UK car industry struggles with data

Car manufacturers in the UK fear they are losing business because they are unable to create effective customer profiles.

A survey released yesterday by Cap Gemini reveals that 42 per cent of leading car manufacturers, dealers and importers have primitive customer management databases. Those surveyed recognised that good sales and marketing programs require information on customer interests, age, marital status and service history - but said that their databases do not support these fields.

Other complaints were that information in the databases was either inaccurate or inaccessible.

Cap Gemini found that the priority for almost half of the 45 companies questioned was to retain customers. Only 26 per cent cited winning new customers as their main goal. But a common complaint was that database deficiencies make it hard to build and retain long term relationships with customers.

Many car manufacturers plan to improve their customer information by developing better links with dealers, but Bob Scott, director of customer management relationships at Cap Gemini, said they would be better off developing direct relationships with consumers.

He said manufacturers must get ownership of the customer - if necessary, via the Internet - and then launch personalised offers based on consumer lifestyles.