Jon Sheard
5th November, 2025
The problem dealers don’t always see
Across multiple dealer groups, we’ve found that up to 74% of customer records contain errors. That means missed recalls, missed MOTs, and missed servicing opportunities. And because the data looks complete, it’s often trusted without question – until results start to drop.
If you’ve noticed declining workshop bookings, falling response rates, or more “gone away” customers, inaccurate DMS data is likely the culprit. Fixing it is essential for effective operations and strong customer relationships.
It’s not that the demand isn’t there – it’s that the data isn’t.
Where the data goes wrong
- Keeper changes – A customer sells their vehicle and the new keeper’s details never reach your database, or the details of the customer’s newly purchased vehicle aren’t added
- Over the past decade, we’ve seen a 60% rise in unrecorded keeper changes, leaving dealers with outdated records they still market to.
- Incorrect MOT and service dates – MOTs often get renewed early or late, throwing reminders out of sync.
- Duplicates – Data imported from marketing lists, OEM systems, and third-party suppliers often overlap, leaving the same customer with multiple records.
- System disconnects – DMS, CRM, service booking, and marketing tools rarely align perfectly. Data updated in one system doesn’t always sync to the others.
Each small error compounds into bigger issues: wasted marketing spend, poor targeting, and underused workshop capacity.
The real cost of inaccurate data
The financial impact of inaccurate DMS data is staggering.
Our recent analysis revealed £34.7 million in missed aftersales revenue across just 15 dealer groups – an average of £2 million per group. Read the article here
When customer details are wrong, your marketing never reaches the right person.
When MOT dates are out, reminders arrive too early or too late.
And when recalls go unnoticed, the customer books their car into an independent garage instead.
How to fix it: DMS data cleansing made simple
Many dealers assume that cleansing is a complex, technical process. It isn’t. Done right, it’s fast, systematic, and transformative.
At Auto Data Solutions, our cleansing process identifies and corrects errors across your customer and vehicle data, using multiple verified data sources. This includes checking:
- MOT and tax data
- Keeper changes
- Address and contact validation
- Vehicle status and recall history
Once cleansed, your DMS becomes a single, trusted source of truth – a database that can actually be used with confidence.
And the process doesn’t stop there. With Dealer Data Watch, your data can be monitored continuously, so you stay on top of changes as they happen. It’s like having a live health check running in the background.
Clean data drives customer re-engagement
When you know which customers still own their vehicles, when their MOT is due, or whether a recall applies, you can reach them with messages that actually matter. For example, targeting customers with both a recall and an MOT due is one of the most effective ways to bring them back to your workshop – building trust, loyalty, and lifetime value.
It’s proof that clean data directly fuels customer retention and repeat business.
Data accuracy is about relevance. It is not just about compliance or admin.
The takeaway: it’s not complicated
A quick health check is often all it takes to uncover the revenue hiding in your DMS.
With margins tighter and customer loyalty harder to earn, now’s the time to make sure your data is working as hard as you are.
Most dealer data isn’t broken- it’s just outdated.
Explore related topics
- Data Cleansing – Keep your database accurate and up to date.
- Dealer Data Watch – Continuous data monitoring for cleaner systems.
- How to Turn Data Errors into Revenue Opportunities – Read our full guide.