place, the Unified Customer Profile (UCP).
“One customer. One source of truth. Every touchpoint,” Greg Uland, Vice President of Marketing at Reynolds and Reynolds
Curator puts your data to work through four key steps:
-
Unify - build a more complete view of each customer from connected systems and engagement data.
-
Enrich - dedupes records to clean up every profile and connect identities, households, and vehicles.
-
Activate - builds real-time, behavior-based target audiences for both sales and service, while also generating summaries and scripts to improve outreach.
-
Measure - connect activity to outcomes so teams can understand what works.
Data in Action
Clean data is only valuable if your team can actually use it. When Curator is paired with FOCUS CRM, your clean data is easily accessible within the daily workflow your team is already familiar with.
Your salespeople have the context when Edward walks in, knowing which vehicle he was looking at, and where he wants his payments to be. He’s greeted right where he left off, letting the salesperson focus on the relationship. Curator connects the dots for your salespeople, but for the customer, it creates a seamless experience. They see the dealership online and in-store as one experience, the way it should be.
No need to repeat themselves. Their questions are answered quicker. And all resulting communication is relevant and personalized.
Ready to Unlock Your Dealership’s Potential?
Clean data is the foundation for faster deal execution, higher conversion rates, and better customer retention.
Curious how your store’s data would benefit from a Unified Intelligence Engine like Curator? Reach out to our team
here to get a hands-on demo of Curator + FOCUS built into your existing workflows.