GM Financial is looking to better personalize the customer experience by removing data silos.

The Fort Worth, Texas-based lender collects driving behavior, mileage and location data from its OEM, General Motors, and OnStar, a wholly owned subsidiary of GM, to supplement customer information, Tricia Price, senior vice president of customer experience operations at GM Financial, said last week at the Auto Finance Summit in Las Vegas. “It’s about leveraging that data and understanding what offers to push.”

Additionally, GM Financial has visibility into when customers visit its online credit applications page, “which is a clue for us that they are in market,” Price said. This information allows the captive to create personalized offers — to an extent.

“We’re really looking at investing in tools that will help support breaking down those data silos and really allow us to leverage the data across those channels,” she said. “There’s a ceiling to what we have available today that we hope to raise the roof on and really offer that personalized interface.”

For now, the captive is working on building its new framework to better understand customer data, Price said.

“A lot of times, we make assumptions about what we think our customers need and want versus making data-driven decisions,” she said.