Demands on the market for data about UK fleets are becoming ever more stringent as sales and marketing departments aim to make the most of their resources against a tough economic backdrop, suggests MIB Data Solutions.
It says that fleet suppliers who buy sales and marketing databases want them to ever more closely match their needs in terms of factors such as fleet size and composition – as well as being updated more regularly.
Nick Boddington, managing director, said: “Fleet suppliers of all kinds, from leasing companies to fuel card operators, are demanding data that is progressively more accurate. Their sales and marketing operations are under a lot of pressure to deliver results and they simply don’t have time or money to waste on data that is wrong.
“The kind of standards that applied in this market even two or three years ago are no longer sustainable. If 30-40% of a database turns out to be of little use because the data is dated or was poorly researched in the first place, then that means that three or four out of every 10 telesales calls that are made by a fleet supplier are wasted.”
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