MyDealerLot Transforms Car Dealership Customer Service with MongoDB



MyDealerLot (MDL), the country’s leading provider of Radio Frequency Identification (RFID) technologies for the retail automotive market, uses MongoDB to power its cloud-based applications.

The retail automotive industry has shifted: instead of making money on the front end of the sale, dealers now get paid varying percentages from the manufacturer based on results of Customer Satisfaction Index (CSI) scores.

No longer is it sufficient to simply sell a car; today, financial benefit hinges on the customer experience. Greater customer satisfaction translates directly to dollars.

MDL captures RFID data in real-time and stores it in MongoDB to show the precise location of every car as it moves through the dealership.

By immediately associating the customer with data related to service, inventory, equity and in the future, dealers are able to instantly recognize customers as they pull into the lot and take advantage of new upsell opportunities.

Some of the most recognized Audi, Mercedes-Benz, Lexus and BMW dealerships across the country use MDL to drive highly personalized customer service. These dealerships generally report an average of 10-15% increase in sales, reduced time for guest check-in and reduced vehicle pickup time by 60% or more.

As a result, they benefited from an immediate boost in CSI scores, which is helping them capitalize on increased retention, sales and profits.

With MongoDB, MDL has cut development time from weeks to mere days. “Some of our developers have said that for the first time, everything makes sense since they’re not trying to cram an idea into a structure that doesn’t fit,” said David Strickland, CTO, MDL. “I’ve never had so much fun in my life; using Twitter Bootstrap, Knockout.js and MongoDB is like programming at hypersonic speed. Everybody’s excited because we’ve embraced an innovative way of developing that is really good for business.”

MongoDB sharding makes it easy for MDL to handle hardware load balancing geographically, while MongoDB’s performance and availability ensure a great customer experience.

MDL can now deliver sub-second updates to tens of thousands of users, and will store terabytes of data by 2015.

MongoDB’s performance also allows MDL to conduct real-time motion studies, such as how long it takes a car to go from car wash to delivery, or analyzing the impact of whether the customer scheduled an appointment on CSI scores.

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