Pied Piper released the results of their 2017 Internet Lead Effectiveness ® Benchmarking Study earlier this month. It measures how auto dealerships respond to customer inquiries received through dealership websites. The study found that industry average performance declined from 2016 to 2017, highlighting the importance of having a quick, efficient and thorough response system in place.
Pied Piper PSI 2017 Internet Lead Effectiveness Study
Pied Piper uses their Prospect Satisfaction Index (PSI)® to measure how effective a brand's dealerships were at responding to customers. The PSI process ties "mystery shopping" measurement and scoring to dealership sales success.
Their index looks into factors such as if any type of response is made, if the response is personal or automated, how quickly a response is made, how a customer is contacted (by phone, email, etc.), how effectively customer questions are answered and more.
For 2017, Porsche dealerships ranked the highest, followed closely by BMW, Mercedes-Benz and MINI. Mercedes-Benz dealerships were also the most improved brand year over year.
Here are some other key takeaways from Pied Piper's study.
- Here's the non-luxury brand dealerships that ranked at or above the industry average: MINI, Ford, Mitsubishi, Chevrolet, Honda, Nissan, Toyota, Kia, smart, and Subaru.
- Industry average performance declined slightly from 2016 to 2017.
- 22 out of 32 brands declined year over year in their index.
- They attribute the overall industry decline to fewer responses. Three out of 10 customers didn't receive a personal response within 24 hours of their inquiry. Meanwhile, one customer in eight failed to receive any type of response within 24 hours.
Still, the way dealerships respond to consumers' internet inquiries today is markedly better than it once was. For example, all dealerships attempted to contact customers by phone 69% of the time on average. Just five years ago, that number was only 50%.
How Auto Dealerships Can Stand Out
The lackluster performance across the industry highlights just how important a proper response system can be. Your dealership can stand out from all the rest if you are able to answer consumer questions and concerns in a fast, effective and thorough manner.
But that can be tough with all the goes on at the dealership. Why not instead outsource your call center services to Auto Credit Express? Our automotive Business Development Center (BDC) has been at the forefront of call center services for subprime internet leads since 2007.
We are confident when we say that our BDC is a cut above the rest. We do what it takes to get leads to take action and visit your store. Our representatives process hundreds of leads each day, follow a thorough communication schedule, and answer any and every concern each customer has.
And we don't rely on automated or pre-recorded messages. Every applicant is given a personal phone call from one of our qualified representatives as soon as possible — and that's sometimes within a minute of when they have applied. We also leave personal messages when consumers fail to pick up.
Our BDC representatives are experts at initiating customer contact thanks to our extensive lead life cycle. We execute communication by both personal phone call and email before, during and after their visit to your dealership.
For reasons like this, customers have grown to trust and respect the Auto Credit Express brand. People rave about our customer service, and it shows on our reviews on Google, TrustPilot, the BBB and more.
The Bottom Line
Contact Auto Credit Express if you are ready to stand out from your competition and grow (or start) your subprime business. We can do the heavy lifting for you, so your staff can focus on selling cars.
Call us today at 888-535-2277 to learn more. Or you can fill out our convenient contact form on our website and we'll get back to you.