Who owns the customer data, in your dealership’s DMS?
“I do, of course!” and depending on your perspective, you may be right.
Dealers could emphatically answer that question, but what about DMS providers? From their perspective, they might feel they have data ownership since their systems warehouse it. If you live on the OEM side, you may feel you have ownership of the data. After all, it’s your product customers are buying through dealerships that you grant franchises to.
For purposes of this article, let’s consider customer data in its purest form; un-appended third party data and un-processed to derive a new data set (more to come on this). For Example – combining customer transaction data with search data could create an entirely new data set. This does not typically happen within the DMS system involving yet another data vendor. Who owns that data?
The war for data ownership has been brewing for a while and is now at full boil.