As a dealership leader, you’re likely well aware of the vast amount of data generated by your business—from customer profiles and interactions to transaction histories. In fact, the average dealership has customer data (including PII, activity logs, actions, engagement, and transactional data) spread across 20+ different software systems. Depending on the dealership’s size and internal processes, this number can easily exceed 25 platforms, especially if they’ve built their own data lake.
At first glance, this overwhelming volume of disconnected data can seem daunting. However, integrating the right systems into a Customer Data Platform (CDP) can streamline operations, boost sales, and drive efficiency across all areas of your dealership, and this topic will be in heavy rotation at this year's NADA Conference.
Let’s break down the key data sources to consider as you plan your CDP integration.
A well-designed CDP integrates data from various systems to create a unified customer profile. Below are just a few examples of the many software platforms you may want to consider connecting to your CDP:
Each of these systems generates valuable customer touchpoint data. When integrated into your CDP, this data can help you build a more accurate understanding of your customers’ preferences, behaviors, and needs. This enables you to create personalized marketing, optimize sales strategies, and deliver targeted service offers that keep customers engaged and coming back.
However, it’s important to note that not all data sources will be necessary for every use case. Let’s explore a real-world example of how integrating key data sources can have a major impact on your bottom line.
Let’s say a visitor to your website begins to schedule a service appointment but abandons the process before completing the booking. A well-configured CDP can "know" if the visitor is an existing customer when they begin the booking process. If the booking is abandoned, your system can check if there was any follow-up action, such as a phone call to the dealership.
If no appointment is logged in your DMS and no phone call is recorded in your phone system, the CDP can trigger an automated action, like an outbound SMS or phone call task assignment via your CRM, to offer assistance and help the customer complete their service appointment. This can recapture lost revenue and reduce the chances of service customer defection.
For large dealer groups, a single abandoned service scheduler use case can generate millions of dollars in additional service revenue. This case alone requires integration with the website, service scheduler, CRM, DMS, phone system, and call center partners.
If you want to start seeing the benefits of a CDP quickly, focus on high-impact use cases that have a clear financial benefit. For example, service appointment recovery, targeted upsell opportunities, and personalized marketing campaigns are great areas to target in the beginning. And remember—start with clean, accurate data. There’s no point in importing incomplete or outdated records into your CDP. Perform a global data hygiene project first to ensure your customer data is accurate and up-to-date.
If you’re attending the NADA Conference in New Orleans, take the opportunity to explore the latest innovations in CDP platforms. There will be plenty of announcements and discussions around new tools designed to streamline your dealership’s operations. If you’re looking for guidance on how to successfully plan and implement your own CDP, don’t hesitate to reach out to us—we’re here to help.
As the automotive industry’s digital landscape continues to evolve, having the right data in place will be a game-changer for your dealership’s success. A well-integrated CDP can empower your team, improve the customer experience, and drive your bottom line.
At Edifice, we pride ourselves on our custom Managed CDP - Elevation. We use this on every campaign to ensure we utilize all data sources with pre-built marketing automation to drive service and sales revenue at a guaranteed 4x ROI.
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