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Case study - Jaguar Land Rover
Case study
Jaguar Land Rover
Jaguar Land Rover collaborates with Thryv Data to remove deadly airbags from our roads
Background
The compulsory Takata Airbag Recall is the largest and most complex safety recall in Australia’s history. Over three million Australian vehicles have been fitted with defective Takata airbags, putting both drivers and passengers at risk of injury or death.
As a result, the Australian government has mandated automotive manufacturers to replace faulty airbags by 31 December 2020 to prevent any further incidents.
A large range of automotive manufacturers, including Jaguar Land Rover (JLR), are working hard to contact owners of affected vehicles for airbag replacements as soon as practically possible.
Problem
As part of the compulsory recall, JLR is required to take all measures in order to inform affected vehicle owners of the faulty airbags. Some vehicles date all the way back to 2009, which present a few challenges for JLR:
- When vehicles become older, they change ownership as people tend to sell them over time
- As a vehicle ages, the likelihood of it being serviced by the dealer decreases
- When vehicles are sold, they progressively move further inland and away from metropolitan areas, making them harder to track
These complexities have created a situation for automotive manufacturers, whereby the data they hold regarding current vehicle ownership cannot always be trusted. Incorrect, incomplete and missing contact details make it impossible for JLR to reach all affected owners, hampering its ability to deliver on the ACCC commitments.
Solution
As part of its contact strategy for the airbag recalls, JLR had to resolve their customer data issue and was looking for a trusted partner. They needed large volumes of up to date contact details and a company with a reputation as a responsible data custodian. Thryv Data, with its unique data assets and exceptional track record within the data space, was engaged to help solve this problem.
By cleansing and enriching JLR’s customer database, Thryv Data have helped them contact thousands of affected vehicle owners who otherwise might have not been reached.
Results
JLR provided Thryv Data with over 17,500 VIN numbers for affected vehicles. We were able to make a significant improvement on the quality of this data.
With over 50% of these records being validated, cleaned and enriched with additional data points, we enabled additional SMS, email, phone and direct mail contact.
This effort has directly led to JLR reaching a completion rate of 98%, one of the highest rates of all manufacturers impacted by the Takata recall.
“Not only would I recommend Thryv Data, I already have. All the manufacturers tied up with this Takata issue meet on a monthly basis and we discuss best practice. I’ve singled out Thryv Data as a trusted partner, and many others have taken them up. I will continue to recommend Thryv Data.”
Scott Maynard
Sales Director - Jaguar Land Rover Australia