Auto dealerships are beginning to explore the use of customer data platform technology — a digital innovation that multiple industries have employed for years.
Better late than never, auto dealerships are starting to understand its potential to enhance customer interactions, said John Campos, automotive industry managing director at Acxiom, a data company focused on customer intelligence.
"We are seeing growing demand and interest," Campos told Automotive News. "It is really in that exploratory phase right now."
Designed to grab customer data from multiple sources, the software has the capacity to use it to personalize every customer interaction. It is an efficient alternative to Internet browser cookies, which are being phased out.
A customer data platform enables retailers to combine data collected from a customer relationship management platform with that taken from a data management platform and other sources, after…