DealTrak adds customer communication tools to finance platform

DealTrak has added an AI-enabled marketing capability to its dealer finance platform, allowing car retailers to automate customer communications after a vehicle purchase.

The new functionality is intended to help dealers maintain contact with customers throughout the vehicle ownership cycle, at a time when DealTrak says loyalty to established vehicle brands and individual retailers is coming under pressure.

DealTrak’s existing platform allows dealers to manage finance proposals and provide customers with different funding options during the vehicle purchasing process. The latest development extends the platform beyond the initial transaction by using customer information already entered into the system to support ongoing communications.

Dealers will be able to use email and SMS to schedule personalised messages based on information held within DealTrak.

These could include reminders when a customer may be approaching the point of changing their vehicle or finance agreement, as well as service reminders and other communications during the ownership period.

The aim is to reduce the manual work involved in maintaining customer contact, particularly for dealers that may not have dedicated marketing resources or separate customer relationship management systems.

Mat Stonley, Head of AutoProtect Group’s DealTrak service, said: “Whether it is a new or used car, communication often stops when the keys are handed over because the primary transaction is complete.

“We all know that, ideally, an ongoing personalised communication programme can help retain customer loyalty and build advocates, but the cost and effort to access the tech were a stretch too far for many. That is no longer the case.”

The development comes against a changing new and used car market, with greater model choice, higher vehicle prices and new market entrants increasing competition for customers.

Stonley added: “We have integrated an AI-enabled cloud-based marketing capability into DealTrak. It makes it easy for dealers to use the data they already hold about customers and develop relevant, personalised communications on a sustained basis.

“By email or SMS, dealers can automate the delivery of timely reminders when a customer may be in the market for a new car, a new finance deal, or even a service appointment.”