Navigator Data Cleansing

A clean, accurate, and up-to-date customer and vehicle database can significantly enhance customer satisfaction, reduce marketing costs, and improve the efficiency of your operations. By removing outdated or incorrect data, you ensure your efforts are focused on active and relevant customers.

Why Is Data Cleansing Important?

Maintaining a clean database ensures:

• Deceased customers are removed.
• Customers who have moved are not contacted.
• MOT dates are accurate for all records.
• Vehicles no longer owned by customers are excluded from service follow-ups.
• Scrapped vehicles are deleted from records.

In addition, removing inactive vehicles from aftersales follow-ups can reduce your marketing spend. You’ll save on emails, text messages, letters, and calls, while improving the return on investment for your marketing efforts. By targeting active customers, you increase the likelihood of generating more business in your workshop.

Introducing Navigator Data Cleansing

Navigator Data Cleansing offers a range of self-service tools to help you maintain an accurate database, including:

• Automatic Archiving of old customer records.
• Initial Cleanses of both customer and vehicle databases.
• Ongoing Low-Cost Re-Cleanses of customer data.
• MOT Date Updates for all vehicles.
• Vehicle Data Watch to monitor changes in vehicle data.

Each service provides cost details upfront before you commit, and charges are invoiced at the end of the month—no need for statements of work or helpdesk requests.

Key Features

• Deceased Customers: Automatically removed from your database.
• Address Changes: Monitors and updates customer address changes.
• MOT Updates: Every MOT event updates Navigator with the latest expiry date, even if performed elsewhere.
• Keeper Changes: Updates records when vehicle ownership changes outside your dealership.
• Scrapped Vehicles: Automatically removed from the database.
• Private Plates: Updates records to reflect private registration changes.

The Customer Data Cleansing feature helps maintain accurate and up-to-date records, ensuring efficient marketing and follow-up processes. Here's how to access and use it:

Step 1: Navigate to the Data Cleansing Tool

Go to Marketing > Marketing Data Management > Customer Data Cleansing.

Step 2: Choose a Cleansing Option

From the cleansing tool, you can select one of the following options:

1. New Customer Cleanse

• Ensures that deceased customers are removed from the database.
• Identifies customers who have moved addresses to avoid contacting them at outdated locations.
• Utilises additional cleansing features to improve the quality of customer data.

2. New Vehicle Cleanse

• Excludes vehicles no longer owned by customers from service-related follow-ups.
• Removes scrapped vehicles from the records, keeping the database clean and relevant.

3. New MOT Cleanse

• Ensures MOT dates are accurate across all vehicle records and is only 1.2p per record. More information on this can be found here: MOT Data Cleanse - Marketing Database Management

Step 3: Submit a Cleansing Request

• Once you’ve selected a cleanse type, submit the request.
• The system will display the number of records being submitted for cleansing.

Step 4: Approve the Cleansing Request

• Double-click on the submitted cleanse to review it.
• Press Approve to authorise the cleanse.

Step 5: Review Updates

• The No Updated field will display the total number of updates applied across the submitted records.
• Note: A single record may have multiple updates, so the total number of updates can exceed the number of submitted records.

Cost Breakdown

• Customer Data Cleansing: £0.80 to £1.00 per update on record. This depends on the data being updated and what register is being referenced, for example accessing a deceased database register is more expensive than just a postcode lookup. You can also have multiple difference updates on one customer record.
• Initial Vehicle Cleanses: £0.10 per update on a vehicle record. For example, a keeper change counts as one update, while an MOT date update counts as a separate update, resulting in a total cost of £0.20 for both. 
• Vehicle Data Watch: £10 per 1,000 vehicle records monitored per month.

The return on investment is immediate. For example, recapturing a single MOT reminder from a lapsed record can cover the cost of monitoring thousands of vehicles.

More details on how to configure monthly data cleanses can be found here: Marketing Database Management - Data Archiving Configuration

And how to configure MOT data cleansing: MOT Data Cleanse - Marketing Database Management