Automotive Recall System and Method

Abstract

A system and method for management of automobile recalls functions through a unified recall campaign user interface (UI) web-accessible to an original equipment manufacturer (OEM). The system utilizes both first-party (OEM) data and state registration data to identify vehicle owners by vehicle identification number (VIN). Enhancement data is used to provide contact information, whereby vehicle owners may be contacted concerning a recall repair through multiple channels. The system utilizes feedback during a recall and from previous recalls, as well as segmentation of vehicle owners by behavioral and attitudinal parameters, to optimize the channel(s) and message(s) used in order to maximize recall response. The system further utilizes various feeds of information concerning the recall to optimize recall repair parts distribution among dealers and dealer workforce utilization.

1 . An automobile recall system, comprising:
 a. a production server;   b. a privacy-compliant data store in communication with the production server, wherein the data store comprises a plurality of records pertaining to automobile consumers, wherein each of the plurality of records comprises a consumer link, and wherein each of the plurality of records comprises no personally identifiable information (PII) for the customer to whom each of the plurality of records pertains;   c. an inbound data landing area in communication with the production server;   d. an outbound data landing area in communication with the production server;   e. a marketing services provider server in communication with the recall processing server;   f. an enhancement database in communication with the marketing services provider, wherein the enhancement database comprises a comprehensive set of consumer records pertaining to consumers in a geographic area where the automobile recall is effective;   g. a manufacturer database in communication with the recall processing server, wherein the manufacturer database comprises a plurality of records each pertaining to a particular vehicle sold by the manufacturer and comprising a vehicle identification number (VIN) field and a vehicle owner name field; and   h. a state registration database comprising registration data from either a state registration authority or an aggregator, wherein the state registration database is in communication with the recall processing server, and wherein the state registration database comprises a plurality of records each pertaining to a particular vehicle and comprising a VIN field and a vehicle owner name field;   
       wherein the production server is configured to combine records from the manufacturer database and state registration database into a single data set; apply to the single data set a list of VINs for vehicles subject to the recall to create a universal recall dataset comprising a record for each vehicle subject to the recall; and enhance the data in each record of the universal recall dataset with data from the enhancement database through the marketing services provider, and store the universal recall dataset in the privacy-compliant data store. 
     
     
         2 . The automobile recall system of  claim 1 , wherein the consumer records in the enhancement database comprises one or more of a name, an address, a telephone number, an email address, name change history information, address change history information, demographic data, or lifestyle data. 
     
     
         3 . The automobile recall system of  claim 2 , wherein the production server is further operable to create a recall campaign comprising a plurality of communications to a vehicle owner through a plurality of communications channels. 
     
     
         4 . The automobile recall system of  claim 3 , wherein the plurality of communications channels comprises two or more of direct mail, email, social content messaging, on-line advertisements, text messages, and addressable television content. 
     
     
         5 . The automobile recall system of  claim 4 , wherein the production server is further configured to receive results of the recall campaign and dynamically adjust the communications channel used to contact the vehicle owner based on previous results in attempting to contact the vehicle owner. 
     
     
         6 . The automobile recall system of  claim 5 , wherein each record in the data store comprises a parts ordered flag. 
     
     
         7 . The automobile recall system of  claim 6 , wherein each record in the data store further comprises a parts shipped flag. 
     
     
         8 . The automobile recall system of  claim 7 , wherein each record in the data store further comprises a repaired flag. 
     
     
         9 . The automobile recall system of  claim 1 , further comprising a plurality of consumer electronic devices in communication with the marketing services provider over a network and configured to receive an electronic message pertaining to the vehicle recall. 
     
     
         10 . The automobile recall system of  claim 9 , wherein the electronic message is one or more of an email, a web-based advertisement, social content, or an addressable television advertisement. 
     
     
         11 . A customer-centric method of performing an automobile recall, comprising the steps of:
 a. at a recall processing server, receiving a request for the automobile recall from a web-based application user interface;   b. receiving an original equipment manufacturer (OEM) file comprising a plurality of records, wherein each record comprises at least one of a vehicle owner name or vehicle driver name, and a vehicle identification number (VIN);   c. receiving a state registration file comprising a plurality of records, wherein each record comprises a vehicle owner name and a VIN;   d. receiving a recall universal file comprising a plurality of records, wherein each record comprises a VIN for an automobile subject to the recall;   e. creating a universe list from the OEM file, state registration file, and recall universal file, wherein the universe list comprises a plurality of records, wherein each record comprises a VIN for an automobile subject to the recall and additional data related to the VIN from the OEM file and state registration file;   f. adding enhancement data to each of the universe list records; and   g. periodically updating the universe list as the automobile recall proceeds to indicate the status of a repair for each VIN in the universe list.   
     
     
         12 . The method of  claim 11 , wherein for each record in the universe list where the VIN is associated with a business, the enhancement data comprises firmographic data. 
     
     
         13 . The method of  claim 11 , wherein for each record in the universe list where the VIN is associated with an individual, the enhancement data comprises one or more of demographic data, address history data, name history data, lifestyle data, or segment data. 
     
