Ralph Honda Reduced Duplicate Records with Enhanced Customer Data

Image of man using Enhanced Customer Data on a computer with the logo for Ralph Honda overlayed on top of the image

“After implementation, we went from 30 percent duplicate customer records to one percent.”

Location
Ralph Honda, NY
Contact
Les Eccleston, Director of Marketing and IT

Enhanced Customer Data cleaned up their database, and Ralph Honda saw increased retention and response rates:

We see the biggest return on our marketing initiatives coming from our customer database. I don’t think that’s a surprise because customers who’ve bought from you before are your best customers long-term. Being able to reach them is a crucial part of marketing. Before Enhanced Customer Data, receiving returned mail and having duplicates in our name file were both huge problems.

When I first took over marketing for our dealership, we were getting back a large volume of returned mail due to incorrect addresses. We quickly realized the true cost of mailing marketing pieces to bad addresses.

There’s the cost associated with putting postage on a piece of direct mail, but there’s also the lost opportunity cost associated with sending mail to the wrong address for a potential buyer.

Having a clean database affects everything we’re doing. Our salespeople are able to quickly and more efficiently interact with customers because they don’t have to search through hundreds of duplicate names. Knowing who customers are and being able to identify with them immediately makes a total difference in their impression of your dealership. Enhanced Customer Data really helps improve customer service.

With Enhanced Customer Data, everything improves naturally. Having a clean database has 100% affected our return customers and retention. Our response rates have gone up, marketing costs have gone down, and we get less returned mail, which also helps us save on administrative costs to get information updated.

Enhanced Customer Data is the foundation of a successful dealership. We’ll always have it as long as I’m here.

Solutions Used

The Results

After running Enhanced Customer Data just once, there was a huge return on investment. Because our records were cleaned and updated, we were at less than two percent on our return mail rate right away.
In addition to having incorrect addresses, we also had a lot of duplicate names. 10,500 of our 35,000 customer records were duplicates before we purchased Enhanced Customer Data.
After implementation, we went from 30 percent duplicates to one percent.

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