Vehicle dealerships often need to transfer incoming data from their Call Centers to their CRM platforms, in order to optimize the selling process. It is very important that these systems provide information security at low costs and in an expeditious manner. On this occasion, I want to introduce you to the two main converters: ADF and STAR.

It is very common for some customers to contact a BDC or a third-party vendor to request potential customers information in a compatible format. That is why it is important to know the main differences between the main data converters.

Converting XML

The ADF is the standard method for sending leads to CRMs that Car dealers use every day. Also, it’s a format Extensible Markup Language (XML) code that the automotive industry has been using since May 2000. Likewise, STAR is another tool used to transfer the data to the CRM platform. Just like ADF, it’s an XML format that came onto the market in the same year.

Information transfer

Before making use of any of these formats it is important to know your differences at the time of use. Although both have an XML format, both must be applied differently.

For example, ADF uses the sending of codes through the main provider Customer Relationship Management (CRM) via email. This method is one of the most respected in the market because it allows you to analyze the data correctly in the CRM. This allows sellers to receive and communicate with their potential customers. Truly a great method!

As for STAR, it is known that it does not send information via email, because the data is encrypted. Therefore, it uses an API application to protect the information and have a  more secure information file. The API allows you to protect the information such as your date of birth or security number.  The process of using this application is safer,  but it is more cumbersome than ADF.

Costs and management

Those who take their first steps in the automotive industry or those who already have experience prefer to make use of ADF due to its easy handling and low usage costs.  These two elements are the main factors why dealers prefer this system.

For its part, STAR has several virtues. Over the years it has expanded to give value and grow industries such as marine service trucks,  construction equipment, and power sports. However, although the API application offers greater protection of the information, those who start in the automotive industry do not know how to use STAR, due to its complexity and the cost of its implementation.

ADF is still the most used system to migrate data from CRM. It offers a more user-friendly format, with prices accessible to the entry market and a known format. These are the main systems to migrate CRM data, its main functions, differences and virtues. I would like to know your opinion, leave me a comment and share your experience.

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By | 2020-01-19T14:45:43+00:00 March 1st, 2019|ADF, STAR|

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Specialist in Automotive Marketing and ADF leads. If you like this post, you can follow on LinkedIn at

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