     
         14 . The method of  claim 11 , further comprising the step of performing customer data integration on the universe list whereby the universe list is deduped and standardized. 
     
     
         15 . The method of  claim 11 , wherein prior to the step of adding enhancement data to each of the universe list records, the universe list is split into a set of OEM-derived records and a set of registration-derived records. 
     
     
         16 . The method of  claim 11 , wherein the OEM file comprises one or more of first-party customer relationship management (CRM) owner data; first-party CRM service data; active dealer data; and warranty data. 
     
     
         17 . The method of  claim 11 , further comprising the step of, after adding enhancement data to each of the universe list records, segmenting the universe list records. 
     
     
         18 . A method of performing a vehicle recall, comprising the steps of:
 a. receiving a manufacturer vehicle identification number (VIN) file comprises a record for each vehicle subject to the recall;   b. receiving a known owner or operator file comprising a record for each owner or operator of a vehicle subject to the recall that is known to an original equipment manufacturer (OEM) that is performing the recall;   c. receiving a state registration file from a third-party registration data aggregator, wherein the state registration file comprises a plurality of records each comprising vehicle registration data for a particular consumer and a particular VIN;   d. matching VINs from records from the manufacturer VIN file, known owner file, and state registration file to create a single dataset of records of vehicles subject to the recall; and   e. periodically adding flags to each record in the single dataset to indicate a current status of the recall repair for the vehicle associated with the VIN in each such record.   
     
     
         19 . The method of  claim 18 , wherein the flags comprise a repair kits ordered flag. 
     
     
         20 . The method of  claim 19 , wherein the flags comprise a repair kits shipped flag. 
     
     
         21 . The method of  claim 20 , wherein the flags comprise a VIN repaired flag. 
     
     
         22 . The method of  claim 18 , further comprising the step of building a no-match output file, wherein the output file comprises a record for each VIN in the manufacturer VIN file that is not found in either the known owner file or state registration file. 
     
     
         23 . The method of  claim 18 , further comprising the step of, after building the single dataset, purging files from the single dataset that are matched to a consumer do-not-contact file. 
     
     
         24 . The method of  claim 18 , further comprising the step of creating a recall campaign using the single dataset, wherein for each record in the single dataset, the associated consumer is contacted concerning the recall through at least one channel. 
     
     
         25 . The method of  claim 24 , wherein the associated consumer is contacted through a plurality of channels. 
     
     
         26 . The method of  claim 25 , wherein at least one of the plurality of channels through which the associated consumer is contacted is a digital channel. 
     
     
         27 . The method of  claim 26 , wherein the single dataset is stored in a data store stripped of all personally identifiable information (PII) whereby the privacy of each consumer contacted through a digital channel is safeguarded. 
     
     
         28 . A customer-centric method of performing a recall campaign, comprising the steps of:
 a. with a recall dataset comprising records pertaining to each vehicle subject to the recall, performing a first segmentation comprising behavioral segmentation of the recall dataset;   b. after performing the first segmentation step, performing a second segmentation comprising attitudinal segmentation of the recall dataset;   c. combining the results of the first and second segmentation steps to create a matrix of segments; and   d. selecting a communications channel for each record in the recall dataset based on the matrix of segments.   
     
     
         29 . The method of  claim 28 , wherein the first segmentation comprises segmentation based on one or more of brand engagement, service/warranty engagement, historical recall engagement, household type, financial situation, or communication preference. 
     
     
         30 . The method of  claim 29 , wherein the second segmentation comprises segmentation based on one or more of personality, attitude towards recall, or consumer preference. 
     
     
         31 . The method of  claim 30 , wherein segmentation based on personality comprises one or more of segmentation based on stage propensity, proactivity, early adopter status, compulsive status, immune status, laggard status, high regard for safety status, or family focused status. 
     
     
         32 . The method of  claim 30 , wherein segmentation based on attitude towards recall comprises one or more of segmentation based on understanding, motivation, or timing. 
     
     
         33 . The method of  claim 28 , wherein the step of selecting a communications channel for each record in the recall dataset based on the matrix of segments comprises the step of considering one or more of the factors of hot buttons, plugged in, primary channel, priority, immediacy, responsiveness, dealer engagement, or parts distribution. 
     
     
         34 . The method of  claim 28 , further comprising the step of ongoing optimization of the step of selecting a communications channel for each record in the recall dataset. 
     
     
         35 . The method of  claim 34 , wherein the step of ongoing optimization is based on one or more of measurement of communications effect or adaptations. 
     
     
         36 . The method of  claim 35 , wherein the measurement of communications effect comprises one or more of consideration of engagement key performance indicators (KPIs), repairs performed, segment performance, channel efficiency, or messaging and motivator impact. 
     
     
         37 . The method of  claim 35 , wherein the adaptations comprises one or more of focused testing, segment refinement, model recalibration, new model creation, or late-stage re-segmentation. 
     
     
         38 . The method of  claim 28 , further comprising the step of performing a quantitative survey.