Car importer Skoda UK has implemented a PDA-based system that captures customer information from people test-driving...
Skoda used a PDA-based application tailored and implemented by specialist firm TAAP to capture data about potential buyers who test drove its cars at a series of “ride and drive events” between March and May.
The application was designed to ensure that everyone who test-drove a Skoda received a follow-up within five days.
The TAAP application records demographics and key buying indicators, such as information about the cars that customers currently drive, expectations and timeframes for buying a new car. The data is then uploaded in real time to Skoda’s customer management system using General Packet Radio Service (GPRS).
The software also verifies data such as customers’ postcodes against national databases, to ensure accurate contact information. Prospective customer details are then passed to the nearest retailer in Skoda’s dealer network.
Annette Spencer, retailer communications manager for Skoda said, “With data collection, it’s all about speed and accuracy. We need to get the data to our retailer network as quickly as possible and relying on paper meant that in the past this could take days or even weeks.
“We know that consumers who have taken a Skoda car for a test drive will be impressed by the vehicle – it’s then up to us to impress them with how quickly we can send them follow-up information. We have to give them a great brand experience, and TAAP helps us to achieve that.”