Car Traders Cautious of Sending Reminders to Customers in the UK: Marketing Delivery

July 18, 2018


UK-based eCRM group Marketing Delivery have disclosed that, after some research conducted by the business, some traders have been seen to be “excessively traditional” concerning their interactions with customers since the European Union General Data Protection Regulation became effective on May 25, 2018.

Managing director Jeremy Evans made to remark as he disclosed that the research showed that 60% of drivers are more likely to book their MOT or facility with a trader that offers timely notices of due dates. Nearly one in five motorists (18.1%) claimed to have overlooked to renew their car’s MOT due date.

Mr. Evans said: “Well-timed and pre-emptive communication from traders is still a very valuable tool for aftersales teams particularly.

“The roll-out of GDPR has made some traders excessively traditional regarding their client interactions, however, this survey indicates that targeted and automatic contact from traders is of advantage to both clients and the company equally.”

The survey was conducted throughout the UK and questioned drivers whether they would be more likely to give aftersales business to a trader that dispatched them reminders to remind them of due dates for different checks, etc. Generally, 60.7% of drivers questioned confessed that they agreed with the statement, and 25% ‘strongly agreed’.

There are obvious differences in how users like to be communicated by a trader when it comes to delivering reminders. Most of those surveyed said that they desired being contacted between three weeks and one month in advance of the due date, as identified by 54.4% of drivers.  After this, the most favored window for interaction to be made between one and two weeks before (29.3%), followed by between five and six weeks earlier (11.4%).

It was disclosed in a survey by Paragon Bank of 40 United Kingdom motor finance traders earlier in 2017 that 97% had a plan in place to make sure their company was conforming with the General Data Protection Regulations (GDPR).