Bib Stillwell BMW - a case study

Experian QAS drives database accuracy at Bib Stillwell BMW

Bib Stillwell BMW, located in Melbourne, was founded in 1949 by Australian-born motor racing champion Bib Stillwell. Bib Stillwell BMW is an approved new and used BMW retail automotive dealer, operating within the BMW Australia Dealer Network. With a reputation for excellence, the dealership prides itself on providing superior customer service.

Key challenges

In 2003 Bib Stillwell invested in a new Kerridge Autoline database, a system built specifically for the automotive sector which enables the business to centralise all sales, administration, finance, marketing and procurement systems.

"A natural progression of the Kerridge installation was to look at ways to further improve data entry," says Jennifer North, Database Administrator, Bib Stillwell BMW. "We wanted to improve the accuracy of the customer database and establish a simple procedure to ensure the efficient capture and management of customer information."

BMW recommended Experian QAS as a tool to reduce data entry time and increase address accuracy by cross-checking data against Australia Post's Postal Address File (PAF).

For Bib Stillwell BMW the benefits provided a strong incentive to purchase the software. The dealership undertakes an extensive range of after-sales and sales support correspondence, including service reminders, event invitations and promotional campaigns. In the lead up to the launch of the new BMW 5 Series in October 2003, Bib Stillwell issued 4,800 customer event invitations extracted from the customer database. The 5 Series was arguably the largest and most important event on the BMW calendar for 2003, and Bib Stillwell was enthusiastic and confident that Experian QAS would add value to an impressive target mail out.

Bib Stillwell also produces a motoring magazine called Motion, which is distributed quarterly to some 12,000 subscribers. "We were receiving a lot of returned magazines prior to the implementation of Kerridge and QAS," said North. "Motion is one of the key marketing expenses that Bib Stillwell BMW sought to improve upon using QAS' software."

The Solution

In mid-2003 Bib Stillwell BMW integrated QAS Pro to the front-end of its Kerridge Autoline database, controlling and improving the data entry process for personnel that regularly interact with customers. Meanwhile, North used QAS Batch to cleanse existing customer lists used for outbound correspondence. "Ultimately this provides increased accuracy in the address fields of our contact database, reducing the amount of correspondence that fails to reach the customer. This enables improved communications with our customer base and reduces the costs associated with returned mail," North explains.

The benefits

With a two per cent return rate on the 5 Series launch invitations the benefit of Experian QAS' applications is already evident. "Of the 4,800 invitations sent, less than 100 have been returned as undeliverable, which is a huge improvement and a great result," says North.

Many of these invitations will reach competitor's customers, she says, this gives Bib Stillwell an opportunity to increase market share by communicating with a fresh customer-base using QAS to verify address details.

With a tangible return on investment (ROI) presenting itself within months of the software going live, North says the cost justification of the QAS licences has been easy. It has increased time efficiency and accuracy of data entry, which is critical to maintain a mutually satisfying relationship for employees and customers alike," said North.

"QAS contributes to the professional image of Bib Stillwell BMW by preventing spelling mistakes and address errors, which reflects our professional business attitude. Customers are less frustrated with inaccurate and slow data entry during points of contact with Bib Stillwell personnel."

"Furthermore, Bib Stillwell BMW employees are more receptive to address confirmation procedures as data entry is easier due to the prompting nature of the software. QAS also makes data entry easier for service advisers who speak English as a second language and may not be familiar with street and suburb names." Concludes North.