The automotive industry is taking a closer look at how to best use data to sell cars, according to a new column in Automotive News. “Clearly, seamless digital customer experiences are reversing the historic outsourcing of customer service designed into the franchise system,” writes Automotive News’ J Ferron. “This intensified battleground of new ways to access and create experiences is filled with data seekers and providers whose strategies may or may not have the retailers' best interests in mind.” Therefore, dealerships are on the front lines of protecting consumer data. “Every dealership team must decide whether a prospective data partner's marketing initiatives help or hurt,” Ferron adds. “As cyber risks rise, potential partners should be clear about how they protect dealer data.”
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